Moral Appeals - These are appeals that are related to the ethics and norms of the society. These appeals inculcate some kind of moral values in the minds of the consumers besides promoting the product. Example, the latest ad of Tata tea- ‘Jago Re’, wherin the tagline states “Khilana Band, Pilana Shuru”, clearly attacked the corruption existing in the system besides promoting their tea. The ad also showed that the youth of the country is awakened and would not succumb to these malpractices prevalent in the society.
Figure : Click on the link below to see an ad by ‘Tata Tea’ with a ‘Moral Appeal’ against Corruption
Many social ads also use moral appeals example,campaign against female foeticide/ infanticide, female literacy campaign and so on.
Patriotic Appeal -These appeals aim at the patriotic instincts of the consumers. ‘Bajaj Scooters’ ad has been using this kind of ad when it says, ‘Desh ki Dhadhkan’. The ads which promote tourism in India also resort to this kind of appeal, example, ‘Incredible India’. ‘Amul’ being the indegeneous brand also uses the slogan, ‘Amul, the taste of India’.
Figure : Click on the link below to see India promoting its ‘Tourism’ with the help of ‘Patriotic Appeal’.
Value Addition 8: Video
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Patriotic Appeal
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Click on the link below to watch an ad of MP based on patriotic appeal and depicting ‘Incredible India’.
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Figure : Click on the link below to see ‘Patriotic Appeal’ used by Amul.
The advertiser can use any appeal whether rational or emotional or some other type which suits the instincts of their audience. Many a times, advertisers also use a mix of rational and emotional appeals to make the ad more effective. But it is very important that they choose the right appeal that matches their product in order to get the desired response in the form of actual buying.
Figure : Tata tea ad uses both feature appeal (promoting two different varieties of tea- ‘Premium and Agni’) and moral appeal (‘Jago Re’)
Value Addition 9: Examples
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Some Examples of Various Types of Appeals used by Advertisers
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Click on the link below to see examples of different products and brands that have used different appeals such as fear, vanity, profit, health, love, fun, admiration, progress, testimonial and scientific evidence.
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Value Addition 10: Activity
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Types of Appeals
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Watch a popular television program that shows a number of ads during the program. Identify three advertisements that have used rational appeal for the product and three that depicts the use of emotional appeal.
Was there any ad that used a combination of various appeals? If yes, what was its proportion to the use of only rational or emotional or any other appeal?
What do you infer from this? Discuss your findings with your peers or mentors.
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Value Addition 11: Pause and Think
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Identify the use of different appeals
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Identify the type of appeal used in the following ads:
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Hint:
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