Summary of the Essay "Advertising Appeals"

Advertising Appeals – Summary
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Advertising Appeals – Summary
Solomon, Marshall, and Stuart’s classification essay, “Advertising Appeals”, published in Marketing: Real People, Real Choices, states that the primary aim of making an ad is to call for action by grasping the attention of potential customers through testimonials, “slice-of-life”, and fear strategies. This is commonly known as “advertisement appeal.” In the first strategy, advertisers often use testimonials from experts, celebrities, or ordinary people to endorse a product by describing its effectiveness (AdAge, 2018). While the use of celebrities is often expensive, it is effective in countering steep competition from rivals such as in the case of Coca-Cola and Pepsi. Secondly, “slice-of-life” appeals require that ads portray a dramatized real-life scenario of people buying and using the products (Phusapan, 2013). This strategy is effective in advertising fast-moving consumer products such as peanut butter. Lastly, fear ads contain the potential negative effects that people might face when they do not consume a certain product. Most of the ads in this category ...