Appealing to your audience's emotions can be achieved through strong imagery, impactful text or powerful music. An emotional advertising appeal depends more on feelings and perceptions than logic or reason to provoke action.
Fear Appeal
Using strong visuals, ads can draw on hidden fears. Some ads draw on personal fears, while others draw on a sense of loss. In this graphic ad, fear of losing something awesome may motivate people to take action and help save the forests.
Humor Appeal
Humor can bring relief to what might otherwise be a mundane and expected ad. The right type of humor will grab attention for organic engagement from your audience. Humor can be risky, so businesses really have to know themselves and their audience before committing to something that could bring negative attention if there is a misunderstanding. Virgin Mobile is always pushing the boundaries with sex-charged jokes and this bus humor is right up their advertising alley.
Endorsement Appeal
We all know that many of the professional athletes, actors, actresses and celebrities that push products aren't necessarily an important part of the product, but the effect is still felt. Mila Kunis hardly has much to do with Jim Beam's brewing process, but she is a strong endorser of the product. Beautiful, strong, and believably familiar with her whiskey, the actress puts her stamp on the brand and adds authority without being in the industry as any kind of professional.
Celebrities, athletes and big-name influencers are used quite often to endorse products in order to stir popularity despite having nothing (or little) to do with their creation, direction or knowledge of the industry. The ad world (or sports world) may never forget how Joe Namath endorsed pantyhose he admittedly did not use.
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