Introduction advertising unit Structure

4. It must be Interesting :
A good advertising appeal must be 
interesting. An advertisement must provide interest to the readers 
or the listeners or viewers and this can be done by telling the story 
of an advertisement in an interesting manner. 
5. It must be Believable :
The theme of an effective advertising 
appeal must be believable. The message which is doubted can 
never be effective. Only facts are presented in an interesting 
manner. 
6. It must be Complete :
An advertising appeal should be 
complete and must not be superfluous. Such information which is 
likely to confuse the prospects in making buying decision should be 
avoided. 

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11.7.3 Types of Appeals Used in Advertising :
The following are 
the appeals widely used in advertising : 
1. Emotional Appeals :
Emotional appeals are used in advertising 
the consumer product. They are used for inducing initial interests 
and arousing interest in the advertised product. Goods like toys for 
children and baby food are sold on emotional appeals. 
2. Intellectual Appeals :
These appeals are free from emotional 
touch and are based on intelligence. Intellectual appeal are used 
for selling high priced industrial goods. They are based on rational 
thinking. Emotional appeals work fast to create interest and desire 
but it is intellectual appeal of the Bombay Dyeing advertisement 
where a young and beautiful girl is shown wearing eye-catching 
prints. The picture of the girl and prints provide emotional appeal 
but the headline „icy summer prints‟ provide and atmosphere of 
coolness and appeals to the intellect. 
3. Human Instincts Appeal :
Human beings are guided by such 
instincts as: self-preservation, parental care, food, clothing, 
curiosity and so on. When a copy makes proper appeal to the 
appropriate instinct, it will create a desire in the minds of the reader 
to buy the article. For an appeal to the self-preservation instinct 
health, food, woolen clothes and physical fitness courses are 
appropriate articles. Baby food can be sold more easily by making 
an appeal to the parental instinct and the natural affection of the 
parents for their children.