Advertising intends to promote the sales of a product or service and also to inform the masses about its features. It is an effective means of communicating the value of a product or service with people at large. Advertising utilizes different media to reach out to the masses. It uses different types of appeals to connect to consumers spread across the globe. The various types of advertising appeals use different ways to highlight product features and draw attention of the masses.

• WHO the ad is aimed at - describe them demographically and psychographically
• WHAT is being advertising and WHAT is specifically highlighted about the product (the benefits) in this ad?
• WHY this helps sell a product
• WHERE/WHEN this ad might appear in order to reach its target audience

Five Appeals That Advertisers Use to Sell a Product

Appeals speak to an individual’s need, wants or interest. The most common advertising appeals include use of fear, humor, rational, sex or bandwagon propaganda.

Fear

Fear appeals focus on the negative outcomes that can happen because of an action or inaction. Advertisers use fear appeals to promote an immediate behavior change such as eating healthier or not smoking.

Humor

Humor appeals make consumers laugh and create an emotional link with the product. A well-executed humor appeal enhances recollection, evaluation and the intent to purchase the product. 

Rational

Rational or logical appeals focus on the consumer’s need for practicality and functionality in a product. Advertisers relay this message by focusing on product features and cost. These ads tell consumers the benefits associated with the purchase of a product. The advertiser then provides proof to back up the claims. 

Sex

Sex appeals capture attention, but seldom promote product consumption. Effective sex appeal ads convey a specific message to the target demographic group. Beer advertisers often use sex appeal to promote their product to men. The typical scene involves several young, average-looking men in a bar.

Bandwagon

A bandwagon appeal makes consumers believe they are missing out by addressing the consumer’s need to belong. Food and drink ads show hip young adults enjoying a product and ignoring the individual who chooses the less popular product. Medical products show consensus by indicating the number of medical professionals who support the product.

http://www.buzzle.com/articles/types-of-advertising-appeals.html