Sexual Appeal
One of the best known advertising appeals is that sex sells. People use sexy models and "sexy" product shots that will make the viewer emotionally excited. From Victoria's Secret to Hardees, brands have used unabashed sex appeal to sell products and services.
Because this is often an abused appeal in ads, companies like Hardees have changed course with a "Food Not Boobs" campaign.
Brands like Calvin Klein and Levi Jeans, focus on a more grounded sexiness to show the value of their product (which makes more sense than trying to sell sexy fast food).
Romantic Appeal
A sense of romance can take people back to a nostalgic moment that evokes emotion. Romance does not necessarily have to do with relationships, but rather a sense of powerful feeling that is inspiring and idealized.
This Lowe's ad may show a romantic relationship, but it is the sweet nostalgia of the two childhood sweethearts that really draws viewers into the storyline and the value of what Lowe's products offer: building a home, not just fixing up a house.
Endorsement Appeal
We all know that many of the professional athletes, actors, actresses and celebrities that push products aren't necessarily an important part of the product, but the effect is still felt.
Mila Kunis doesn't have much to do with Jim Beam's brewing process, but she's a strong endorser of the product. Beautiful and believably familiar with her whiskey, the actress puts her stamp on the brand and adds authority without being in the industry herself.
Celebrities, athletes and big-name influencers are used quite often to endorse products in order to stir popularity despite having nothing (or little) to do with their creation, direction or knowledge of the industry.
The ad world (or sports world) may never forget how Joe Namath endorsed pantyhose he admittedly did not use.
Youth Appeal
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