Creators of advertising campaigns use two basic strategies in trying to motivate you, the consumer, to buy a product. The first involves making CLAIMS for a product. Claims provide information. They direct your attention to the product itself by describing how it is made, by explaining its features and benefits, by reporting test results from experiments with the product, and so on.
CLAIMS
1) Product Superiority
2) Weasel Words
3)Test Results
4) Product Benefits
5) Product Reliability
6) Product Endorsements
- Candid Interview
-Celebrity testimonial/association
-Expert testimonial
- Employee testimonial
The second strategy may be called APPEALS. The emotional side of your personality is the target for appeals. Appeals side step rational thought and stir your desires, hopes & fears, ideals, beliefs, and dreams. They are constructed in such a way that your unconscious mind creates associations between emotional states and the product the advertisers want you to buy. Your memory is tricked into linking (associating) the product with certain desires or needs. For example, a car provides transportation - but the ad links the car with adventure & excitement, youth & beauty, or social status.
The associations that are formed are seldom logical ones . They create an emotional reflex that we do not normally notice - which is precisely why appeals work!
APPEALS
1) You Deserve it !
2) Love & The Look
3)Image & Self
* Youth
** Success
*** One of the Crowd
***A Person of Distinction
3) Life Style- Living the "good life"
4) Security - protection from your fears
5) Family - adult responsibilities & the love that lasts
6) Patriotism - "For my Country!"
