Motivational Appeals Essay
MOTIVATIONAL APPEALS ESSAY 8
Advertisingis a critical aspect of marketing that enables a business tocommunicate and persuade the customers to purchase a product.Motivational appeals are preferred as external inducements becausethey elicit the consumer’s emotions and the purchasing decisionmade depends on the effectiveness of the emotions to the targetedaudience. The adopted appeals depend on the intention of theadvertiser. The focus of this essay is to determine and examine theappeals used in five brands of lipstick, which are Urban Decay,Revlon, Maybelline, Dior, and Nars.
TheUrban Decay ad applies ingratiation as it uses flattery language toits audience(Gass & Seiter, 2015).It refers the lipstick as Creamy Badass Luxury. The words CreamyBadass make the ad to have an ingratiation appeal, which createssocial labeling to the commodity, and the target audience isteenagers or women in their middle age who might be insecure andrequire to use a product that has a praising attribute. The ad alsouses a prestigious status appeal, which is likely to lure theconsumers into purchasing it because of the need to associatethemselves with the luxurious brand.
Revlon,a colored lip balm uses the appeals of sex and third-party strategyingratiation. The ad relates its irresistible nature to that of theconsumer who uses the balm. The resultant emotions that the advertgenerates is that its use leads to physical attractiveness and beauty(Woodward & Denton, 2013).Similarly, it goes ahead to use ingratiation by giving evidence ofthe proportion of women and their experience. Revlon’s ad statesthat 94% of women who use it feel a sensation of soft and smoothlips. Also, an illustration of Emma Stone, an American Actress showsthat she uses the balm. In the end, a consumer gets propelled topurchase the brand so as not to miss out of the experience.
Maybelline’sadvert portrays emotions of warmth and pleasure to the audience(Gill, 2013).It associates the color generated by the lipstick with baby lips.Baby lips are soft and smooth, and this is the warmth that theconsumer gets on reading the ad. The type of pleasure that Maybellinelip color generates is its moisturizing property. As such, it iseasier for one to get influenced to purchase the lip color to havesoft lips and experience the moisture as stated in the advert.
Dior’sadvert displays security and acceptance appeals. Personal safety isevident in the statement, “Shine don’t be shy”. It is anindication that the consumer should shun away from staying with dulllips and embrace the Dior Lipstick that enhances self-gratification.Similarly, the element of acceptance is evident in the name, “DiorAddict,” and it shows that there is nothing wrong with consumingthe product. Finally, it boosts the self-esteem and elevates theconsumer’s confidence in using the lipstick(Gass & Seiter, 2015).
Theadvert uses a status appeal to reach out to the consumers. It assertsthe social and economic position an individual occupies in thesociety. The depicted socioeconomic status is that of a person whoembraces modernity, is daring and the symbolic nature of thelipstick. The particular group targeted by the advert are versatileindividuals, probably middle class and love identifying themselveswith a brand like Dior that shows boldness(Coombs & Batchelor, 2014).
Inconclusion, motivational appeals are fundamental concepts inadvertising, and it confirms the significance of adopting acommunication strategy that targets at having an impact on consumer’semotions. The adverts examined above are well-designed and have apersuasive approach that attracts the attention of buyers.
Coombs,D. S., & Batchelor, B. (2014). Weare What We Sell: How Advertising Shapes American Life . . . AndAlways Has.ABC-CLIO.
Gass,R. H., & Seiter, J. S. (2015). Persuasion:Social Influence and Compliance Gaining.Routledge.
Gill,L. E. (2013). Advertisingand Psychology (RLE Advertising).Routledge.
Woodward,G. C., & Denton, R. E. (2013). Persuasionand Influence in American Life(7th ed.). Waveland Press.
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