advertising appeal

'advertising appeal' can also refer to...

advertising appeal

advertising appeal

advertising appeals

advertising appeals

positive appeals (advertising)

negative appeals (advertising)

utilitarian appeals (advertising)

Paul Jobling. Man Appeal: Advertising, Modernism, and MenswearLinda Welters and Patricia Cunningham, eds. Twentieth-Century American Fashion

Johnston, George Lawson (1873 - 1943), JP; Lord Lieutenant of Bedfordshire since 1936; High Sheriff of Bedfordshire, 1924; Member of the Post Office Advisory Council since 1922; Member of Council London Chamber of Commerce; an Hon. Secretary King Edward’s Hospital Fund for London; Chairman Revenue Committee King Edward’s Hospital Fund for London and Member of Committee since 1901; Hon. Secretary, Thankoffering for the King’s Recovery, 1929; Hon. Treasurer Royal Northern Hospital, 1909–23; Chairman, Ministry of Information’s Advisory Committee on the Appointment of Advertising Agents; Chairman, Executive Committee Hospitals of London Combined Appeal, 1922; Chairman, British Charities Association; Treasurer County of London Red Cross; Chairman of British National Committee of the International Chamber of Commerce; Chairman, Committee on Nutrition, Ministry of Health; Chairman of Oakley Hunt Committee; Director of Daily Express from its foundation till 1917; Chairman Bovril, Ltd; Director Australian Mercantile, Land and Finance, Ltd; Lloyds Bank; Vice-Chairman Ashanti Goldfields Corporation; Vice-President British and Foreign Bible Society; moved the Hospital Payment Amendment to Third Party Risks section of Traffic Act, House of Lords, Dec. 1929 and 1933; introduced Voluntary Hospitals (Paying Patients) Bill, 1935; also reintroduced when it became law, 1936


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The rhetorical modes of persuasion underlying the implicit psychology of advertisements. Distinctive appeals contribute to brand positioning. For analytical purposes, ad appeals are often broadly categorized as rational (e.g. value for money) or emotional (e.g. ‘you deserve it’). This basic choice of ‘routes’ can be related to the Elaboration Likelihood Model of persuasion in which the focus is either on argument and information or on ‘the peripheral route’ (the subtleties of connotation, symbolism and so on). Appeals may also be positive or negative, or related to hierarchical systems such as Maslow's hierarchy of needs. Advertising campaigns are designed around particular appeals—often encapsulated in a product slogan. See also advertising formats; appeal; ego appeals; fear appeals; guilt appeals; novelty appeals; price appeals; social acceptance appeals; utilitarian appeals.

Subjects: Media Studies.

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