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negative appeal

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advertising appeal

Overview page. Subjects: Media Studies.

The rhetorical modes of persuasion underlying the implicit psychology of advertisements. Distinctive appeals contribute to brand positioning. For analytical purposes, ad appeals are often...

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fear appeals

Overview page. Subjects: Media Studies.

A psychological and rhetorical strategy in persuasive communication such as advertising that seeks to evoke a response of fear or anxiety in the audience by showing them an undesirable...

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guilt appeals

Overview page. Subjects: Media Studies.

A psychological and rhetorical strategy in persuasive communication such as advertising, classified as both emotional and negative, which seeks to arouse in the individual feelings of guilt...

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positive appeal

Overview page. Subjects: Marketing — Media Studies.

(advertising) A persuasive strategy that stresses what the consumer would gain by purchasing the product or service. See also advertising appeals; compare negative...

See overview in Oxford Index