Positive appeals highlight product benefits and attributes capable of influencing consumer behavior. They are love, humor, pride, prestige and joy. Most baby food products have a mother’s love appeal. Love for family is perfectly employed in an ad of Dettol soap that has been called “The Love & Care Soap.” In the closing sentence, the ad appeals by saying: “Give your family the Loving Care of Dettol Soap.” Mother’s love for the baby has been appealed to in ad of Johnson’s baby soap. It says: “Gentle as a kiss on your baby’s tender skin.” It further, goes on to say: ”Johnson’s Baby Soap. Because Johnson & Johnson care for your baby almost as I much as you do.” Is this positive appeal not effective, when the advertiser shows as much care for a child as its mother does?
Advertisers have also successfully used messages communicating the joy and thrill (all, those soft drink, ads) associated with using the product. A humorous message attracts more attention and creates more liking and belief in the source, though it reduces comprehension. David Ogilvy, a well-known personality in the advertising profession, believes that humour has been over-used:
“People are amused by clowns – they don’t buy from them…So many people in advertising are compulsive entertainers who seek applause rather than sales.”
Other positive emotional appeals involving price, prestige or exclusiveness are often used in ads of suitings. Advertisements of suitings by Raymonds, Digjam, Dinesh etc., employ emotional motives, “Suitings for the Connoisseur,” a Digjam ad campaign, is an example of appealing to those individuals who are experts in matters of taste and choice of clothing. Other emotional motives are illustrated in the following list:
- Desire to be different, as illustrated by people who build an ultra modem home in an area of traditional homes.
- Desire to confirm, as in the case of teenage boy and girls who want to be “in jeans” because all their friends wear jeans.
- Desire to attract the opposite sex, as shown by a teenage girl who buys a new cosmetic in order to make her skin more beautiful.
- Desire for prestige, as shown by a person who buys the most expensive automobile (Mercedes, Toyota, etc.) he can afford in order to impress his friends.
In making purchases, many combine both rational and emotional motives. In fact, a blend of buying motives usually is the basis of a purchase: An engineer may take up a management course at any of the prestigious schools because he feels it will make him look important in the eyes of his associates and help him in securing a better job in the industry and business. A woman may want to buy a new home in posh locality because it will improve her family’s social status and because it is within walking distance of a good school for her children.