Various appeals in printed advertisements in Newspapers - Mass Media & Mass Communication

Name: - Yesha Bhatt M.

Course: - M.A. English

Semester: - 4

Batch: - 2015-2017

Enrolment no: - PG15101003

Submitted to: - Smt. S.B.Gardi Dept. of English MKBU

Email id: - yeshab68@gmail.com

Paper no: - Mass media and Mass communication

Topic: - Various appeals in printed advertisements in Newspapers

To evaluate my assignment - click here

       

What is advertisement?

        

       Advertising is an audio or visual form of marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are often businesses who wish to promote their products or services.  Advertising is differentiated from public relations in that an advertiser usually pays for and has control over the message. It is differentiated from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including old media such as newspapers, magazines, Television, Radio, outdoor advertising or direct mail; or new media such as search results, blogs, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement or "ad".  (Wikipedia)

Printed advertisements:

      
       The old media or legacy media are traditional means of communication and expression that have existed since before the advent of the new medium of the Internet. Industries that are generally considered part of the old media are broadcast and cable television, radio, movie and music studios, newspapers, magazines, books and most print publications. (Wikipedia, Wikipedia)
    
      Print media is generally in form of brochure, pamphlet, newspaper and magazines. This media is a part of old form of media but still it is important and popular. In this assignment I have given examples of printed advertisements in local newspapers, and also read various appeals in it. 

       
        Daily we read many advertisements in news papers. Half part of newspaper is filled with advertisements. Each advertisement contains various appeals in it. 






Here are some scanned copies of advertisements in newspapers...

1)  Hero – HF- Deluxe

 
        This is an advertisement from Gujarati local newspaper. In this advertisement there is a national appeal, personal appeal, feminine and masculine appeal and rational appeal. There is only one sentence in the advert “new partner of strong India” or “नए इंडिया का bike”.
         
        When we read the sentence it seems very simple but when we try to understand it carefully there many appeals. When they use word ‘India’ it is a National appeal. There is a face of man in the advert which is masculine appeal. The word like ‘સાથી’ or we can say ‘partner’ is personal appeal, which represents something our own. Rational appeal presents that how the product will be beneficial to us and the word ‘મજબૂત’ (strong) in the advert presents this appeal. 
 

2)  Jungle Lodge and resorts

       This advert was published on 8^th March, on Women’s day. In this advert there is a 50% off offer for women travellers in Jungle lodge and Resorts. The very first appeal is Feminine appeal and the second is personal appeal. For women this advert is a personal appeal with emotions. There is also a rational appeal which shows that to stay in this resort is good because the tag line says,

“Be yourself

Be one with

NATURE”

So we can say that by these appeals, owner can attract customers.

3)  Eternal Motors – Maruti Suzuki

       This was a festival offer in local newspaper. Maruti Suzuki was offering cars in down payment of 1 lakh. We can read the words like “ખુશીઓ ના રંગ ઘરે લાવો” or “Bring colours of happiness to your home”. It is related with an Indian festival of Holi which people celebrate with colours. There is a clear personal appeal which is related with Indian festival and personal happiness. This advert is also a perfect example of play on words like connecting colours with cars. 

4)  Mahindra – Jeeto

 

            This is also an offer on Holi festival. But here we can observe that the owner is attracting customers by less down payment offer with extra profit appeal. It is clearly written that “Jeeto gives more profit than any other mini-truck. There is also a picture of trophies awarded by government. It suggests statistic appeal which presents the popularity and reliability aspect of the product. We can also apply snob appeal here, because they made a statement that this mini-truck is best than any other mini truck because it gives more profit, this creates desire of buying in related customers. 

5)   BALENO – Maruti Suzuki

In this advertisement, there is a sentence,

“Intimidates, even when paked.”

      

      This shows the adventure appeal, that this product will change the life of buyers because the product has a different style and this car will give a touch of good impression among all even when it is parked. This advert also has a rational appeal that this product is beneficial for use because of the stylish design of the product and good brand.

6)  Vaghbakri – Tea product

 

       
      The best policy to attract customers is to give free products offer on the purchase of one product. In the above advertisement we can see that the Vaghbakri tea product is offering two jars on the purchase of 500grms. tea package. In this advert we can also see the scarcity appeal. The offer is given by the product once in a year. It is available only for few days. This line “વર્ષમાં એક જ વાર” or “Once in a year” shows scarcity appeal. It increases the greed in the mind of customers to buy the product.

7)   Havells – Enticer Art

        “A work of art for your home” shows the beauty appeal, it is like after purchasing this beautiful fan, the home will look good. This also suggests rational appeal that this fan can give good impression to home and visitors will also appreciate the beauty and art work of fan.

8)  Pulsar and Politicians

 

          This is a full page advertisement in local newspaper. We can observe that the first half page is about the advertisement of Pulsar bike and the second half page is about CM’s thanking note to the Prime minister. First is about The all new collection of bike with Laser Edge, But under the brand name Pulsar there is a statement “Definitely Male” which suggests Masculine appeal of the brand and in the photograph we can also see some males are driving bike with such style. 

          The second is about honourable CM’s thanking note to honourable PM about constructing good roads and providing funds for that. This is a political appeal which is helpful during elections and it also shows the development and progress of state and country under the leadership of particular government.

9)  Lakme – Lip care

 

         This is an advertisement of Lakme product of lip care. The very first appeal is endorsement. When any celebrity comes in a particular advertisement people start believing in the product immediately. For example, in this advertisement Shraddha Kapoor is there and many women and girls are her fans, or impressed with her beauty. If she will come in such adverts people will believe that she is also using the same product and that is why she looks gorgeous and people will start buying that. There is also a brand appeal, because Lakme is very well known brand for cosmetics. 

10)             Boro Plus – Sun Protection lotion

 

       This is an advertisement of Boro Plus product, a sun protection lotion. The first attraction of the product is, Kareena Kapoor. This shows an endorsement. Kareena is very beautiful actress and also the most popular actress in Bollywood. If she does an advertisement of the product it can be the good product and people will buy it definitely. The product also gives two advantages in one product. It gives UVA and UVB protection and also sun complexion in the same cream. It also has the rational appeal and personal appeal.

11)             Thumbs up – 

This advert is about the soft drink Thumbs up. There are two taglines in the advert like,

“NEVER NEVER NEVER GIVE UP”

And

“Ajj kuch toofani krtey hain”

     This appeal the youth. As per the advert, this soft drink is a symbol of strength and confidence. Salman is a very famous action hero and when he comes in an advert, his personality appeals that this soft drink is for those who have strength and it increases self confidence and people buy it to be like Salman or get confidence like him. This is also an example of endorsement.

12)             Patanjali Products 

         

          Baba Ramdev is on the mission to sale swadeshi products and he has launched this brand and he is the brand ambassador of the products. This is good example of endorsement that when any baba-sadhu (Saints) come in the advertisement and assure people that the product is safe then people believes it more than any other celebrity. These products have also less than perfect appeal, it shows that all products which are not made in India has not any reliability, so people should use the pure products of Patanjali which are made from natural elements. It has also a national appeal that all products are made in India.

Conclusion – 

       After reading of several printed advertisements, we can observe that print media has also the same power as audio-visual media has. It also creates the same effect on the mind of people.

Works Cited

Samachar, Gujarat. "Gujarat Samachar ." Advertisement. n.d.

Wikipedia. Wikipedia. <https://en.wikipedia.org/wiki/Advertising>.

—. Wikipedia. <https://en.wikipedia.org/wiki/Old_media>.