(i) Attitude-oriented Appeals:
The basic message is one that is in line with the consumer’s attitude – his value – belief structure. Example: The ad series by Shriram group, namely: “Indian Corporate Evolution. The Shriram Experience.” In one of the ads, it says: ‘‘we are Indians. We must remember our roots.” Then it goes on to state the group’s belief in Indian traditions and the advantages it shares with the country. This message refers indirectly to Maslow’s esteem need.
The basic message emphasizes the kind of group that uses or approves of the advertised brand. The group may be a reference group, a social group, or a peer group, or any other group that is significant for the consumer target. The ad says: “Some possessions define a character. Some distinguish it. A cigarette so distinguished, it’s by appointment to your Majesty.”
(iii) Life Style-oriented Appeals:
The basic message emphasizes an identifiable life style relevant to a defined target market. Example: An ad of Charminar cigarette making an appeal with its strong taste. For some hard smokers, a “strong” cigarette can only give relaxation, particularly after a day’s hard work. One needs a Charminar.
(iv) Sub-conscious-oriented Appeals:
The basic message is distinguished and is directed at the consumer’s sub-conscious (or unconscious) need. These messages are aimed at the buyer’s dream world, but are veiled in some manner by messages appealing to the buyer’s conscious mind. Example: ‘Petals’ brassieres of VIP are advertised with a dreamy message: “As you flower into a woman, you discover the epitome of international fashion. Discover Petals.”
(v) Image-oriented Appeals:
Although all advertising appeals create a brand image in the minds of consumers, the image-oriented approach is distinct in the sense that here the advertiser, consciously and purposefully, makes an effort to mould a brand image. There is an intention to create a specific brand image. One strategy is to create a brand image that “fits” either the self-image or self-ideal image of the target market.