Emotional Appeals in Advertising

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Emotional Appeals

For this assignment I had to choose a magazine, examine ten full-page advertisements, and figure out each emotional appeal. I also had to give reasons why the appeals I chose were chosen. Advertisers use emotional appeals to persuade the reader to buy their products by using different emotions in their advertisements. The appeals I used were the need for guidance, attention, the need to achieve, escape and physiological needs. My magazine was called fitness, which focuses on women’s health. This assignment is being made to see how advertisers see their readers.

Advertisements Appeals Reasons

1. Maybelline New York Dream Smooth Mousse Ultra- Hydrating, Cream-Whipped Foundation

The advertisement shows a beautiful woman with her eyes closed and her face is flawless from using the foundation. The need for attention is the emotional appeal in this advertisement. The need of attention is the need to be looked at. This appeal is also mostly aimed at women. The reason this appeal works is, because it states that other foundations will leave you dry. It also states that Maybelline’s foundation will hydrate you for 24 hours.

The reader will look at how flawless the girl’s face is, and want people to view her the same way.

2. Crest Pro.Health

The advertisement has toothpaste on a dentist tray with a blue background. On the top of the advertisement its states, “Give gingivitis its four week notice.” It also claims that the toothpaste is clinically proven to help reverse gingivitis. The need for guidance is the emotional appeal in this advertisement. The need for guidance is the need to be nurtured, protected, shielded, and guided. The reason this advertisement is the need for guidance is because it’s telling ...

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...tables spread around her. On the side of the advertisement is the dip with the words,” Treat yourself like a goddess every day.” The emotional appeal is the need to escape. The need to escape is the need to rest from everyday life. Freedom is what is usually pitched for this appeal. The reason the advertisement is the need to escape is because of the text, “treat yourself like a goddess every day.” Implying that you deserve to relax and feel like a goddess once in a while. The advertisement makes the reader feel the need to escape.

After examining all sorts of different advertisements, it has become clear that advertisers stereotype the women. They see woman as insecure, clueless, and desperate individuals who are searching for easy answers. Seeing how advertisers view women make me angry, because it shows that they are influencing them to act a certain ways.

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