Most Commonly Employed Advertising Techniques by Brands, Classified into 23 Variations

Advertising, in its essence, is a powerful tool used by brands to connect with consumers on a deeper level. One of the key strategies in advertising is the use of appeals, which tap into consumers' feelings, desires, and values, or their logic and reasoning, to influence buying decisions. Although no single authoritative 23-type list appeared explicitly in the search results, research and examples allow us to synthesise these common advertising appeals with real-world campaigns.

Emotional Appeals (commonly used types and examples)

Emotional appeals target feelings, desires, and values to create a connection. They include:

Fear – Motivating by highlighting risks or dangers. Example: Snickers commercial that shows the main character suffering from old age, misery, and crankiness due to hunger, appealing to those hoping to maintain an active, happy youthfulness.
Anger – Provoking indignation or social justice. Example: Ecovia’s anti-aggressive driving campaign appeals through anger.
Sadness – Evoking empathy or compassion. Not provided in the text.
Happiness – Associating a brand with joy and positivity. Example: Kohler TV commercial that uses snappy music to add a happy energy and inspire viewers.
Surprise – Using unexpected elements to engage. Not provided in the text.
Love/Romance – Connecting with intimacy or relationships. Example: Lowe’s ad that shows a romantic relationship between childhood sweethearts to evoke emotion and inspire viewers.
Pride – Encouraging self-esteem or accomplishment. Not provided in the text.
Nostalgia – Triggering fond memories or tradition. Not provided in the text.
Hope – Inspiring optimism about a better future. Example: Google’s “Year in Search” videos demonstrate hope and resilience.
Empowerment – Instilling confidence and determination. Example: Nike’s “Just Do It” campaign promotes empowerment and capability.
Belonging – Appealing to social connections or community. Not provided in the text.
Security/Safety – Conveying safety or protection. Not provided in the text.
Humor – Using comedy to entertain and create warmth. Example: Virgin Mobile bus humor ad that pushes the boundaries with sexually-charged jokes.
Compassion/Kindness – Evoking caring and generosity. Not provided in the text.
Acceptance/Validation – Promoting self-worth. Example: Dove’s “Real Beauty” campaign fosters acceptance and challenges insecurity.

Rational Appeals (logical arguments and practical benefits)

Rational appeals focus on objective facts and benefits, such as:

Quality – Highlighting superior product standards. Example: Chanel’s appeal through showcasing impeccable beauty.
Value/Price – Emphasizing cost-effectiveness or savings. Not provided in the text.
Functionality/Performance – Stressing how well the product works. Not provided in the text.
Convenience – Focusing on ease of use or availability. Not provided in the text.
Durability/Dependability – Promising reliability. Not provided in the text.
Health – Highlighting health benefits. Not provided in the text.
Safety – Promoting product safety features. Not provided in the text.
Social Responsibility – Emphasizing ethical production or social impact. Example: Starbucks is a prime example of brand appeal to the masses.

Real-World Advertising Examples:

| Appeal Type | Example Campaign & Brand | Description | |---------------------|----------------------------------------------|-----------------------------------------------------------| | Empowerment (Emotional) | Nike “Just Do It”[2] | Motivates consumers to feel capable and determined | | Acceptance (Emotional) | Dove “Real Beauty”[2] | Challenges beauty norms, promoting self-acceptance | | Hope & Resilience (Emotional) | Google “Year in Search”[2] | Evokes hope and shows human connection over challenges | | Anger (Emotional) | Ecovia anti-aggressive driving ad[4] | Uses anger against road violence for social awareness | | Beauty/Quality (Rational & Emotional) | Chanel ads[4] | Appeals to aesthetics and quality for high-end allure | | Brand Reminder (Emotional) | Coca-Cola “Taste the Feeling”[4] | Creates warmth and familiarity through emotional recall | | Brand Recognition (Rational) | McDonald’s iconic arches[4] | Uses symbol recognition to trigger immediate awareness |

These appeals work by tapping into universal human emotions or logical product attributes to influence consumer behavior. Emotional appeals often target subconscious feelings to build brand affinity, loyalty, or urgency, while rational appeals appeal to reasoned decision-making, focusing on tangible benefits. Brands like Coca-Cola, Nike, Dove, Google, Ecovia, and Chanel exemplify various emotional and rational appeals in effective campaigns. Some appeals, like brand reminders, combine emotional connection with subtle marketing.

For a detailed, specific list breaking down all exact 23 types with academic references, the PDF article from search result [1] likely holds a formal classification but was not fully accessible here. The examples noted are widely recognized in marketing practice and literature.

References: [1] Marketing91 (2018). 23 Types of Advertising Appeals. Retrieved from https://marketing91.com/23-types-of-advertising-appeals/ [2] Adweek (2019). The 10 Most Emotional Ads of the Decade. Retrieved from https://www.adweek.com/creativity/the-10-most-emotional-ads-of-the-decade/ [4] AdAge (2020). The 100 Best Ads of the Decade. Retrieved from https://adage.com/article/special-report-the-100-best-ads-of-the-decade/2271860

Most Commonly Employed Advertising Techniques by Brands, Classified into 23 Variations