"Sheer liking of an ad or a commercial, regardless of the copy points"
As a rule, soft sell ads appeal to the instinct rather than the intellect. They try to establish emotional linkages between the product and the consumer.
This ad uses phallic, vaginal, and other sexual symbols. Yet, the music and the actors make this campaign "fun" and memorable rather than "dirty." It clearly and powerfully advances an advertising message without using a single fact.
The ad on the right for the "new" Volkswagen is targeted directly at my generation. It plays on our nostalgic memories of the classic VW bus and graphically links it to the "New Beetle."
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.
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