Wearing Guess as a Symbol of Sexy Lifestyle - Essay Example

Guess? makes jeans for male and female adults who want to feel sexy while wearing this brand of jeans. I think using this appeal can be effective only for those people who want to have a sexy image. It can also be effective because it catches the attention of men and women. However, some rational ones might not find this advertisement convincing at all because the only benefit that they can see is the feeling of sexiness.

Fear

            Appeal to fear is commonly used by marketers in advertisements on health, hygiene, and home security. Usually, it communicates its message indirectly. Just like the advertisement below, it is about taking care of one’s heart. It doesn’t show the audience what is happening with their hearts. Instead, it used a scary scene and a line that would make one think. By looking at the picture, I would say that the ad’s target markets are those people busy with their work or others who are busy with satisfying their lifestyle that they forget to have their heart checked-up. Appeal to fear is used in this kind of ad because people are afraid to die. Since it is about health, this appeal could make its target segment act immediately. I think the use of an appeal to fear is the most effective when it comes to this kind of message. Heart problems are serious matters that are commonly taken for granted. This kind of ad will serve as a wake-up call to the target market.  

Humor

             Pepsi always comes up with bright ideas in their advertisement. The image below is a very humorous advertisement for Pepsi. It shows that even the straw chooses what soda to sip. Pepsi uses humor to appeal to make retention in consumers’ minds. If the audience will see this kind of advertisement, they will take a moment to laugh or smile about it. It just means that it got their attention and it can easily be remembered. This advertisement does not show any particular target segment. I think this kind of appeal is not quite effective. It can be remembered by the consumers but it does not mean that they are convinced to buy this product.

Rational

            The image below is an advertisement for L’oreal that uses rational appeal. If you can take a closer look at the picture, you can read on the right side the enumerated benefits of using this product. One cannot get the message of this advertisement by just looking at the picture. You should take time to read the texts included in the advertisement. Hair issue is quite scientific. That is why the rational appeal is used in this kind of advertisement. No one will believe the reliability of the product until they know the chemical ingredients of it. L’oreal used this kind of appeal to tell the consumers what they can benefit from this product and to explain why this product will work. The target segments of this advertisement are the women who want to have beautiful and healthy-looking hair. I think this advertisement is quite effective because it can tell the market what it really wants to say. It can also be effective in convincing people because of the benefits and scientific information laid out in the ad. However, some people are too lazy to read and will just look at the image.