Emotional Appeals
Identity / Social / Lifestyle Appeals
Rational / Logical Appeals
Credibility / Ethical / Transparency Appeals
Special / Mixed Appeals
100
A razor ad shows a dad gently holding his newborn after shaving with the message, “Every touch matters.”
Answer: Personal Appeal
100
Friends are shown meeting at a café with the slogan, “Good drinks start good conversations.”
Answer: Social Appeal
100
A shelving ad shows a messy room and says, “Solve the clutter.”
Answer: Pain-Solution Appeal
100
A famous athlete says they start every morning with a certain cereal.
Answer: Endorsement Appeal
100
Upbeat music plays as colorful water faucets turn on in rhythm with the beat.
Answer: Musical Appeal
200
A forest-protection poster shows a tree turning to ash, saying, “If we lose the forests today, we lose our future tomorrow.”
Answer: Fear Appeal
200
A vitamin ad shows older adults dancing and hiking, claiming, “Feel the energy you thought you left behind.”
Answer: Youth Appeal
200
A soda company releases bottles with names and writes, “Only a few thousand exist—find yours before they disappear.”
Answer: Scarcity Appeal
200
A car company openly shows the flaws in an old model and then highlights the improvements in the new one.
Answer: Transparent Appeal
200
A furniture catalog shows perfectly styled rooms with flawless lighting so buyers can imagine each item in its best form.
Answer: Beauty Appeal
300
A delivery app commercial follows a man who keeps misunderstanding simple directions, causing a series of silly mishaps—yet he still manages to order food correctly because the app “gets it right even when you don’t.”
Answer: Humor Appeal
300
A new snack brand launches a street event where crowds line up for a viral challenge, and people post it everywhere online, making others feel they “need to join in.”
Answer: Popularity Appeal
300
Fans submit videos praising their favorite snack, saying how it “never fails to save any party,” and the company features these clips in its ad.
Answer: Testimonial Appeal
300
A skincare brand promotes its lotion by stating, “Made from real, plant-based ingredients—no artificial fragrances, no synthetic dyes.”
Answer: Natural Appeal
300
A jeans brand uses subtle, confident movements and close-ups of the material hugging the body—not explicit images—to create grounded sensual appeal.
Answer: Sexual Appeal
400
A home renovation brand tells the story of two childhood friends reunited through restoring an old house, suggesting that “some structures endure because the memories inside them refuse to fade.”
Answer: Romantic Appeal
400
An SUV commercial shows the vehicle crossing deserts, icy ravines, and remote mountain passes, urging viewers to “embrace the uncharted and wander beyond the edges of the known world.”
Answer: Adventure Appeal
400
A balcony-decorating company shows stark differences: dull, empty balconies versus ones transformed by their products, making the lifestyle gap unmistakable.
Answer: Contrasting Appeal
400
A global café chain shows diverse customers gathering under its iconic logo, presenting itself as a “shared cultural experience that transcends borders.”
Answer: Brand Appeal
400
A toy brand depicts a child envisioning multiple future selves—a scientist, architect, firefighter—as they build with the set, suggesting that creativity becomes the foundation of one’s future potential.
Answer: Potential Appeal
500
A nonprofit film portrays the daily life of a child caring for an ill parent, using quiet, intimate moments—helping with medication, cooking alone—to show how unseen burdens shape childhood. It ends by asking viewers to “stand with the ones who shoulder what they should never have to carry.”
Answer: Empathy Appeal
500
A luxury watch brand contrasts polished boardrooms with sweeping city skylines as a narrator describes how “true success is not merely achieved but articulated through the symbols one chooses—silently communicating a life of mastery and distinction.”
Answer: Status Appeal
500
A wage-equality campaign transforms well-known tech leaders into female versions of themselves while citing statistical evidence about global wage disparities, urging viewers to confront the “quantifiable inequities masked by everyday norms.”
Answer: Statistics Appeal
500
An eco-focused clothing company reveals every stage of its supply chain—farmers, factories, audits, environmental reports—and explains how each decision aligns with a philosophy of “radical honesty,” positioning transparency as its highest ethical value.
Answer: Transparent Appeal / Ethical Credibility
500
A luxury fashion house presents slow-motion shots of city architecture blending into its minimalist logo, implying that wearing the brand signals not just taste, but an alignment with a global aesthetic philosophy reserved for cultural trendsetters.
Answer: Brand Appeal