Emotional appeal In advertising Essay Example | Topics and Well Written Essays - 2250 words

Emotional appeal In advertising - Essay Example Definitely, these individuals hope to inform the public, persuading them to make purchases or consider the idea on sale. The ultimate goal for advertising is increasing a firm’s sales revenue by winning customer loyalty or attracting new customers to purchase the good.as advertisers seek to make sales through advertising, they establish a relationship between the organization and the target audience. The mode of advertising chosen to convey the message to the people, the target audience, and efficiency of the message contained in the advertisement determines the success of the advertisement. The various forms of advertising available for organizations to exploit when selling ideas and information about their commodities include the point and non-print media. Regardless of the method chosen in an advertisement, information contained in the advert determines the reaction of the people towards that particular advertisement. To capture the attention of the people, advertisers use different means such as creating an emotional appeal to the audience. Discussed in this essay are the various emotional appeals organizations use to capture the attention of the audience, convincing them to purchase their goods. The essay seeks to prove that the manner in which an advertiser creates an advert and the kind of information contained in the advertisements most cases determines the success of the advert. It also seeks to prove that emotional appeal plays a significant role in convincing people to purchase one product and not the other. Relationship between consumers and advertising A big relationship exists between advertisers and the target customers, points out Hansen & Christensen (2007, p. 117). The main relationship between the two is the main reason for the advertising either a product or a service. Whenever an advertising agency sends out an advert to the public, people get to watch, listen, or read about it. This starts the relationship between the two parties. H owever, it is the duty of the advertiser to maintain the relationship, by keeping an advert running in the selected media platforms. If the advertisement stops running in the various forms of media selected, this automatically ends the relationship between the advertiser and the customers. Thus, aggressive advertising solidifies the relationship between the advertiser and the customer. However, not all advertisements are appealing to the audience. While creating an advert, putting into consideration the audience targeted, the media used and the kind of information to send to the audience. Accordiong to Donthu et al. (2004, p. 6) any form of information communicated to the audience should possess a moral appeal to the target audience. Morality of the information, a significant factor to the success of any particular advert, hopes to capture positively target customers. As such, information contained in the advert should have a moral appeal to the audience. As such, it should have no offence whatsoever to the concerned parties and individuals. Age is yet another important element to consider while creating an advert. Demographic factors influence the impact of an advert to the target audience. Not all adverts have the same impact to all people, just as not all adverts target all people. What appeals most to children does not have a similar influence to the youth band the young adults. Similarly, it has a different effect to the old people. Therefore, spending a considerable amount of time determining the kind of infor