I’m not afraid to admit it; I have teared up watching a television commercial. I’ve also laughed until my sides hurt, and have gotten lost in the past all from the comfort of my couch. To think that these incidents were merely coincidence would be incorrect. Advertisers play with different appeals in order to make the biggest impression with us as consumers.
First, some background as to what advertising appeal really is: it’s the reason for a person to buy a product. There are several different appeals that a campaign can use to their advantage to sell the most amount of product. They include the following examples:
- Slice-of-Life: Shows people (our peers) in normal, everyday settings in order to make the product seem to naturally fit into consumers’ lives. Even though I have never heard of the bread company mentioned in this commercial, I really liked how consumers could insert themselves seamlessly into any or all of these scenarios:
- Humorous: Advertisers are hoping that by making you laugh or chuckle at their product’s ad that you’ll easily remember it the next time you’re in the store. I could have included the Snickers commercial featuring Betty White, but I assume you know that one by heart so here’s one of the runner-ups:
- Real/Animated Product Symbols: Character(s) that can best represent the product in advertisements. I loved the Mac versus PC commercials a few years back, so I decided to highlight one of them to enjoy:
- Mood or Image: A certain ‘feeling’ is portrayed in order to build recognition among the viewers. I honestly tried my hardest to find another example besides a Pure Michigan commercial; however, none that I viewed even came close to the feeling of utter tranquility and calm of this one:
- Nostalgia: Our brains are hard-wired to remember the good times and forget the bad times. Advertisers tap into that and often time bring us back to yesteryear (even if we weren’t alive then) in order to give us that warm, fuzzy feeling of days gone by. This Chevy commercial epitomizes those carefree days before our stress became a part of our everyday lives:
No matter which appeal advertisers use, there are some goals that should be met:
- Immediately drawing attention to the advertisement regardless of its format: print, visual, or audio-based.
- The message should hold consumers’ interest and create a desire for the good or service.
- Finally, there should be motivation to actually purchase the product (shocking).
If these three components are met, then the commercial is considered a success. Well, at least in the advertisers’ and marketers’ minds. We may think differently, especially if we continually see the same commercial again and again.
Which of these appeals do you like best? Do you know any other commercial examples that better show these appeals? Sound off below!