Appeals used in the commercials

Full Answer Section

• Social appeals: These appeals try to convince the viewer that the product or service is popular and that everyone else is using it. For example, a commercial for a new pair of sneakers might show celebrities and athletes wearing them.
• Scarcity appeals: These appeals try to create a sense of urgency in the viewer by suggesting that the product or service is in limited supply or that the offer is only available for a limited time. For example, a commercial for a sale might say that "supplies are limited" or that the "offer ends tonight."

Examples of appeals used in commercials

Here are some examples of appeals used in commercials:

• Emotional appeal: A commercial for a new perfume might show a woman feeling confident and attractive after putting on the perfume.
• Rational appeal: A commercial for a new toothpaste might highlight its clinically proven ability to whiten teeth and prevent cavities.
• Social appeal: A commercial for a new clothing brand might show young people who are cool and fashionable wearing the brand.
• Scarcity appeal: A commercial for a new video game might say that it is only available for a limited time or that only a limited number of copies are available.

Effectiveness of appeals

The effectiveness of appeals depends on a number of factors, such as the target audience, the product or service being advertised, and the way in which the appeal is used.

Emotional appeals can be very effective, especially if they are able to tap into the viewer's personal experiences or emotions. However, it is important to use emotional appeals carefully, as they can also be seen as manipulative or exploitative.

Rational appeals can also be very effective, especially if they are able to demonstrate the value of the product or service to the viewer. However, it is important to be honest and accurate in your claims, as viewers are likely to be skeptical of overblown promises.

Social appeals can also be effective, especially if they are able to tap into the viewer's desire to belong or to be accepted by others. However, it is important to be authentic in your use of social appeals, as viewers are likely to be turned off by commercials that seem fake or staged.

Scarcity appeals can also be effective, especially if they are used sparingly and strategically. However, it is important to avoid using scarcity appeals too often, as viewers may become desensitized to them.

What makes appeals effective/ineffective?

There are a number of factors that can make appeals effective or ineffective. Some of these factors include:

• Relevance: The appeal should be relevant to the target audience and to the product or service being advertised.
• Truthfulness: The appeal should be honest and truthful. Viewers are likely to be turned off by commercials that are misleading or deceptive.
• Authenticity: The appeal should be authentic and genuine. Viewers are likely to be turned off by commercials that seem fake or staged.
• Moderation: Appeals should be used in moderation. Overusing appeals can make them less effective and can even irritate viewers.

Conclusion

Appeals are a powerful tool that can be used to persuade viewers to buy products or services. However, it is important to use appeals carefully and effectively. The most effective appeals are those that are relevant, truthful, authentic, and used in moderation.

Sample Answer

Commercials use a variety of appeals to persuade viewers to buy their products or services. Some of the most common appeals include:

• Emotional appeals: These appeals try to trigger an emotional response in the viewer, such as happiness, sadness, fear, or anger. For example, a commercial for a new car might show a family having fun on a road trip, while a commercial for a charity might show children who are suffering from poverty.
• Rational appeals: These appeals try to convince the viewer that the product or service is the best choice based on its features, benefits, or price. For example, a commercial for a new smartphone might highlight its camera quality, processing speed, and battery life.