1) Advertising Appeal:

The most basic of human needs is the need for food, clothing and shelter. Special need for these necessities cannot be created with advertising. However there are certain other products that provide comfort in life and advertising aims to generate demand for these products. Advertising uses appeals as a way of persuading people to buy certain products. Advertising appeals are designed in a way so as to create a positive image of the individuals who use certain products. Advertising agencies and companies use different types of advertising appeals to influences the purchasing decisions of people.

The most important types of advertising appeals include emotional and rational appeals. Emotional appeals are often effective for the youth while rational appeals works well for products directed towards the older generation. Here are just some of the various different kinds of advertising appeals seen in the media today.

2) Fear Appeal

Fear is also an important factor that can have incredible influence on individuals. Fear is often used to good effect in advertising and marketing camaigns of beauty and health products including insurance. Advertising experts indicate that using moderate levels of fear in advertising can prove to be effective.

3) Rational Appeal

Rational appeals as the name suggests aims to focus on the individual's functional, utilitarian or practical needs for particular products and services. Such appeals emphasize the characteristic and features of the product and the service and how it would be beneficial to own or use the particular brand. Print media is particular well suited for rational appeals and is often used with good success. It is also suited for business advertisers and for products that are complex and that need high degree of attention and involvement.

4) Romance Appeal

These advertisement display the attraction between the sexes. The appeal is used is to signify that buying certain product will have a positive impact on the opposite sex and improve your romance or love life. Fragrances, automobiles and other products use these type of advertising appeals. Romance Appeal: A man is shown using a particular cologne after which women are attracted to him. A girl is shown using a particular skin cream and then boys are shown flocking to her. This is romance appeal. It uses the opposite sex. This advertising works especially well with teenagers as they easily believe that using something will be attracted to them.

5) Emotional Appeal

An emotional appeal is related to an individual's psychological and social needs for purchasing certain products and services. Emotions affects all type of purchase decisions. Types of emotional appeals are as follows:

Positive Emotional Appeal- Positive emotions like- humour, love, care, pride, or joy are shown in advertisements to appeal audience to buy that product. For example- Jonson and Jonson baby products.

Negative Emotional Appeal- This includes fear, guilt, and shame to get people to do things they should or stop.

Fear- Fear is an emotional response to a threat that expresses some sort of danger. Ads sometimes use fear appeals to evoke this emotional response and arouse consumers to take steps to remove the threat. For example- Life Insurance

Anxiety- Most people try to avoid feeling anxious. To relieve anxiety, consumers might buy mouthwash, deodorant, a safer car, get retirement pension plan.

Humour- humour causes consumer to watch advertisement, laugh on it, and most important is to remember advertisement and also the product connected with humour. For example- Happydent, and Mentos.