Advertising Appeal and Its Effect on Human's Mind
Advertising contagions or appeals splitted into three groups, including rational,sentimental, as well as moral. Rational contagions are illuminating that clarifies the goods’ features, quality, along with advantages. This appeal allows customers who cannot be satisfied by the goods they use, hence the customers could look for other replacements instead, until they find out the information that grabs their attention and convinces them. Therefore, consumers will have more assertive behaviors along with strong purchase faith, due to the reasonable advertising display that meets consumers’ demand and fully evokes them to consume.
Sentimental appeals deals with consumers’ sentiments and feelings and performs effectively to gratify a brand. Sentimental contagions contain optimistic and pessimistic sides. For example, the optimistic side is humor while the pessimistic side is fear. It affects consumers’ thoughts intangibly along with leaving a strong impression. In short, sentimental contagions have the ability of being utilized to position a brand through conveying commercials messages. The sentimental contagions included fun, fear, along with sex.
Fun appeal makes consumers feel positive and could build a benign impact on a company. The research by Akyüz,concluded that a humor commercial must be highlighted in the copy because the copy could remain a long period in the consumers’ minds. The company or item of the advertisement might be forgotten by the consumers, but they could recognize the slogan. Relevance between humour message and buyers is vital to enhance the commercial effectiveness. From the research of Djambaskaet al., revealed that humor-related commercials were more successful as it relates to intricate comedy compared to those without comedy. Interview sessions and questionnaires have been utilized to collect data. The result concluded that humor that is meaningful and impeccable taste can become an effective tool in commercials.
Besides, fear appeal is also wide-used in delivering commercials messages. The appeal is functional to grow customers’ awareness as well as convince them efficiently. This emotion will make consumers feel worried then find solutions that could cease those feelings. Fear appeals are advantageous in leaving an optimistic effect on perspectives, motives, along with actions. On the other hand, the failure of conveying messages would happen if the direction was not precise to the consumers.
Sex appeal is powerful but criticized. Nudity and sexual elements are usually applied to produce awareness. Nusantara and Haryanto, conducted a research to discover the link between sex appeal and perception on sex appeal commercials as well as character of item cause to adjust the link. 4 experiments involving 100 respondents were implemented for the study. In conclusion, a high rate in sex appeal could influence respondents’ mindsets toward commercials. Nonetheless, item cause is not able to create any difference in respondents’ mindsets.
Moral appeal is enabled in grabbing customers’ awareness through community issues and asking for their support. This appeal catches attention based on customers’ ethics along with morality. Moral contagion as the method to judge correct or wrong from consumer’s viewpoints. Lipsitz conducted a research and claimed that moral arguments have the ability to evoke intense emotional responses among electors in democratic programs. This research collected data through content analysis of 3462 specific political commercials. The results revealed that people listen to politicians who utilize political sophistry and use moral principles in commercials, they have a greater mental reaction to the commercials.
Advertising appeals act as instruments to boost customers’ interest as well as affect their feelings toward a product from a broadcasting message . Creative scope of corporate image formed by utilizing virtual and powerful appeals. This will enhance the cohesion of marketing programs.
