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• Do you know how to advertise? Choose an object near you and try to advertise it.

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• Do you like to buy stuff online? What calls your attention when buying? 
• What is an appropriate title for this text? Read it and find out.

What distinguishes good advertising from bad advertising is not the quality of photos, design, or copy alone. All of these elements are supposed to enhance the core message and the concept behind your ad. However, the primary goal of advertising is to connect with your audience. 

The best way to achieve it?

Use one of the common advertising appeals. Give people what they long for, make them smile, laugh, or cry.

Every consumer and every brand is different but, ultimately, business owners want to increase their sales and popularity while consumers want to satisfy their needs. Understanding these needs – the ways to fulfill them and appeal to them – is essential.

To create effective and appealing email marketing campaigns you should familiarize yourself with the examples below, as well as Maslow’s hierarchy of needs.

What Are Advertising Appeals? 
Advertising appeals are different techniques and strategies that are used to attract customers. Usually, advertising appeals provide evidence or provoke an emotional response that helps to convince the target audience to buy a certain product or service. Marketing experts group them into different categories but the most common appeals are emotions, logic, and popularity.

Types of Advertising Appeals That Can Be Used 
Some of the most common strategies used in advertising appeal to basic human needs. An ad may titillate your taste buds by showing you a delicious slice of pizza or it can try to resonate with your personal beliefs and values. 

• Appeal to emotion
• Personal appeal
• Social appeal
• Appeal to popularity
• Appeal to authority
• Appeal to logic
• Appeal to humor
• Appeal to fear
• Sex appeal

Appeal to Emotion

Although people like to perceive themselves as rational beings, their reality is mainly shaped by social interactions, emotions, customs, and culture. 

We want to satisfy our personal needs and achieve our personal goals but, at the same time, we must also take care of various roles imposed on us by society. The general trend is that people want to constantly improve the quality of their life and prevent bad things from happening. All of these desires and fears can be used in your advertising materials and communication strategy. Appeal to emotion to win your customers over and persuade them to buy.

Emotional advertising takes into consideration emotions linked to personal and social needs. Reaching consumers by appealing to their emotions is one of the most effective and persuasive advertising techniques. Some of the common ad themes appeal to feelings and values such as love, happiness, family, friendship, need for fame, respect, and recognition.

Appeal to Popularity

The easiest way to convince somebody to buy a product or service is to prove that everyone else has done it already. Once something becomes a widely recognized phenomenon or a trend, it becomes obvious that it has to have some merits – otherwise it wouldn’t be so popular. Right?

This is sometimes referred to as the bandwagon effect. The more popular something becomes, the more people buy into it and, consequently, it becomes even more popular. This can become an important asset and a key point of your marketing strategy.

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• Do you believe that people buy stuff just because of the advertising?
• Have you ever bought something just because of it? What?