All advertisements have appeal; however that appeal varies widely on audience and intention. Something as simple as a comb could be marketed so many different ways. Is it a design meant for men or women? What age? Who sells the most of other products from the same brand? Is there anyone who should be using the comb that isn't already? These are all valid questions when composing the next comb ad and are likely all questions that go through the minds of advertisers before they decide on their exact methodology.
For instance, Carl's Jr features Paris Hilton wearing a bathing suit in front of a sleek car to advertise their cheeseburger. To the side they quote, "She'll tell you size doesn't matter. She's lying." Who does this ad target? Cars, sexy women, big burgers, allusions to penises--young men of course! Paris Hilton likely rarely consumes a meal like this; more often she probably gets told that she should eat a burger. But what man thinks of this reality when there's the fantasy of an attractive woman with an attractive car and an attractive burger? This appeal to sex, to fantasy, to challenge, and to indulgence is what wins for Carl's Jr.
Now, this billboard seemingly advertises nothing in its innocence. "Find a Kidney. Match for Mandie. Save Her Life!" And suddenly, my fingers dial (404)605-4605. Do you see that girl? She needs help! Don't for a second think that she doesn't exist! Don't for a second think that she's just a marketing tool! You're doing something great by saving this girl's life, even if you don't. This basic appeal to kindness and humanity can be an incredibly useful tool for this organization yet unfortunately a devastating tool for an organization with less of an altruistic intent.
Madea! Oprah! Given the popularity of these figures, one immediately tries to figure out what they're talking about. Is Oprah giving away something again? Is there a new Madea movie? No and no, but Oprah does have a new network and you should try and find it so you can watch the two day special! Appeals to celebrity will often work to grab attention, at the very least, which really seems to be the only goal of this particular advertisement.
Whether an advertisement appeal calls to our higher brain, lower brain, or heart, it calls to something. Sex, urgency, and humor all make us do at least one thing: remember, and through exploring just these three simple ads one can see that these memory devices are diverse. I can only hope that one day they earn me money rather than take it!
