Messages Appeals
messages
rational
Emotional
Emotional vs rational
appeals
Emotional
try to bond the consumer
with the product, but The
effects of emotional ads are
very hard to gauge.
Rational
appeals are easier to recall.
Feeling = hard to reach
If succeed, Emotional appeals
have been found to have a
strong effect on attitudes
towards both the
advertisement and the
product.
Thinking = data interpretation
LOGICAL
RATIONAL
SCIENTIFIC
EVIDENCE
Personal Appeal
MESSAGES
APPEAL
The definition often
overlap ;
it’s not mutually
exclusive
Social Appeal
EMOTIONAL
Fear Appeal
GREY AREA /
COMBINATION
Humor Appeal
Moral appeal
Daya tarik rasional:
•Untuk menginformasikan dan
membangkitkan diri audiens dengan
menunjukkan bahwa produk
tersebut akan menghasilkan
manfaat yang dikatakan (pentingnya
produk social tersebut)
LOGICAL APPEALS
“ If I give enough good
reasons I can’t possibly be
wrong”
Berikan alasan-alasan yang
masuk akal mengenai masalah
ataupun program yang kita
tawarkan
SCIENTIFIC EFINDENCE :
Fact, Figures and statistics..(2)
• use statistics and figures
to display aspects of the
product and its popularity
in particular.
• using proven facts and
numbers (ex: statistics)
http://www.vaccinews.net/2014/05/strong
-surveillance-immunization-needed-toeliminating-polio/
EMOTIONAL APPEALS
Personal
Appeal
Emotional
Appeal
Social
Appeal
• Related to an individual’s
psychological and social
needs for purchasing
certain products and
services.
Humor
Appeal
Fear
Appeal
• attempts to create
positive or negative
emotions in the viewer
(ex: joy, jealousy,
sadness, rage, etc.)
Daya tarik emosional:
• Membangkitkan emosi
positif atau negatif yang
akan memotivasi khalayak.
• Daya tarik emosional
positif dapat berupa
humor, cinta dan
kebahagiaan sedangkan.
• Daya tarik emosional
negatif dapat berupa rasa
takut, rasa bersalah dan
rasa malu.
https://www.pinterest.com/pin/57280164633
2454347/
Personal Appeal ..(1)
• a personal attractiveness
or interestingness that
enables you to influence
others (related with
messengers)
http://www.apunkachoice.com/content/article/sid100014634check_out_go_goa_gone_girl_puja_gupta_in_a_vegan_dress_for_pet
a/
Personal Appeal ..(2)
• Some personal emotions
that can drive individuals
to purchase products
include safety, fear, love,
humor, joy, happiness,
sentiment, stimulation,
pride, self esteem,
pleasure, comfort,
ambition, nostalgia etc.
http://imgarcade.com/1/hpv-vaccine-ad/
Social Appeals
• Social factors cause
people to make
purchases (to
change) and include
such aspects as
recognition, respect,
involvement,
affiliation, rejection,
acceptance, status
and approval.
https://www.pinterest.com/sydneybenson/socbullying/
Social appeal..(2) : be a hero
• For people concerning
positive value.
• Plays into your need to
help save the planet,
• give to charity or help
find a cure for a disease.
https://www.pinterest.com/siggna/just-sayno-to-plastic/
HUMOR APPEALS..(1)
• Humor can be an excellent
tool to catch the viewer’s
attention and help in
achieving instant recall
which can work well for the
sale of the product.
• Humor can be used
effectively when it is related
to some benefit that the
customer can derive
without which the joke
might overpower the
message.
https://shamecon.wordpress.com/2010/08/09
/review-got-milk-magic-milk-straws/
HUMOR APPEALS..
• Overall, humorous ads
do get attention
• Distraction: Humorous
ads inhibit the consumer
from counter arguing
(thinking of reasons not
to agree with the
message), increasing the
likelihood of message
acceptance.
https://www.reddit.com/r/vegan/comments/3fduiq/wh
en_peta_euthanises_animals_they_are_bad_though/?r
ef=readnext
FEAR APPEALS..(1)
• Advertising that attempts
to create fear to sell
products.
• You should “buy” or
“adopt” this product or
something bad could
happen to us, our families
and friends, or country
https://www.pinterest.com/pin/422212533788
394151/
FEAR APPEALS..(2)
• Fear is also an important factor
that can have incredible
influence on individuals.
• Fear is often used to good effect
in advertising and marketing
campaigns of beauty and health
products including insurance.
• Advertising experts indicate that
using moderate levels of fear in
advertising can prove to be
effective.
Don’t talk while driving
https://jobwisetraining.wordpress.com/2014/1
0/30/changing-thoughts-changing-future/
Daya tarik moral:
• Ditujukan kepada
khalayak untuk
memberitahu
mengenai apa yang
baik dan benar,
biasanya digunakan
untuk mendesak
mereka supaya
mendukung usahausaha sosial.
http://www.wsj.com/articles/SB100014241278
87324281004578356422222235976
Other appeals ...
Sexual Appeals:
•Sex draws attention
to the ad but may be
counterproductive
unless the product
itself is related to
sex
https://emmasheaphotography.wordpress.co
m/2014/11/21/350mc-peta-advertisements/
Messenger Appeals
SPOKEPERSON /
ENDORSER
• PERSONALITY SYMBOLS :
• Focus on person / non
person personality as a
main character of the adv–
• (both celebrity / non
celebrity endorsers)
• Ex :
got milk : character of
celebrity – creative, smart
• - bill gates = vaccine
BEAUTIFUL PEOPLE
• Using good-looking
models in ads to
suggest we’ll “look like
the models” if we buy
the product.
PERSONALITY SYMBOL :
PRODUCT PERSONIFICATION
(A CARTOON CHARACTER)
Uses a cartoon character or imaginary
character to entice an audience (ex :
children) to want the product.
Personifikasi produk perupakan
karakter yang diciptakan berdasarkan
adanya suatu produk untuk
menguatkan image produk tersebut.
Ex : karakter gigi membuat anak tidak
takut untuk periksa gigi dalam gerakan
periksa gigi setiap 6 bulan sekali
http://id.aliexpress.com/popular/dentistpicture.html
TECHNICAL EXPERTISE :
• Focus on expertise of
the endorser 
• Ex :
• Dr oz – dokter yang
dipercaya untuk
masalah diet
http://www.examiner.com/article/dr-oz-highprotein-diet-aids-weight-loss-preventdiabetes-and-heart-disease