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What is advertising?

It is hard to find a satisfactory definition of advertising.

A picturesque way of putting it is to call it business imagination, an imagination that sees in a product possibilities which can be realized only by appealing to the public in new ways to create a desire where none existed before. It is a very broad word, an omnibus word conveying different ideas to different people.

No advertising definition is here possible except as this entire article may be accepted as a definition. So rapidly has advertising advanced through its various changes that even the latest dictionaries and encyclopedias are out of date in their attempts to define it. The advertising of yesterday is not the advertising of today. Men not so very old have witnessed its entire development from an untrustworthy instrument of quacks to its place as an engine in the conduct and expansion of business.

Advertising in the dictionary sense has a history as old as that of the human race. Just as soon as there were enough people in the world, some sort of formal announcement had to be made. The early history of such announcements – from proclamations to the beginning of pictorial and lettered inscriptions, from these primitive posters to the discovery of printing, and from the advent of printing to the beginning of real advertising – is of interest only to the archaeologist. It is of no value to the business entrepreneur. It would be of no assistance to understanding modern advertising than ancient Phoenicians coins would be to comprehending the principles of a modern bank.

Every attempt to secure the sale of a product or service is advertising. The wares of the primitive merchant displayed invitingly in front of his booth is advertising. A want ad, to secure a job or an employee, is advertising. An inscription on a wall, the barker in front of a side show, the promises of an internet marketer, the announcement of a new online technology, membership in an affiliate program, wearing a peculiar shirt or distinctive sticker in your car – all these are forms of advertising in that they seek to attract attention to a product or a service that is for sale. For a product or a service of general use, rich and poor, high and low, men, women and even children, must be appealed to.

At least one principle we know of, stays constant, not eroding with the passing of time or the use and or abuse of men, not concerned with the weather outside, nor considering your personal health status, or taking into account your surrounding circumstances, and that is that you have to keep doing it, it has to be fed, no way around it, it keeps asking for every ounce of your commitment if you expect any kind of visible returns.

Whatever the appropriate definition of advertisement is, one thing is to conclude, it is because it has been. And every succeeding year since the beginning of the human entrepreneurship it has left its precious deposit of new ideas, better methods, larger and swifter efficiency, and the promise of an even greater growth.

Source by Fidel Prida

Realty and personal property terms have often been confused as to what they exactly mean. Here we will clear that right up for you. We will look at the terms personal property, realty, land, real estate, and lastly real property.

Let’s begin with personal property. Personal property also known as chattel is everything that is not real property. Example couches, TVs things of this nature. Emblements pronounced (M-blee-ments) are things like crops, apples, oranges, and berries. Emblements are also personal property. So when you go to sell your house, flip, or wholesale deal, you sell or transfer ownership by a bill of sale with personal property.

Realty.

Realty is the broad definition for land, real estate, and real property.

Land

Land is everything mother nature gave to us like whats below the ground, above the ground and the airspace. Also called subsurface (underground), surface (the dirt) and airspace. So when you buy land that’s what you get, keep in mind our government owns a lot of our air space.

Real Estate

Real estate is defined as land plus its man made improvements added to it. You know things like fences, houses, and driveways. So when you buy real estate this is what you can expect to be getting.

Real property

Real property is land, real estate, and what’s call the bundle of rights. The bundle of rights consist of five rights, the right to possess, control, enjoy, exclude, and lastly dispose. So basically you can possess, take control, enjoy, exclude others, and then dispose of your real property as you wish as long as you do not break state and federal laws.

Lastly there are two other types of property we should mention.

Fixture

Fixture is personal property which has been attached realty and by that now is considered real property. So you would ask yourself upon selling to determine value “did you attach it to make it permanent?” The exceptions to this rule are the garage door opener and door key, these are not considered fixtures.

Trade Fixtures

Trade fixtures are those fixtures installed by say a commercial tenant or can be the property of the commercial tenant.

I hope this clears up some misconceptions about personal property, realty, land and real estate and now fixtures and trade fixtures!

Source by Bill Guerra

Learning the Basics When you attend vegetarian culinary schools, you learn about the basics of cooking a vegetarian meal. You will learn about making the food look appealing. You learn how to prepare some of the fancier vegan foods. The schools operate in a kitchen and a classroom. You spend all your time learning how to become the best chef. You will learn about the different seasonings and spices as well as how to use them with different vegetables.

The vegetarian culinary schools only select so many people. You cannot just enter the culinary schools vegetarian classes if you have had no prior cooking experience in most cases. Most schools require some basic knowledge of cooking even if it is not strictly vegetarian style. The vegan chef school is a great way to take a step up in some of the fancier dinning establishments. It is possible to work in a high-class country club or even for a government catering organization.

Once you start the class, you will see how easy it is to make a vegetarian meal and make it so tasty that no one will care if it is a vegetarian meal. This is quite important if you want to be a chef. You have to learn how to garnish the food to make it look appealing. Color is another part of learning. Culinary schools, vegetarian schools included teach you how to garnish with color to entice the palate. You learn everything you need to make so many different foods.

Graduating from Vegan Chef School Once you complete your degree, you will be able to find work almost anywhere a chef is needed. Many clubs and restaurants look for chefs right out of school because they are fresh and have some skills that some of the older chefs may not have. Vegetarian chef schools will guide you on how to approach the establishments and what is expected of you as a resume. You will not submit a paper resume, but you will make a scrumptious meal as your test before being considered for a position.

When you attend vegetarian culinary schools [http://www.vegetarian-culinary-schools.com/vegetarian-culinary-schools.html], you will learn so much about cooking with different types of foods. You will learn how to make a vegetarian lasagna that no one will ever guess is just a vegan dish. You will take pride in your work and know just how to make the perfect dinner or even a breakfast for anyone that enjoys the delights of vegetarian foods and even those that do not, will be delighted.

Source by Adam Mathews

The 70’s what a great decade for music and for music lovers too. Music of the 70’s has had a lot of influence on the music we listen to today and of course there are some of us who still have some of our favorite 70’s records and listen to them still. Some of the genres that really came into their own in the 1970’s are Classic Rock, Disco, Southern Rock, Punk Rock, and the birth of Heavy Metal although it was originally known as Hard Rock as well. No matter if you were born into a younger generation there is more than likely a 70’s song or album that you listen to so lets look at some great albums of the 70’s.

More than likely, regarding the music of the 70’s the music genre most closely related to that American decade is Disco, which really came on strong in the mainstream after the film “Saturday Night Fever”. The soundtrack from that movie went on to become one of the greatest selling albums of all time too. Rolling Stone magazine in 2003 placed the album on their 500 greatest albums of all times list, and in the same year, VH1 called it the 57th greatest album of all time. With songs like “Staying Alive”, “Night Fever”, “If I Can’t Have You”, and “Boogie Shoes” it is no surprise that this album soared to the top.

Another genre that really increased in popularity during the 1970’s is Southern Rock. There were a whole slew of Southern Rock bands in the 70’s that really exploded on to that music scene too. Bands like the Allman Brothers, The Outlaws, and Molly Hatchet made some great music, but the ones who set the standard of Southern Rock music of the 70’s is none other than Lynyrd Skynyrd. Lynyrd Skynyrd had four platinum albums in the 70’s, three of which went double platinum. Street Survivors however, showcased the 3-guitar attack of Gaines, Collins, and Rossington behind Ronnie van Zant that other bands try to copy today making Street Survivor their most important album in the 70’s.

The genre of Progressive Rock is another style of music that while born of Psychedelic Rock in the 60’s, really made its bones on the back of earlier artists in the 70’s. Bands like ELO, Utopia, Kansas, and Rush moved into the forefront of the genre maintaining the core of their listeners, while making Prog Rock Top 40 friendly as well. Of all the bands mentioned Rush really is the standard by which all other Prog Rock bands are measured by. Perhaps their most significant contribution in vinyl to music of the 70’s is the bands album “2112”, and the boss track on that album “Passage to Bangkok”

The last of the genres we are going to talk about is of course Heavy Metal, which assaulted Rock and Roll and went mainstream in the 70’s Motorhead, Judas Priest, and Iron Maiden found a home within the genre making fantastic music, but the band that made it all possible is of course Black Sabbath. The album “Black Sabbath” is the undisputed father of Heavy Metal music of the 70s as well as Heavy Metal 70’s records. The three tracks that everyone mentions when discussing this musical masterpiece are “N.I.B.”, “Black Sabbath”, and “Warning” and all agree that this album is the greatest ever of the 1970’s Metal scene.

Source by Nicole Roberts

It is not clear how music influences the individual. Some experts insist that music and musicians influence young people. Other sources insist that certain individuals respond to particular types of music and musical expression. Either way, today’s youth can see how their favorite musicians dress and behave, both in public and in private, via the multiple media sources which are constantly monitoring the world’s celebrities. Young people can then elect to change their own appearance and behavior to reflect the musician and musical style that they most identify with.

Two separate, but related, theories explain how individuals relate to and express themselves through music. Social identity theory indicates that people “borrow” their identity from the society in which they live. The individual’s adopting of a group identity through music is a way for that person to conform to the ideals, goals, and norms of the society as a whole. The opposite of social identity theory says that some individuals elect to behave in a manner that is contrary to societal norms. These people prefer to adopt their own style and stand apart from everyone else. This is called personal identity theory. These theories are interrelated because, even though personal identity theory identifies the individual aspects of expression, the person is still identifying as a part of a sub-group.

Young people are more likely to subscribe to varying forms of identification through music; especially those forms that my not conform to the larger society. As young people move through the adolescent years and into young adulthood, they are more likely to explore and experiment with their own identity through music than older adults, who have likely settled into one genre that they identify with. Looking at music in this way makes it easier to see how it has always been, and remains, a socializing agent; a way for young people to explore their independence as they move away from the authority of their parents.

This perspective on music can hide the influence that music has on children. The music of the past century has played an important role in the lives of young adults, yet music may be having an expanding effect on individuals who are even younger. Remember that music has always been an important part of every society. Children are socialized through songs that are shared with them at many ages. Children’s songs can be as simple as songs that teach basic information, such as ABC’s and 123’s, and they can teach social skills and acceptable behavior (think Sesame Street and Barney). Still, children have access to the same music that young adults have access to; and sometimes this music is not age-appropriate. This phenomenon has ushered in the debates about whether or not exposure to certain musical influences is having a harmful effect on the nation’s youth.

Interestingly, one study has found that females are more likely to be influenced by music than males, although both genders find expression through music satisfying. This may be because females are typically socialized as members of a societal group and males are typically encouraged to be self-sufficient. The study’s authors believe that the socialization process makes females more susceptible to musical influences than males.

Source by Rebecca Stigall

The four major Fashion Weeks are held semi-annually and internationally. Each one of the Fashion Weeks has a unique style, all their own.

In 1943, New York held the first Fashion Week, and has been the quintessential idea of fashion week ever since. Now known as the Mercedes-Benz Fashion Week, it does seem to be the most commercialized of the big fashion shows, in that the clothes are created ready-for-market. Its styles and designs are arguably a lot ‘safer’ than the other three locations.

In 1984, London jumped on the fashion train and recently has been making a splash with its high-end couture. London Fashion Week has not yet reached the commercial level of New York and is less likely to follow fashion trends. Rather, each London fashion house showcases its unique take on fashion-forward concepts, and their collections are still market ready. The heavy hitters in London like Richard Nicholl, Christopher Kane and Giles Deacon are all amazing designers who produce commercially viable collections that would stand out at any of the fashion shows around the world.

Milan’s version of the week was established in 1958 and is part of the Big Four internationally. It is owned by a nonprofit association which disciplines, coordinates and promotes the development of Italian Fashion and is responsible for hosting the fashion events and shows of Milan called Camera Nazionale della Moda Italiana. The original Italian Fashion Week was not held in Milan, instead it was held in Florence at the hands of Giovan Battista Giorgini. He held the first “fashion parade” in the living room of his house “Villa Torrigiani”. Then the Italian week later moved to Rome, and then Milan where it is currently held in haute style today.

Paris is known as the fashion capital of the world, and holds the finale position in the fashion show tour. Paris Fashion Week brings each season’s chaotic schedule of international fashion weeks to an end. High-end French designers include: Christian Dior, Coco Chanel, and Louis Vuitton along with many more stunningly talented designers. Typically, Paris has some of the most extravagant shows, especially with Paris Couture Week.

No matter which of the Big Four is your favorite, each week is sure to dazzle its audience with new haute couture designs year after year. In addition to haute couture trends, innovative fashion designs have also been making a big impact, especially in New York, the only location that allows a fashion school to feature its students’ designs, which are often very fresh and inspirational. It is definitely important to keep up with the latest runway styles from all four weeks to stay on top of upcoming trends for the next season.

Source by Rene W

Digital Marketing is much like modern architecture in many ways. It is the way of the world and these guidelines are just a start to get your business off on the right foot. Mastering digital marketing isn’t a cakewalk. According to the Digital Marketing Institute, it is the required result of digital channels to promote or market products and services to consumers and businesses. It believed to be wavering these days as many companies that once used the old style of marketing are now going digital. It is essential in today’s world that a company which exists physically, must exist digitally as well. It is believed that existing digitally enhances advertising process. There exist a different and more approachable digital marketing tools like web designing, pay-per-click marketing, SMS, and email marketing. The following article will educate you in not one but many ways.

Direct marketing and advertising is an advertising in which companies offer physical marketing and advertising materials to consumers to communicate details about a service or product. Inbound marketing can likewise be an essential tool in the continuing retention of present customers, by creating communication with those customers and enabling business to engage with other customers by giving informative, educational result together with product promotions. While outbound marketing could reach a larger audience, additionally, it runs the danger of barring uninterested consumers also. If you prefer to do better marketing without harming your finances, direct marketing will probably be somewhat decent for you. Second, content promotion is a pull, instead of a push, strategy. To the contrary, it is a refreshingly new concept in marketing which provides a unique comprehension of consumer behaviour.

Content can typically be about a service or a product, it might be item, price, service charges or the selling of digital products like books, movies or software. It is something that helps in relaying old customers and thereby helps in pulling traffic from popular search engines. The very first and most crucial issue is quality content, try using attractive words that could connect nicely with readers. Step one on any advertising (or indeed, marketing) campaign needs to be to recognize the aims and goals of the campaign and the way they fit into the aims and goals of the business all around. Digital advertising and marketing campaigns will need to rely on these limits to be prosperous. Together with creating great advertising text (copy), you may want to study the way you can earn a corporation’s marketing campaigns visually appealing, through the usage of banners, images, videos and more.

Although these facts may be true, but sometimes it gets difficult to do all these techniques in the company. Therefore, known and recognized companies and firms may hire a digital marketing agency to do on behalf of them. Most renowned digital marketing agency may not only offer quality and dependable benefits, also they have a digital marketing and advertising strategist which may help plan the most helpful campaigns. To be successful in today’s day, companies need to continuously create new content that doesn’t only get them found but also lets them capture leads. Soon it won’t be enough for businesses to understand what you might want. All businesses wish to strengthen their relationship with clients and prospects. Now everyone is aware of what the business is shooting for. It is essential that businesses optimize their online properties effectively to be able to get to the top of the entire important search engine result page.

Even though many mistake digital for internet, to their surprise online marketing is only a part of the huge digital marketing framework. In a broader sense, the net is the centre of digital marketing. It has made easier for marketing managers to measure the results of a campaign. Since you can see the internet is by far not the only spot for marketers to assemble success, even in past couple of years. The web and the world have brought in an entire new perception of the advertising market. Thus, if you need to effectively advertise your business on the internet then seek the services of a renowned digital advertising company at the earliest.

Source by Anil G L

So you’re vegan and have this passionate love of food. You would like to pursue this passion further, but you’re not sure what the vegan cooking school options are out there. Happily, there are plenty! There are quite a few schools that focus on plant-based meals, and many that aren’t exclusively vegan can be geared toward you, so you won’t find yourself chopping chickens and preparing fish if you’re not into that.

There are many casual plant-based cooking classes around the world if you’re looking for something just for fun without any fancy certification. In this article, though, I focus more on professional programs that have varying degrees of intensity. Some require only a little time and money if you don’t want to be a professional chef; others will take you the full distance to running your own kitchen.

Without further ado and in no particular order, here’s a list of some popular schools around the world, with some information about each.

Living Light Culinary Arts Institute
Where is it? Fort Bragg, California
What do they offer? 100% vegan and raw food instruction
When do the programs run? Multiple times a year, depending on the program
Website: rawfoodchef.com

The Living Light Culinary Arts Institute is located in a small coastal community on the Mendocino coast. If you love the ocean, temperate weather, and raw vegan cuisine, you’ll love this school. Run by Cherie Soria, the “mother of raw food”, this is THE raw foods institute. This is the one that draws people in from all around the world and produces top-of-the-line celebrity chefs of all kinds.

There are several types of courses, including a Gourmet Chef Certification Series (6 weeks), Advanced Instructor Training Certification Series (4 weeks), Raw Food Nutrition Educator Series, and the full-out Professional Chef Series, which runs almost an entire year, including a 250-day internship at the school.

Many of the well-known raw food chefs around the world went to Living Light for their training, including Chad Sarno and Jennifer Cornbleet.

The Natural Gourmet Institute
Where is it? New York, NY
What do they offer? Public classes and professional chef training that are plant-based and vegan-friendly
When do the programs run? Inquire by e-mail on their website
Website: naturalgourmetinstitute.com

The Chef’s Training program they offer is an intensive, professional course which can be taken part-time or full-time, but runs 619 hours. This school does teach people how to prepare seafood, chicken and eggs, but if you’re vegan you can opt out of that. This school teaches a wide range of cooking styles, including how to ferment, prepare raw foods and macrobiotic foods, and even Chinese medicine and medicinal cooking. The emphasis is on whole, plant foods.

The Natural Gourmet Institute offers a fun Friday night dinner, where the people enrolled in the school prepare a fine-dining experience for the general public at big, communal tables (with candlelight!), so if you’re in the area, you could swing by and see what it’s all about.

The Matthew Kenney Academyformerly the 105 Degrees Academy
Where is it? Oklahoma City, Oklahoma
What do they offer? Chef certification program in raw foods
When do the programs run? Monthly, or several times a year for the more advanced classes
Website: kenneycuisine.com

Matthew Kenney offers very small and personal raw food chef’s training classes (typically 4-8 people). It’s designed for beginners and chefs alike.

There are two 4-week training sessions – Level 1: Fundamentals of Raw Cuisine, and Level 2: Advanced Raw Cuisine. The Level 1 courses run every month and is Monday to Friday, 9am – 3pm. The Level 2 course runs 4 times a year and is the same hours as the Level 1 classes.

Cordon Vert School
Where is it? Altrincham, Cheshire, UK
What do they offer? Vegetarian leisure classes and workshops, a diploma program for professional chefs only
When do the programs run? Several times throughout the year; programs are short
Website: cordonvert.co.uk

The Cordon Vert School offers classes at their Vegetarian Society headquarters, and they even have rooms for lodging. They have a variety of vegetarian courses, ranging from 1 to 2 day workshops, classes for leisure, and professional classes. Their professional diploma class, a week in duration, is only available to professional chefs. However, their workshops and leisure courses are open to the general public, and occur frequently throughout the year.

Natural Epicurean Academy of Culinary Arts
Where is it? Austin, Texas
What do they offer? Full professional chef program that is vegan-friendly, public classes
When do the programs run? Begins every August and February
Website: naturalepicurean.com

This school specializes in vegetarian, vegan, macrobiotic, ayurvedic and raw food preparation and cuisine. They offer a full 900-hour professional chef training program. All of the training takes approximately a third of a year, if you jump straight from training into internship. This is an intensive course that will fully prepare you to work in a natural kitchen.

They also offer public classes, though they’re sparse and seldom due to the emphasis on the professional chef training program.

The School of Natural Cookery
Where is it? Boulder, Colorado
What do they offer? Professional training as a foundation course, with the option to go further
When do the programs run? Most are in the Fall and Spring
Website: naturalcookery.com

The foundation course at the School of Natural Cookery is a 16-week diploma course where you learn fundamentals, bread making, gastronomy, nutrition and more. If you achieve a very high mark in this course, you may take a 4-week personal chef course or teacher training course. However, in order to pursue the teacher training course, you must have finished their classes as well as have five years experience with natural food.

Courses are typically offered for a spring semester and a fall semester and run the duration of a typical school semester.

Vegan Culinary Academy
Where is it? Anguin, California
What do they offer? Online courses and a 1000 hour professional apprenticeship
When do the programs run? Anytime
Website: veganculinaryacademy.com

There are two major highlights of this school – first, someone who is looking for a professional apprenticeship opportunity will find it here, and it can be completed in six months to two years depending on how much you work, and second, they offer a distance learning program. The online program requires only that you have a camera and a computer with internet, and each student gets personal attention from the instructors in addition to all of the class materials and lessons. The apprenticeship is geared toward those who are already chefs, dietitians or food service directors.

Heaven on Earth Vegetarian Institute
Where is it? Hamilton-Stoney Creek, Ontario
What do they offer? A vegan, macrobiotic and ayurvedic 3-module program
When do the programs run? Mid-October to mid-March for all 3 modules
Website: heavenstudio.ca

This institute offers a Holistic Health Consultant & Cooking Certification program that runs in 3 modules and goes far beyond cooking. It delves into many aspects of holistic health, including yoga, pranayama, diet and lifestyle changes for preventing diseases, and of course healthy food preparation. All of the cooking is vegan with the exception of one class, where fish is included.

Natural Kitchen Cooking School
Where is it? Mercerfield, New Jersey, Haddonfield, New Jersey and New York City
What do they offer? A natural chef training program
When do the programs run? October to May, one weekend each month
Website: naturalkitchenschool.com

This school has several locations and occurs during weekends, making it more accessible. The class sizes are kept small (12 or less) so personal attention and assistance can be given.

This list is by no means comprehensive, but it does cover the major vegan-friendly cooking schools out there. Every year, more and more small classes pop up in different cities, so if you’re just looking for some basic instruction and have no interest in pursuing a career in cooking, check out what your city (or nearby city) has to offer. If you are looking to get serious with preparing that awesome vegan food, there are a few great choices on this list that could help you achieve your dreams.

Source by Allysia Kerney

There are many misconceptions about fashion stylist jobs such as these jobs are easy to get, one can lead a comfortable life after getting these jobs and one doesn’t have to work very hard to get ahead in this field. While these jobs are comfortable and offer flexible working hours, in order to get ahead in this industry, aspiring personal stylists should know a few things and listed below are 4 important must know facts about fashion stylist jobs.

#1 – Fashion Stylist Jobs are About Glamour but Also about Hard Work – Most aspiring stylists believe that becoming a one is easy and can be done by anyone. Although, this is partially true, in order to become a successful stylist, students have to work hard while they are studying to become stylists. In addition, for the first few years aspiring stylists may have to spend a lot of time and energy researching about the latest fashion trends so that they can help their clients get the desired look.

#2 – It’s All about Research – An important part of being a fashion stylist is researching the latest trends and colour schemes. Although students are taught various important things about fashion while they are training for fashion stylist jobs, it is important for aspiring stylists to remember that after they get a job or while they are on internship with a company, they will have to spend many hours a day studying about colour patterns and matching colours to skin tones, hair tones and body structures.

#3 – Fashion Stylist Jobs Involve Being Creative – Most people believe that there are hard and fast rules set for stylists however, the truth is that fashion stylists can experiment and be creative as long as they know what they are doing. An integral part of the job involves using one’s imagination and creativity to make clients look good. If you have a good imagination and can vision ideas then you may be ideal for this job.

#4 – The Sky is the Limit for Those Who Try – There is a lot of scope in the fashion industry and aspiring stylists who are looking for fashion stylist jobs can get success shortly after joining a job provided they are ready to follow the rules of this industry. Hard work and flexibility are two important rules of this industry and stylists who are ready to go the extra mile can easily accomplish their goals. Remember, to become a stylist the first thing that needs to be done is to get accredited from an institute that can help you achieve your goals.

Source by Amparito V Segovia

The unwritten rule of effective advertising involves creating ads that appeal to people’s emotions, these appeals can be broadly categorized into fear, sex, humor, music, rationality, emotions and scarcity. These appeals are something that are experienced by everyone universally, regardless of race, financial stance or intelligence.Think back to an advertisement that you can remember, what appeal did it have? chances are it fit into one of the “magic 7” appeals, perhaps even using a mixture of the appeals. Needless to say the successful advertisement is not only the one you remember, but the one you remember in a positive light. Successful marketers are able to create advertisements customers favorably recall in memory… and we all know positive attitudes lead to positive behaviors, such as consumers buying your product! Below is a guide to using the appeals, highlighting both positive and negative consequences associated with using the advertising appeals.

Fear Appeal – The first advertising appeal and perhaps the most effective to date, is the advertising appeal of fear. Fear is an emotion that has existed as long as intelligible life has walked the Earth. Fear advertising concentrates on emotional responses from customers to a perceived threat, typically severity and vulnerability. An example of a fear appeal would be an advertisement for a “web hosting” company focusing on the severity of downtime experienced on the site and the customers vulnerability of losing business due to downtime. The Good – Fear appeals tend to be very persuasive and are great for capturing peoples attention, such as an eye-catching advertisement of an injured car crash victim due to drink diving. The Bad – hard to gauge how much fear to use, too much and you can scare people away from your ads and too little fear and nobody will notice your ad.

Sex Appeal – Another universal aspect of being human, sex has been used for years by marketers to capture attention of the sexes. The use of sex can be subliminal, sexually suggestive, nudity or sensuality, ever notice how most people that appear in ads tend to be attractive? An example of sexual advertising is with the America’s Next Top Model TV series, which has ads showing the girls in sexually suggestive clothes to lure in male viewers to watch episodes. The Good – Sex is proven to cut through clutter, if your advertising in a busy time-slot using sex appeals will help your ad get noticed, this helps increase brand recognition The Bad – Sex appeals can be provocative and may cause negative reactions with different cultures (non-western) and sex appeals are so prevalent nowadays that they no longer carry the WOW-factor they once did.

Humor Appeal – Everyone loves to laugh and most people have negative attitudes towards advertising but positive reactions to humor, a consumer watching a humorous ad laughs, tells people the joke and remembers this greatly helps marketers. There are many memorable TV ads that use humor to promote their brands, the John West Salmon ad where a man fights a bear for salmon effectively leverages the humor appeal The Good – Humor is one of the best methods for cutting through advertising clutter as funny ads are more easily noticed by the increasingly time-scarce consumer, humor gets attention, stays in peoples memories and typically win awards The Bad – it is important that the joke does not overpower the brand or its associated motto, if people remember the joke but not the brand this is not effective. Advertisers must also be culturally aware as what is funny in one culture may be offensive in another.

Music Appeal – Music is something that everyone enjoys, music is something that is both personal and causes people to recall moments that are both good and bad in their life. Music helps capture attentions and link to the consumers emotions. An example of music appeal is soft drink company 7UP using the song ‘sunshine’ by the Partridge family, this helped resonate the message to their target market. The Good – using a well known song can bring back positive nostalgic memories in consumers causing them to have positive attitudes towards your brand, music’s intrusive nature means that people can still be attracted to the ad even if they are avoiding ads in general. The Bad – certain music can cause negative reactions in consumers if they relate to bad memories in the past.

Rationality Appeal – The rationality appeal relies on consumers actively processing the information presented in the ad, this appeal is typically used in print media due to the consumers having more time set aside to read the advertising in this medium. Typically rational appeals focus on the practical, functional or utilitarian needs of consumers. Rational appeals are typically used in advertising drugs or healthy lifestyle products like Vitamins, such as recent ads by pharmaceutical company Swisse which used Australian Cricket captain Ricky Ponting who asserted the individual vitamins to appeal to knowledgeable consumers. The Good – rationality is great for high-involvement products and for B2B advertising The Bad – the rational appeal must be credible as false claims can cause negative brand attitudes.

Scarcity Appeal – Scarcity is based on limitations, typically this is in the form of limited time to purchase or limited supply. Scarcity is often used with fear appeals, to help empower customers by missing out on a potential immediately negative event. Australian advertisers use scarcity appeal in cricket memorabilia advertising, by offering The Good – scarcity is great for encouraging users to take action, and is often effectively used with other promotions like coupons, sweepstakes and contests The Bad – scarcity appeals must be genuine or consumers will harbor negative attitudes towards your brand.

Emotional Appeal – Appealing to the emotions of consumers is an effective technique for capturing attention and fostering attachments for a consumer to your brand, it is generally more effective to concentrate on positive emotions like happiness, joy, trust and love. Typical industries that use emotions in their advertising copy are banks and insurance agencies who often center on optimistic emotions like happiness and joy in an attempt to reconcile commonly held stereotypes of these industries as corporate mega powers. The Good – emotional appeals combine with nearly every appeal very effectively, can be the key to building up brand loyalty amongst customer base The Bad – emotional appeals must match the target market and current PR history of the company, consumers are increasingly aware of advertising messages.

In summary, the seven appeals of advertising are useful to understand when in the beginning stages of creating an advertisement whether it be online or offline, building your advertisement around a given combination of appeals acts as a good starting point. Some tried and tested combination’s of advertising appeals includes the combination of fear and rationality (typically used in anti-smoking advertising), and the use of music and emotion generally are a good basis for any advertisement. In the end the appeals should be taken into consideration with other factors, namely your organizational marketing objectives, media strategy, target market make-up and brand strategy. If for example your organization is a local newspaper that caters to a demographic of 40 and above, and its looking to improve its brand loyalty by expressing its concern and care for the local community, a emotional or rational appeal would be most appropriate in helping you reach your marketing objective of brand loyalty with your target market.

Source by Uros Evic