APPEALS AND

EXECUTION STYLES

Sanjeev Kumar

INTRODUCTION
Once the major selling idea/ big idea and the
advertising campaign theme has been agreed upon, the
creative team then turns its attention to determining
the specific type of appeal and execution style that will
be used to carry out the creative concept.
The focus of this lecture is on how the advertising
message will be executed and considers the various
appeals or approaches used to as well as the creative
execution styles that can be used to turn the appeal
into an actual advertisement

APPEALS AND EXECUTION

The advertising appeal refers to the
approach used to attract the attention of
consumers and/or to influence their feelings
toward the product, service, or cause.
An advertising appeal can also be viewed as
something that moves people, speaks
to their wants or needs, and excites
their interest.
The creative execution style is the way a

ADVERTISING APPEALS
Advertising appeal refers to the basis or
approach used in the advertisement to elicit
some consumer response or to influence their
feelings toward the product, service, or cause.
At the broadest level, these approaches can
be broken down into two categories or classes
which are informational/rational appeals
and emotional appeals

ADVERTISING APPEALS
Informational/rational appealsThese types of appeals focus
on the consumer's practical, functional or utilitarian need for
the product or service and/or specific reasons for owning a
particular brand.
Emotional advertising appeals - These advertisements whose
main purpose is to relate to consumers' social and/or
psychological needs for purchasing a product or service.
convey an image.
Both for emotional and rational appeals, different formats or
execution strategies and different types of endorsers can be
used

ADVERTISING APPEALS

RATIONAL APPEAL:
EXECUTION

Talking head: features an ordinary person

telling a story in his or her own words. It relies
on the positive membership reference group
effect.
Demonstration: shows how the product can
be used and takes away any anxiety about
how to use the product.
Product in Use : Harpic Flushmatic
Before and After: Fair and Lovely anti Marks
Cream

TALKING HEAD

DEMONSTRATION

RATIONAL APPEAL:
EXECUTION

Problem solution: shows first a problem and next the solution the
brand can offer.

Testimonial: This format features real experiences of real people,

backed by evidence
Slice of life : This style shows one or more typical people buying,
using or preferring the product in the normal setting
Dramatisation: is a more intense form of a slice-of-life.
Comparative advertisement: can be used as a means of
differentiating the brand from a competitors. In direct
comparison, the ad explicitly names the comparison brand, while
in indirect comparison the brand claims to be superior on certain
attributes.

EMOTIONAL APPEAL
:EXECUTION
Humour :Humorous advertising can be defined as an appeal
created with the intent to make people laugh
Eroticism: Defined very broadly, an ad can be classified as
erotic if one or more of the following elements are present:
partial or complete nudity, physical contact between two
adults, sexy or provocatively dressed person(s), provocative
or seductive facial expression, and suggestive words or
sexually laden music, etc.
Fear :Fear appeal is negative appeal that cautions consumers
against a risk or talks about the ills of not using a product.
Agony: Help people get out of problem