Emotions & Advertisements – Decoded

Some Ads absolutely warm your heart and make you full with emotions, while others are just downright catchy and stick with you forever. Be it the unforgotten Procter&Gamble Co.’s Vicks #TouchOfCare or the catchy tune of washing powder Nirma, all these Ads stay with us and build the image of a brand excessively.

To our surprise, there is a new Ad on the block that not only has an emotional impact but also is extremely catchy.

Popular music streaming platform, Spotify, has done it again! It has released not one but two Ads based on the emotions ‘will to work out’ and ‘heartbreak’. These two emotions are very well-timed as there is a worldwide pandemic taking place. Every person is either trying to shred weight from binge eating or being stranded away from loved ones.

There are two main categories of advertising appeals- emotional appeal and rational appeal. I’ve listed 23 types of advertising appeals that fall into each of these two categories. Most are pretty prevalent in the advertising market and self-explanatory. However, I’m going to explain and give examples of some.

1. Endorsement Appeal:

We’ve often seen celebrities put their name on a product like Amitabh Bachchan for Kalyan Jewellers or Aishwariya Rai Bachchan for Lo’real or even Queen B herself for Pepsi and the list goes on. These Ads stir a whole lot of popularity even though celebs have nothing to do with the creation of the product.

2. Adventure Appeal:

Car, active lifestyle and travel companies love incorporating new and exciting adventure points. Hypothetically, it portrays to us where their product can take the consumers. Companies like Billabong, Jeep, MakeMyTrip, all use this appeal often.

3. Potential Appeal:

Turning dreams into reality is exactly what potential appeal is based upon. Lego did a tremendous job using this appeal by placing kids in spacesuits, rockstars and firefighter suits. Further placing them near schools, playgrounds and museums so that not only kids but their parents would see it too!

4. Scarcity Appeal:

These Ads are most often paired w the words ‘limited time’. They might even be harder to find and that makes them more desirable. Coke absolutely nailed this appeal with their ‘Personalised Bottle’ campaign.

5. Testimonial Appeal:

Testimonials are not only restricted to someone speaking really highly about your product/business. Doritos thought outside-the-box and included the public. Fans were asked to submit Super Bowl commercial ideas and made the whole process extremely interactive.

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Which of these types of advertising appeals have you identified in popular marketing campaigns or ads? Or have you used in your own marketing efforts and promotional material? Let me know in the comments section below.