Page 26 - NOTES ADVERTISING PDF_Neat

3.4 Advertising Appeals 3.4 Rayuan Pengiklanan

• The approach used to attract the • Pendekatan yang digunakan untuk
attention of consumers menarik perhatian pengguna
• To influence consumer feelings • Untuk mempengaruhi perasaan
toward a product, service or cause pengguna terhadap produk,
• 2 types of advertising appeals: perkhidmatan atau sebab
A. Emotional = appeal to • 2 jenis rayuan pengiklanan:
psychological, social or A. Emosi = merayu kepada
symbolic needs. “Pull at the keperluan psikologi, sosial atau
consumer’s heartstrings” simbolik. "menarik di hati
B. Rational = provide information sanubari pengguna"
about functional and utilitarian B. Rasional = memberi maklumat
aspects of the products tentang aspek fungsi dan
penggunaan produk

A. Emotional Appeal A. Rayuan Emosi
• An emotional appeal is related to an • Rayuan emosi yang berkaitan dengan keperluan
individual’s psychological and social needs for psikologi dan sosial seseorang individu untuk
purchasing certain products and services. membeli produk dan perkhidmatan tertentu.
• Many consumers are emotionally motivated or • Ramai pengguna bermotivasikan emosi atau
driven to make certain purchases. didorong untuk membuat pembelian tertentu.
• Emotional appeal includes personal and social • Rayuan emosi termasuk aspek peribadi dan sosial.
aspects. Rayuan Peribadi
Personal Appeal • Beberapa emosi peribadi yg boleh mendorong
• Some personal emotions that can drive individu untuk membeli produk termasuk
individuals to purchase products include keselamatan, ketakutan, cinta, humor,
safety, fear, love, humor, joy, happiness, kegembiraan, kebahagiaan, sentimen,
sentiment, stimulation, pride, self-esteem, rangsangan, kebanggaan, harga diri,
pleasure, comfort, ambition, nostalgia etc. keseronokan, keselesaan, cita-cita,nostalgia dll.
Social Appeal Rayuan Sosial
• Faktor sosial menyebabkan orang membuat
• Social factors cause people to make pembelian dan memasukkan aspek seperti
purchases and include such aspects as pengiktirafan, penghormatan, penglibatan,
recognition, respect, involvement, affiliation, gabungan, penolakan, penerimaan, status dan
rejection, acceptance, status and approval. kelulusan.
Fear Appeal Rayuan Ketakutan
• Fear is also an important factor that can • Takut jg merupakan faktor penting yg boleh
have incredible influence on individuals. memberi pengaruh yg luar biasa kpd individu.
Fear is often used to good effect in Ketakutan sering digunakan utk memberi kesan
advertising and marketing campaigns of yg baik dlm kempen pengiklanan & pemasaran
beauty and health products including kecantikan & produk kesihatan termasuk
insurance. Advertising experts indicate that insurans. Pakar pengiklanan menunjukkan bhw
using moderate levels of fear in advertising penggunaan ketakutan yg sederhana dlm
can prove to be effective. pengiklanan adalah terbukti berkesan.

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