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Nowadays, there are more and more brands introducing themselves into the market place. Those brands also feature and emphasize a wide variety of products. Thus, the more brands launch new products, the more advertisings will appear in order to effectively promote and communicate about those products. Yet, this is a fact, people run into advertisings every time and everywhere either on TV, on their computers, on their phones, in a restaurant, at work etc. Therefore, they are constantly faced with a multitude of different products which makes it tougher for them to make a selection of which products would truly fit their needs and wants. As a result, in order to promote their brands/products, marketers are greatly valuing and using emotional appeals. The more emotions, the more likely people will develop an interest and a desire for a specific brand or product. Marketers classified the emotional appeals into 5 categories which are as follows: fear appeal, humor appeal, sex appeal, inspirational appeal and nostalgia appeal. Let’s briefly discuss each of them.

The Big Five Emotional Appeals frequently used by marketers

Although some appeals may effectively work for some people, those same appeals may not work with other people. This is clear that people don’t feel the same emotions while being exposed to the same advertising. Emotions greatly vary from individual to individual and according to the emotions being felt, the interpretation of the message being delivered may greatly differ from one person to another. Thus, marketers must ensure to select the most appropriate appeal in order to efficiently convey the desired message. This is critical to remind that even if the target audience has been carefully selected, the interpretation of the appeal being used may reasonate with some people while it may remain not relevant for others.

Inspirational appeal

This is essential to note that inspirational is from far the most used emotional appeal by marketers. They can’t go wrong by emphasizing the inspirational appeal because this can’t be misinterpreted or misperceived. Indeed, inspiration always conveys positive emotions. People love to hear about heroes, extraordinary stories or accomplishments. They are amazed and end up developing the desire to further find out about the product being advertised. Inspirations may also influence people and make them feel like doing the same thing. For instance, one of Nike’s slogan is “Dream With Us”, and most Nike products emphasize people participating into championships or simply people working out and being happy. By showing such images, Nike aims at inspiring people that will eventually want to work out to look like the people they are watching.

Nostalgia appeal

We are all nostalgic about certain moments or situations lived in the past. Therefore, by using nostalgia, marketers use feelings in order to remind consumers of happy or enjoyable times. They emphasize feelings such as happiness, warmth, memories in order to trigger specific emotions. For instance, the logo of Coca Cola is “Happy Moments” so that when seeing a Coca Cola ad, consumers instantly remind of good times they had with their friends at a party, at a restaurant or on vacation.

Fear appeal

From my own standpoint, the fear appeal is not the most important appeal that should be taken into consideration. Although some people may be extremely reactive to fear, others may get scarred and instantly reject the product. Therefore, marketers need to make sure that they use a reasonable amount of fear in order to try to satisfy as many people as possible.

The humor appeal

By using humor, marketers are intending to increase attention awareness and persuasiveness. This is said that people laughing may be more easily convinced and may start developing an interest in the emphasized product. Yet, humor doesn’t work with everybody. When advertising a product, this is critical to pay attention to the target audience and particularly to demographics. Indeed, the message may be interpreted differently according to characteristics such as the income, the age, the involvement or the attitude towards the product or the brand in general.

The sex appeal

According to marketers, using the sex appeal while presenting a product is more likely to increase awareness, attention and value. Yet, the message of the product being presented may be misinterpreted. Furthermore, people may not get aware of the most important part of the message being delivered. Also, depending on people’s customs, using sex appeal may not coincide with their culture or values which may result in a negative impact of the product/brand.

Emotional appeals must be used but in reasonable amount. Like I mentioned earlier, besides inspirational appeal, emotional appeals may be interpreted differently which may interfere with the actual message being delivered which may negatively impact the desired outcome of marketers. In addition, focusing too much on emotional appeals may limit the effective delivery of products information. Keep in mind that the product is and must remain the most important. An advice would be to use the inspirational appeal as much as possible because this emotional appeal is always appreciated, valued and admired.

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