There are many types of emotional appeals but the eight most common are:

1) Transference

Transferring emotions from a concept or object to another concept or object.

2) The Product as Hero

This is the cousin to the product demonstration since it shows the product in use. But it uses emotional appeals rather than factual ones.

3) Glittering Generalities

Using vague adjectives loaded with positive emotional connotations to promote a product, person, or idea.

4) Slice of Life

Tell a real story about a real person with a real need. Then solve that need with your product, person, or idea.

5) The Spokesperson

Trust me .......

6) The Slogan

As Hitler noted in the previous section, slogans have enormous power. They can condense complex ideas into an easily remember phrase. And a memorable slogan can short cut critical thinking.

7) Name Calling

Make your product look good by making the other product look bad. Side by side product demonstrations are one way to do this.

8) The Bandwagon

Peer pressure applied to the marketplace of goods and ideas.

1) Transference

The advertisement introduces an emotional concept (often sex) and subtly transfers the positive or negative emotions associated with that concept to the product.

But when you analyze the "facts" in a transference ad, the equation often reads:

Drink beer = get sex

Drive car = get sex

Buy office chair = get naked woman

While sex is a common target of transference, it's not the only one. The ad to the right links tobacco with "women power".

The political version has a candidate stand next to a flag or kiss a baby. Or it juxtaposes a picture of them with negative images, like the ad to the right. With negative ads, transference is combined with "Name Calling."

2) The Product as Hero

To succeed, the ad must relate to the reason consumers buy the product and the way they use it.

This technique is often found in health products such as deodorant, toothpaste, mouthwash. Cleaning supplies also use this technique, as in the Wisk "Ring Around the Collar" campaign.

It is related to the factual technique of product demonstration, but often relies on emotional impact rather than facts about the product. When the focus of the ad is a person rather than the product, it's called a "slice of life" ad.

3) Glittering Generalities

These adds use words like "best," "greatest," "preferred by" but don't support them with specific facts. Instead of facts, emotional triggers like "freedom," "truth," "liberty" are used.

The classic Miller Lite "Tastes Great - Less Filling" campaign was designed around two glittering generalities.

As you can imagine, Glittering Generalities is a favorite technique of political ads.

4) Slice of Life

First, show a problem but never in the abstract. Always link the problem to a specific person.

Next, give advice on how to solve the problem. This advice always involves the product.

Next, show the solution. The product is always the solution.

Finally, show reward. There must always be a "payoff" that shows the person with their problem resolved. It's this reward that implants the value of the product on the viewer's mind.

This formula often places the "Product as Hero" as the focus of the "Slice of Life."

The problem? Acid indigestion. Advice? Take two of these. The solution? Alka-Seltzer. The reward? No pain

The problem? Stupid women. Advice? Go to the fair. The Solution? The L.A. County Fair. The Reward? ????. We don't see the reward - the payoff - so the ad has little motivating impact.