Using Emotional, Humorous And Threatening Appeal

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HEALTH EDUCATION AND COMMUNICATION (HE 5) ASSIGNMENT USING EMOTIONAL, HUMOROUS AND THREATENING APPEAL IN ADVERTISING TO ADDRESS THE ISSUE OF SMOKING BY ADULTS Submitted to: Dr. Bal Rakshase Centre for Health Policy Planning and Management, School of Health Systems Studies, TISS, Mumbai. Submitted by: Pallavi Muraleedharan Enrollment Number: M2015HE018 Master of Health Administration (2015-17) Tata Institute of Social Sciences, Mumbai Date: 16/08/2016 ADVERTISING APPEALS Advertising Appeals tries to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them. Thus the message that is conveyed through the advertising appeals influences the purchasing decisions of the consumers. It persuades people to choose to do a particular action that is conveyed through advertisements. There are different Advertisement Appeals that are used to influence the behavior of the consumers and some of them include emotional appeal, threatening appeal, humorous appeal, music appeal, brand appeal, adventure appeal, youth appeal, plain appeal, sensitivity appeal etc. An emotional appeal is related to an individual’s psychological and social needs for the purchasing of certain products and services. It is a way of swaying the emotions of an individual viewer to make them support what the advertisement argues about. It uses the manipulation of the emotion rather than trying to apply logic to win a particular argument. Emotional appeals

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