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Positive Appeal

Positive appeal is an advertising approach that aims to reduce anxiety about purchasing a product by emphasizing the positive aspects and gains of owning it. Negative appeal takes the opposite approach, attempting to increase anxiety about living without a product by highlighting the negative consequences and losses of not purchasing it. Both positive and negative appeals use rational arguments, but positive appeal focuses on the upsides of acting while negative appeal stresses the downsides of not acting.

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Hussain Ali
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11 views

Positive Appeal

Positive appeal is an advertising approach that aims to reduce anxiety about purchasing a product by emphasizing the positive aspects and gains of owning it. Negative appeal takes the opposite approach, attempting to increase anxiety about living without a product by highlighting the negative consequences and losses of not purchasing it. Both positive and negative appeals use rational arguments, but positive appeal focuses on the upsides of acting while negative appeal stresses the downsides of not acting.

Uploaded by

Hussain Ali
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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POSITIVE APPEAL

Advertising copy approach that attempts to alleviate a person's anxiety about


buying and using a product. The positive appeal stresses the positive aspects oI a
product and the positive gains Ior a person who purchases the product.


NLGA1IVL ALAL
Advertising copy approach that points out the negative aspects oI liIe without the
advertised product. The negative appeal attempts to increase people's anxiety about
not using a product or service and stresses the loss they will experience iI they do
not purchase the product or service.




Postive Appeal means something that appeals to you in a positive way.
Positive rational messages use facts, statistics and details, but instead of
emphasizing the negative effects of not acting or acting negatively, they
emphasize the positive effects of action.
Negative Appeal means something that appeals to you in a negative way.
Negative logical messages show that negative results will follow a certain
action or inaction. . It attempts to increase the people`s anxiety about not
using a product and stresses the loss if the will not use the product.

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