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[Music] if you had to guess how many ads do you think the average person is exposed to daily 100 500 maybe a thousand digital marketing experts actually say that we're susceptible to anywhere from 4,000 to 10,000 ads a day whether it's TV commercials magazines online articles radio advertisements or even those videos that you want to skip before watching a YouTube video you're nearly constantly exposed to various brands now if you're a marketer yourself this poses a problem how do you get your ad to stand out well to begin you must understand the two categories of advertising appeals emotional and rational from there you decide from the 23 types of Appeals that will effectively reach your audience now what are those 23 types of Appeals that's a great question and that's exactly why I'm here hello world my name is Mike plugger with viz me and over the next few minutes I'll explain and provide examples of each of these 23 types of Appeals to help you better brand your product [Music] our first 14 types of Appeals fall under the emotional category these are intended to provoke feelings and emotions through imagery impactful text and even strong music the personal appeal is often referred to as the emotional appeal it can persuade a viewer by inciting sadness jealousy happiness anger you name it take this Gillette ad for example it appeals to the concerns of fathers by using actual sandpaper and research to show the importance of skin-to-skin contact with a newborn baby in the effects it could have later on everyone wants to feel included or a part of the most popular trends and we're all influenced by what surrounds us the social appeal captures just that this IKEA example makes use of the social appeal by playing into these insanely popular TV show The Game of Thrones even non Watchers like myself know the phrase that winter is coming but IKEA put their own twist on it after learning that the show uses IKEA rugs to recreate Jon Snow's cape fans of the show instantly recognize it appealing to their social desires everyone has a fear some were willing to admit others were not and some we may not even realize do some strong visuals helps bring out those fears in us here the fear of losing even the most exotic animals may motivate us to want to save their habitat if so we note the link and we take action bringing humor into an ad can be very effective it'll grab attention and spark response in a viewer however it's much more rare because humor is subjective what one person finds funny another person might find offensive so a marketer must fully understand their audience given its name Virgin Mobile will push the boundaries of their advertisements with sexually charged ads this bus here is no exception we've all seen celebrities and athletes put their name on a product whether it was Beyonce and Pepsi or Peyton Manning and Papa John's or even mr. t and Snickers were all influenced by these huge names even though they have nothing to do with their creation of the product these ads stir popularity and if your favorite celebrity is using a product you're more likely to follow suit we've all heard the phrase sex sells and most often it does that's what companies employ the most attractive models and even use sexy product shots in their ads the most thought of example with this is Victoria's Secret but you also see with Old Spice GQ and Calvin Klein as you have here heck even Hardee's gave it a whirl when Kate Upton was seen eating their burgers in a sleek convertible it's not something you'd expect but hey they went for it a lot of us are suckers for a good love story and just as romantic movies are big hits the same can be said with romantic advertisements they give us powerful inspiring feelings and it even will give us a sense of nostalgia Ralph Lauren utilizes this appeal quite often and quite frankly it doesn't take much just a couple that shares the look of love and happiness the target audience for the youth appeal is actually the older generation but advertisers will use actors who are much younger than that target audience and advertisers want the consumer to feel younger and more energetic and they lead us to believe that this can happen by using their product this Centrum silver ad uses Bruce Springsteen's energy and passion despite his age and in doing so it makes us believe that Centrum silver is what creates such liveliness in someone car companies active lifestyle brands and travel companies love the adventure appeal hypothetically these show us where their products can take us it's new and exciting to the consumer and it even creates a sense of what if think of Patagonia or Jeep as seen here just by seeing this ad it makes me want to get a car that can take me to the beach off-roading or wherever life takes me unfortunately for now I'm stuck with a standard sedan similar to the social appeal is the popularity appeal when a lot of people want to wear or do something you want to do it too and companies will purposely brand their products with their logo - Insurance Society picks up on that trend one excellent example of this is actually a video which marketed the release of Baywatch in 2017 they held a slo-mo marathon in hundreds of the movies anticipate or participated in the event I can guarantee you've never seen anything like it so I encourage you to check it out to see what the popularity appeal is all about just like in movies the music played over an ad must complement the setting or else the mood can be very confusing the right music can inspire motion or even encourage action from a viewer there's an advertisement by Kohler TV where their music is upbeat and provides a very happy energy that adds to the color and quick shot transitions in the end this won't make a viewer want to buy their brand rather than one of the others our twelfth appeal is the empathy appeal and this can actually be one of the more tricky techniques you got to get a viewer to identify a problem that they've maybe never seen before and this is typically used in public service announcements to evoke emotion and understanding a cause which is exactly what you have right here with this safe at home foundation advertisement the viewer will better understand the consequences of domestic violence and be more inspired to help after seeing the powerful imagery complemented by some research turning dreams into reality is exactly what you have with the potential appeal this is all about what could be in Lego nailed it when they helped kids see their potential with a series of ads placing them in rock stars fire suits or space suits as you have here these ads were placed all around schools playgrounds and museums where not only the kids would see it but their parents would as well the brand appeal allows companies to sell their product for higher cost due to consumers wanting to reach a higher status level that can only be achieved by wearing or using the brand this product has nothing to do with quality and everything to do with perception take Starbucks for example everyone wants to be a part of the exclusivity that the logo carries and one status Rises when drinking Starbucks rather than an off-brand of coffee now that we've covered all the emotional Appeals let's break into the rational ones these are focused on facts and logic and are much more trustworthy and authentic than the emotional appeals that we discover the first type of rational appeal is the pain solution now most of us will wait to act until there's a problem that needs to be solved we know we need help in these ads direct us on where to go and what to do to solve the issue this IKEA ad here focuses not on the product but the solution that they're providing for their consumer brands are typically much more successful if they identify a problem and create a solution to fix it the scarcity appeal is most often paired with the words limited time the product may be available but not for long and it may be even harder to find making it more desirable for the consumer Cooke nailed this appeal with their personalized bottles campaign everyone wanted a bottle with their name on it or it sent photos of bottles to their friends sure more impulse buys were made with this appeal but who didn't want to cope with their name on it I sure did next we have the statistics appeal and whoa Mark Zuckerberg Marla Zuckerberg yeah this add transform to the Facebook creator into a woman why to highlight the wage inequality between genders with facts and statistics and in this case little imagination you can appeal to those who are more rational in their approach now although it's effective testimonials don't just have to be someone speaking highly of a product you can think outside the box like Doritos did when they asked fans to submit Super Bowl commercial ideas yeah they got the public involved and more people were interacting with their brand by thinking outside the box these ads stand out from the crowd our 5th rational appeal is the contrasting appeal and surprise we have another IKEA example clearly they need to pay their advertising team more as they have some of the best examples that we have seen now the contrast appeal can compare your product with another or even highlight what life would be like without your product here you can see the contrast between the unboxed ikea unit and the surrounding units that clearly need to shop at the store with contrast you can show how your brand is a step above the rest in a subtle way our next ad example is not a shoe ad this is an issue sole ad this is actually a car advertisement by appealing to those who have a love for fancy leather shoes you're also reaching those who have a love for fancy cars like BMWs it all signifies a certain status level that is quite subliminal often you'll see apartments and fashion brands using this method and I do hope that whoever drove with these shoes didn't get too many speeding tickets as they had a clear love for the gas pedal not every person or product is perfect and guess what that's ok being transparent about your flaws with an audience can show realness and in a sense actually earn brownie points Volkswagen had a problem with third row seating in one of its earlier models when they revealed a new model with additional seats they played off of that previous model we've posted the link to this commercial down in the description so I encourage you to check it out for yourself with the beauty appeal advertisers are showcasing their product in the most appealing way possible whether it's perfect lighting or maybe photoshopping blemishes all the focus will be on the product this way the buyer can compare and choose the product that's right for them this catalog from West Elm has Beauty shots of all their products perfectly staged lit and accessorized speaking of photo editing sometimes a more natural appeal will connect better with an audience it's not about the promise of perfection and more about natural beauty this ad by Lane Bryant takes the expectations of attraction and throws them in the trash with the I'm no angel campaign it's everything Victoria's Secret is not and that message will leave an impact with their target audience Hey ladies and gentlemen that is it that is all 23 types of advertising appeal so now it is your turn next time you're watching TV reading a magazine or scrolling through the web see if you can detect which type of appeal is being used then when you want to market your product you'll have an idea of how to do so before you go make sure you subscribe to our Channel and head to visit me comm to see how we can help you until next time my name is Mike plugger with viz me helping you make information beautiful here the fear of the losing map symbol here the fear of losing even the most exotic animals may might hear the fear of losing even the most exotic animals may mate oh my gosh may motivate us