Types of Advertising Appeals

Published on: Jan 28 2011 by Shenron

Advertising in its true sense is a form of communication purposed to persuade the people in a view to encourage the sales of a product or service. The main objective of advertising is to highlight the vital features of products and services. It is through advertising that most of the companies or businesses promote their products and services in an effective way. Advertising is a broad term that includes a lot of diversity and versatility. Several different means and appeals are used in advertising to reach and connect to the masses all over the world. Following is given a brief description of some of the several different advertising appeals.

Different Types of Advertising Appeals

Audio-Visual Media Advertising

As the name suggests, this sort of advertising utilizes the most popular audio and visual media to advertise products and services. Audio/visual media advertising is one of the most effective and productive way to encourage the sales of products and services.


It is sort of advertising appeal that deal with encouraging the people to do some particular thing or follow a trend for majority of the people are doing it or following it. It is a matter of human psychology that they usually do what majority of the people are doing. So, the advertisers control the minds of the people through such advertising.

Black and White Fallacy

Black and whiter fallacy is a type of advertising appeal in which the advertiser presents only two choices and induces the people to purchase the product or service.

Card Stacking

This sort of advertising appeal presents a comparison between two rival products. The aim of the advertiser behind presenting this comparative study is to present his/her product better than the other product so as to encourage the sales by promoting the product.

Classified Advertising

It is also a most common type of advertising appeal in which advertisers promote their products of services through newspapers or periodicals. This sort of advertising also allows the advertisers to introduce them globally.


Corporate Advertising

In this sort of advertising appeal, advertisers promote their corporate logos or messages on a major scale. Corporate advertising targets public by advertising through hot air balloons, or even by placing their corporate logos on booster rockets or space stations to gain publicity on a large scale.

Covert Advertising

Covert advertising is known as an indirect mean of advertising wherein a product is publicized via television shows or movies. In shows or movies, actors or characters are shown using certain products and people often opt to prefer those products used by their favorite actors or character over other competitor products.

Demonizing the Enemy

In this type of advertising appeal, the aim of the advertisers is to present the class of people with differing opinions objectionable. The people with opposing opinions are represented as an unpopular class of the society. Hence, we can say that this advertising aims to promote an idea by discouraging other opposing ideas.

Direct Order

Direct order is a type of advertising appeal where the advertisers suggests the audience to take necessary steps so that to prefer or choose a certain product. These steps are relatively simpler to pass along the ideas behind them easily to the consumers.


This sort of advertising appeal aims to disperse the false information decisively. Through spreading false rumors about competitor products or services one aims to promote their own product and services.

Email Advertising

It is fairly a new phenomenon in the advertising wherein the advertisers promote and encourage sales of their products through emails. Email advertising allows the advertisers to promote their products to majority of people. It can be either inbound or outbound.

Emotional Words

Some advertising appeals make use of emotional words to entice or induce the people related to certain product or service. The advertisers choose words carefully that affects the people minds directly such as luxury, satisfaction or comfort. Use of such words helps the advertisers to promote their products by creating positive feelings.


Like emotional words, euphoria is a type of advertising appeal that makes use of special events to promote their products. Advertisers on special occasions offer discount on their products or reduces the prices of luxury products to appeal more and more people.


Flag-waving is an advertising appeal that aims to use patriotic theme to advertise their products. An emotional factor is involved here that uses the patriotism as an emotional factor to induce the people to purchase the certain product.

Glittering Generalities

Logical fallacies are involved in glittering generalities. This advertising aims to promote their product merely through the use of tempting words where no much clue is given about the product.

Half Truth

In this type of advertising appeal, a lot of emphasis is given on the use of double meaning words or statements. These words and statements are usually deceptive.

Interactive Advertising

Interactive advertising appeal is a form of advertising that focus on the use of interactive media to publicize their product. In this sort of advertising, advertisers arrange exhibitions or trade shows. The aim of organizing these exhibitions or trade shows is to promote their product by offering discounts or giving free gifts to encourage the sales. This advertising also involves the free distribution of the samples of newly introduced products.

Internet Advertising

Internet advertising like email advertising is a recent phenomenon. With the popularity of internet, more and more people are involved in it so advertising through websites is a great way to publicize your product globally. If you want to create a website for advertising, you can hire experts like Web Design Cardiff.


Labeling or categorization is another important aspect of advertising where it is used to increase or lessen the apparent quality of the product.


Name calling is another type of advertising appeal wherein the advertisers directly or indirectly target the competing products. Direct name calling involve the direct competition while in indirect name-calling the advertisers make use of pun or sarcasm to degrade the competing product.

Outdoor Advertising

Outdoor advertising is a type of advertising appeal in which advertisers promotes their products by the means of billboards, kiosks, or tradeshows. Outdoor advertising is a broad term which makes use of variety of different advertising tools to induce the people.

Performance-based Advertising

Performance based advertising is totally based on the advertising agencies. If the advertising agency is able to show results, advertisers will pay the agency otherwise advertising agency has to bear all the expenses on their own.

Plain Folks

It is a type of adverting appeal in which advertisers make use of common people to publicize their products. In this sort of advertising, the emphasis is own the use of homey words instead of bombastic or tempting words. The promoters of this idea believe that sometimes simple and natural approach has the great impact on people minds than fascinating advertising.

Print Media Advertising

Print media is the most efficient mean of advertising. Perhaps, it is the only mean by which you can reach to a large number of people. Print media involve newspaper, magazines, brochures, manuals, etc which help publicize the product among the majority of the people.

Public Service Advertising

Public service advertising is a type of advertising appeal which is used to communicate with the people about the common social problems such as poverty, inequality, Aids awareness, pollution, global warming or deforestation. There are many other social messages related to many issues which are conveyed to people through public service advertising.

Quotes Out of Context

This sort of adverting appeal is most commonly used in political documentaries where renowned quotes are used in their modified forms to alter their meanings according to the requirement.

Relationship Marketing

Relationship marketing as the name suggests is something that deals with the relationship between the advertiser and costumer. The main aim of this advertising is to maintain the proper relationship with the customers by providing services up to their satisfactions.


This sort of adverting appeal aims to repeat the product’s name several times within an advertisement. In order to achieve their goal, advertisers make use of jingles.

Scientific Evidence

In this advertising appeal, the advertisers provide the people with the surveys results conducted about the advertised product. Several statistical evidences and survey reports are used to advertise the product.


This term is a combination of two terms, i.e. ‘shocking’ and ‘advertising’. Assuming these two words, you can understand easily that this advertising is based on shocking ideas, images or scenes to promote the product.


These are the noticeable, unusual, remarkable and catchwords or phrases which are used in an interesting and amusing way to promote the product.  Slogans are created with a lot of focus to express the product in a more effective way.

Snob Appeal

This advertising appeal is an opposite of bandwagon technique. The objective behind using this advertising appeal is to make people realize that by using a certain product they will appear unique, prominent and different from rest of the people.


Like name-calling or labeling, this advertising appeal also makes use of categorization where a product is labeled or categorizes under several entities.

Subliminal Advertising

This type of advertising appeal is based on the subliminal messages. These messages are mostly perceived by the people instinctively. Subliminal advertising uses the messages which are usually hidden and based on optical illusion.

Surrogate Advertising

Some of the times a product are banned for one or another reason. In that case, the rival companies take advantage of this time and launch their own product with the similar name. This in turn helps them to attract the people who are already familiar with the product legally banned for some obvious reason.



It is a matter of common observation that people follow what their favorite actors/actresses do. These figures are their ideal and they try to adopt whatever they do. In this advertising appeal, advertisers tactfully introduce celebrities as ambassadors for their products to encourage the sales.


This type of advertising appeal has two aspects: a positive aspect and a negative aspect. In positive approach, the advertisers link the product to a respected class of the society whereas in negative approach the product is associated in a comparative way to the unacceptable class of people.

Unstated Assumption

Unstated assumption is a type of advertising appeal wherein the concept behind any product or service is advertised again and again. In this sort of advertising, the advertisers don’t present the ideas clearly rather they utilize several methods to present their ideas and that too implicitly.

Viral Advertising

Viral advertising is a type of advertising appeal wherein the advertisers promote their products on a large scale. The aim behind this is to attract the large number of people in a quick time. This type of advertising is done in the form of Internet advertising or word of mouth advertising.

Word-of-Mouth Advertising

Word of mouth is one of the most effective means of advertising appeal. In this type of advertising a brand name is often associated with a common noun. For instance, we can explain this with an apt example of Vaseline. In this case the brand name, Vaseline is substituted with a product name, to say ‘petroleum jelly’.

Start building your dream business abroad  with the help of the professional corporate services in Malaysia. Then start advertising your brand using some of the most popular advertising techniques. mentioned above. These are some of the most popular advertising appeals used by majority of the advertisers all over the world to publicize their products and services. Advertising is an important mean to make your product public. Perhaps, without advertising, it becomes very tough to publicize your product to the masses and encourage the sales. It is important to select the right type of advertising appeal to advertise your product to get it familiar among the majority of the people in an effective way.

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