Logical Appeal In Advertising

Superior Essays
1- Do more searches of information for decision-making.
2- Communicate more with others.
3- Are more open-minded than others.
4- Enjoy deliberate intellectual activities.
5- Identify more deliberate causal links for others ' behavior.
6- Pay more attention to prices on their purchasing decisions.
7- Prefer written information to visual information.
8- Rarely influenced by others ' opinions (experts) (Del Hawkins et al., 2009).
Prior to 1990, papers were examined as advertising effectiveness in a direct link between advertising and sales (Kim et al., 2011). However, many factors have been considered in research on advertising effectiveness, over time. For example, the interaction between individual differences in the intensity of emotion and
…show more content…
There is an agreement in investigations that the type of appeal must be consistent with the type of the product for maximum effectiveness so that the logical appeal is more effective for a useful product in practice, and emotional appeal is appropriate for experimental products or those confirms a value. Although this theory of adaptation seems logical, but creating the effectiveness of these two strategies has shown ambiguous results in the general literature of advertising. Sharitt (1990 to 1992) conducted a number of empirical studies on the advertising that supported this theory. He tested appeals that represent value and applied usefulness on two products. Results showed that in all cases, appeals that were consistent with the type of product had more effectiveness (Mortimer, …show more content…
The statistical population of this research is the students of the faculty of Social Sciences at the University of Semnan. According to Morgan table, 135 people were intended as the statistical sample and 133 inventories were analyzed. 3 inventories were used for data collection that only the logical advertising appeal inventory was researcher-made. Developed scales were used in researches for cognitive processing style and advertising effectiveness.
Advertising effectiveness structure is composed of three concepts. The aspect of attitudes toward advertising by has been measured by (Coulter and Punj, 1999; Lafferty and Goldsmith, 1999; MacKenzie and Luzt, 1989). The aspect of attitudes toward the brand has been examined by (Batra and Stayman, 1990; Krishnamurthy and Sujan, 1999; Pham, 1996). The aspect of purchase intention has been evaluated by Zhang and Buda (1999). This scale is generally composed of nine questions. The need for cognition scale is used for the cognitive information processing style, which has been measured by Kaciopa and Petty (1984). It has 18 questions and its reliability in research is (α =

Related Documents

  • Improved Essays

    Advertisements have been the driving force for companies to get people to buy the product that the company is selling. For example, the “Share a Coke” Coca-Cola commercial has been one of the most successful commercials that the Coca-Cola company has made. The commercial is success because the commercial uses appeals to persuade the audience to buy their Coca-Cola sodas. Appeals have certain aspects such as credibility or proof of a certain subject, the use of logic, or emotions according to the essay, “Advertising’s Fifteen Basic Appeals” by Jib Fowles. Furthermore, the “Share a Coke” Coca-Cola commercial has been successful due to appeals from “Advertising’s Fifteen Basic Appeals” by Jib Fowles; examples of the appeals include pathos and the need of affiliation are what the Coca-Cola commercial “Share a Coke” influenced the audience into buying the Coca-Cola sodas.…

    • 1014 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    Jib Fowles “Advertising’s Fifteen Basic Appels” breaks down the fifteen basic appeals that you will find in ads today. You will find at least one of these appeals in every single ad that you see. In “Advertising ‘s Fifteen Basic Appeals” Fowles talks about how advertisers use emotional appeals in order to get us to remember their products they advertise that they are trying to sell us. An average of five hundred ads are seen a day by the average American and…

    • 1189 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    “Advertising’s Fifteen Basic Appeals” by Jib Fowles outlines the fifteen different areas in which advertisers try to manipulate the average consumer's mind by showing how they would be happier, accepted more, or better looking if they would buy a certain product. He delves into the structure of advertisement and sets a microscope on how the industry exploits the need for attention, aesthetic sensations, fulfill physical needs and etc by playing on the emotions of the human mind. Fowles states that an advertiser attempts to win the attention of consumers by giving a shape to the people’s deep-lying desire in a manner which they personally wish for. Advertisers make efforts to enforce both implicit and explicit messages in hopes of trying to manipulate consumers’ decisions. I will analyze…

    • 1018 Words
    • 5 Pages
    Improved Essays
  • Improved Essays

    In Jib Fowles’s essay “Advertising’s Fifteen Basic Appeals” he exclaims that, “Human beings, it is presumed, walk round with a variety of unfulfilled urges and motives swirling in the bottom half of their minds” (Fowles Par. 2). With this being said, advertisers appeal to their consumers through these subconscious urges. For example, in the Silverado “strong” ad, Chevy displays their Silverado truck being driven around by hard working Americans, and it also shows families together. Also, there is a song…

    • 973 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Advertising is everywhere. We can discover it from newspapers, magazine, radio, television, and internet and so on. Moreover, the contents of many advertisements are very creative to catch the consumers’ eyes and motivates us to buy the products. According to Jib Fowles’s article, “Advertising’s Fifteen Basic Appeals”, he analyzed 15 basic emotional appeals, such as the need for sex, the need for guidance, the need for prominence, the need to aggress, the need to escape that advertisers usually use in the ads. He also gave explanations and example advertisements of each emotional appeal.…

    • 1434 Words
    • 6 Pages
    Improved Essays
  • Improved Essays

    The intention of this study is to consider the influence that drug commercials have on the consumer. If a consumer is in contact with DTCA of prescription drugs, then they should have more influence to buy a certain prescription. This study is significant because of the rapid growth and presence of prescription ads, so much, that patients are using to them makes an informed decision about their health. Prescription ad campaigns are the majority of what people see while watching television. The number of pharmaceutical ads and frequency of them that appear on the airways is estimated to be around 18,906 that are nearly 8 percent of commercial airtime.…

    • 689 Words
    • 3 Pages
    Improved Essays
  • Great Essays

    Ranging from commercials, newspapers, movies, and magazines, advertisements are one of the top most prominent things that society gets bombarded with on a daily basis. The problem that many individuals including myself is that we fall victim to the manipulation of the advertising sharks and their devious tricks. In the article ‘Advertising’s 15 Basic Appeals’ by Jib Fowles, the author portrays how advertisers use 15 basic emotional appeals, both conscious and primitive in order to get you to say ‘I want and need that!’ In National Geographic, a historical, anthropological, discovery-based magazine, advertisers focus their energy on the middle-aged, middle-class, educated audience, who want to improve their intellectual integrity, but also improve…

    • 1475 Words
    • 6 Pages
    Great Essays
  • Superior Essays

    These ads maximize persuasive impact through peripheral route persuasion, emotional, vivid, size discrepancy, credibility, and prior experience persuasion. The first advertisement “Esurance: An Allstate Company” applied credibility, increased size of discrepancy, and trustworthiness to persuade the general audience. The advertisement started with a customer walking towards the pharmacy counter. The customer realized that her usual pharmacist was not at the cashier.…

    • 885 Words
    • 4 Pages
    Superior Essays
  • Improved Essays

    As a television, computer, smartphone, or any other multi-media device is in the possession of many people today, advertisements are seen by everyone on a daily basis. Whether it is for food, clothes, or even an advertisement for a big game, it is designed to appeal to the senses. The advertiser wants to make the viewer feel as if they can see, taste, touch, smell, and hear what is presented in front of them. It is all about appealing to the viewer’s senses and emotions. This is why advertisement’s one would see on a network like Comedy Central differs from what one would see on Cartoon Network.…

    • 1064 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    When a company produces a commercial, their objective is to get their product or whatever their showcasing to sell. Many methods are used to lure an audience being targeted to purchase a product. As you flip through a magazine, you hardly notice advertisements if you are flipping at a constant rate. In the "Jib Fowles Fifteen Basic Appeals Article" it states "A study done a few years ago at Harvard University 's Graduate School of Business Administration ventured that the average American is exposed to some 500 ads daily from television, newspapers, magazines, radio, billboards, direct mail, and so on". Advertisements make billions of dollars throughout each year because of the effect it has on people.…

    • 1074 Words
    • 5 Pages
    Improved Essays
  • Great Essays

    As consumers, we have many reasons to believe that we are not effected by advertisement. We go about our normal lives, blind to what the true effects that advertising has on us, in both our physical and mental states. Though it’s difficult for advertisers to sway us in making a physical decision, the mental game they play with us is longer lasting and later comes to a physical decision. Many advertiser’s intentions with advertisements is to provoke an emotional response dealing with the senses of taste, success, and in some cases a sexual pleasure. Advertisements are full of riddles and secrets hidden within the page and text and they can be deceiving and, in some cases, deadly.…

    • 1492 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Advertisements are information that are intended to influence and prevail on their audience. Their purpose is to raise recognition of their commodity in the individuals whom they aim at, and to publicize the advantages and benefits of purchasing the product. Advertisements are seen and heard everywhere throughout our daily lives. The drive to work/school, watching TV and listening to the radio. You are being persuaded almost everyday of your life to buy or try out products without even realizing it.…

    • 724 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    “Factors such as learning, memory, and motivation play key roles in how consumers experience and respond to marketing efforts, particularly advertising” (Finch, 2012, Sec.…

    • 786 Words
    • 4 Pages
    Improved Essays
  • Great Essays

    Advertisements as a Genre Commercial advertisement is a genre directed to all people. Although all commercials fall under the same genre, there are many different techniques the author can take, depending on the purpose of the commercial and the audience that the author wants to reach. For example, an advertiser can take the celebrity approach and have a celebrity appearance in the commercial. This shows the audience that if the company is able to have someone famous represent them, they must be legitimate. Also, it allows people to think they can have the perfect life, just like their favorite role model.…

    • 1394 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    You see hundreds every day. Most of these seem to go unnoticed by many, but when you go to the mall, supermarket or gas station don’t you fall toward the goods that are most advertised or well known by habit? This is how people analyze the effectiveness of advertisements. Peoples reaction the first, second, third, hundredth time they see an ad they think…

    • 1733 Words
    • 7 Pages
    Improved Essays