UGC NET COMMERCE November 2017(Paper-II) Q28
- Option : B
- Explanation : Creative strategies, how marketers translate their messages into a specific communication, can be classified as either informational appeal or transformational appeal. An informational appeal elaborates on attributes or benefits. Examples in advertising are problem-solution ads (Excedrin stops headache pain quickly), product demonstration ads (Thompson Water Seal can withstand intense rain, snow, and heat), product comparison ads (Verizon offers better Internet access than Comcast), and testimonials from unknown or celebrity endorsers (basketball star LeBron James pitching Coca-Cola and Nike). Such appeals assume the consumer is processing the communication very rationally.
A transformational appeal elaborates on a non-product-related benefit or image. It might depict what kind of person uses a brand (as when VW advertised to active, youthful people with its “Drivers Wanted” campaign) or what kind of experience results from using the brand (Coast soap has been advertised as “The Eye Opener!”). Transformational appeals often attempt to stir up emotions that will motivate purchase. Many communicators use negative appeals such as fear, guilt, and shame to prompt action (get people to brush their teeth or stop smoking). Also, communicators can use positive emotional appeals such as humour, love, pride, and joy, sometimes employing “borrowed interest” devices such as frisky puppies or sex appeal to attract interest and raise involvement in the ad. The challenge here is to avoid detracting from comprehension and overshadowing the product.
