Another point to remember when analyzing an ad is to decide what technique is being used to communicate the message to the audience.
Advertising appeals is the term used to describe the approach which determines what the advertising message will communicate to influence the audience’s response and feelings towards the product or service.
Some of the basic appeals are:
- Happy families
- Luxurious lifestyles
- Dreams
- Love
- Successful careers
- Glamorous places
- Nature
- Art and culture
- Self-importance
- Humor
- Childhood
From reading the list of appeals you can straight away see that advertisers pinpoint our social needs to make it more effective. Advertisers use these appeals to also create need!!! They have to make us aware that we need it in order to sell the product.
In other words, this is also known as BRAINWASHING!!
