(i) Feature-oriented Appeals:
The basic message is about product features, characteristics and attributes. Examples: Instant Shine, Cherry shoe polish, ”Promise,” the unique toothpaste with the time-tested clove oil.
(ii) Use-oriented Appeals:
The basic message emphasizes specific in-operation and/or post-operation advantages of the brand advertised.
Examples: Anne French hair remover ad: “How much cruelty can a woman’s skin bear?” The headline is a searching question. The- ad message discards other methods of hair removing – they are shaving, waxing, and threading. Then it goes on to inform you how gently hair is removed with Anne French. Another example is of Stayfree belt less napkins by Johnson & Johnson. It highlights the fact that there is no need of belts or strings or pins. How convenient it is’, taking away all the botherations of women!
(iii) Product Comparison Appeals:
“The basic message emphasizes the differences between the advertised brand and the competing brands. The advertised brand, of course, has a net advantage over those with which it is compared; otherwise the whole exercise becomes futile. Think of those ads of electric fans, when the product features of various brands are compared in the ad in a tabulated form – such features as the number of poles of the motor, the number of bearings, the price, warranty period offered, etc. A refrigerator advertisement compares the types of compressors used, whether high speed or low speed, electricity consumption, noise level, the quality of the white enameled body, extra tray, etc.
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