mon point in all these appeals is that they try to persuade the customer that his or her life will be better off and so much simpler, convenient and complete that he or she cannot afford to miss the opportunity of trying out the product or service at least once to see for themselves. It then remains to be seen if the manufacturer or advertiser’s claims are valid and this decision will be made by the user after he or she tries the product or service and records his or her feelings, measures of satisfaction and desire to purchase or not once again.
This paper will comment on the advertisements in popular magazines like Time, Newsweek, Sports Illustrated, Cosmopolitan and the like and make comments on their specific appeals to audiences based on seven separate characteristics: age, culture or ethnic background, social status and education, income and occupation, religion, political affiliation, and gender.
It is natural and desirable for marketers and advertisers to aim their advertisement at specific groups of potential or actual customers called the Target Market, based on common characteristics as defined by their particular demographics, psychographics, and lifestyle values. Trying to target everyone with one advertisement would admittedly be difficult- people are different and have distinct needs, desires and aspirations that have to be catered to. One may be influenced by price, another by quality, and a third by size and convenience of the product or service being offered. We will now try to choose and understand the audience appeals of five advertisements based on the various appeal characteristics as outlined above.
Both verbal and visual appeals are generally used to attract and ensnare buyers into trying out a product or service. While it was previously okay just to advertise the benefits of a product or service and nothing more, hoping that the buyer would buy and try the product or service out of sheer need or curiosity, today’s marketers try to