4 appeals ads analysis - Essay Example

The ad features a man licking on a woman's foot in a seductive fashion. There is a bottle of one of the varieties of Hugo's fragrances pictured. The advertisement reads, "Your Fragrance, Your Rules" (The Retiary Network, 2008, pg. 1). This advertisement is aimed at teenagers and young adults. It provokes an emotional response that, if you wear Hugo fragrances, this too can happen to you. Sex appeal was used in this advertisement to attract customers of reproductive age, as well as to make viewers feel like Hugo fragrances can bring them a mate.

This advertisement is quite effective at triggering an emotional response utilizing sex appeal (The Retiary Network, 2008).The advertisement that was chosen for the fear appeal category is an anti-tobacco campaign advertisement. It features two photographs of a man: one where he appears healthy, normal, and having a good time and another where he appears swollen and very ill in a hospital bed dying of oral cancer. The advertisement reads, "They fooled him. Don't let them fool you" and "With candy flavors and slick advertising, the smokeless tobacco industry has hooked over a million kids.

Now they're trying to convince Congress to let them make misleading health claims about their products. Don't be fooled" (Tobacco Free Kids, 2008, pg. 1). This advertisement is directed towards both those who use tobacco in an attempt to get them to stop and towards those who do not to prevent them from ever starting in the first place. It is especially aimed at children and teens and those with voting power. The photographs are very effective at instilling shock and fear into a person and scaring him or her into avoiding tobacco.

This advertisement was used to provoke the emotional response to think that, hey, that could happen to me, too and that the viewer should not use tobacco (Tobacco Free Kids, 2008).Humor The advertisement that was chosen for the humor appeal category is an M & M's advertisement. It features an M & M candy piece that is decorated to look like Burt Reynolds, who is grinning in a humorous fashion, dressed up like a cowboy, and leaning up against a truck. The whole idea of using humor here is to invoke the emotions associated with having a good time, laughing, and eating candy in order to convince viewers of all ages to go out and purchase M & M's candy.

This particular advertisement was part of a campaign to get people to personalize their M & M's with their own messages. Through picturing a celebrity as an M & M, it provides a humorous character impersonation that is designed to get people of all ages-but especially adults-to take advantage of the offer to print their personalized messages on M & M's. Of the four advertisements that were chosen for this assignment, this one is probably the least effective at eliciting an emotional response, however (M&M's, 2008).

Rational The advertisement that was chosen for the rational appeal category is a Hank's Beverages advertisement. The advertisement features a photograph of a sportscar and a beverage from Hank's and reads, "Only one of these is both rich and affordable. Genuine Hank's Beverages. A taste of the sweet life" (Allison Furkey, 2008, pg. 1). This advertisement was placed into the rational category because it invokes a sense of practicality. Everyone dreams of having that fancy sportscar, but here is a beverage everyone can actually afford.

It also heightens the image of Hank's by portraying it as a fancy or