Ads are loaded with product facts for the target audience to analyze and evaluate. Emotional appeals focus on feelings about a product or its benefits. Celebrity appeal puts well-known personalities in ads to attract attention and boost credibility. However, the appeal can backfire if the celebrity becomes embroiled in a scandal. Ads based on sex appeal encourage audience members to believe that the product will increase their attractiveness.
Marketers often use a fear appeal to make a point about the advertised product.
Effective Copy and Art a. The combination of copy and art is used to attract audience attention and interest, provide information, and persuade the audience. The body copy, the words in the main part of the ad. The signature , which includes the marketer's name and its logo. Color, shape, texture, space, and size contribute to an eye-catching ad.