The De Soto car advertisement also make consumers feel safe when they buy the car. As a human being, we all want to feel safe when we buy the products. It's very important that the appeal's we buy is safe and secure. The quality of the product will always be the priority of consumer. In the De Soto print ad. The slogan of the ad demonstrates that consumers can feel safe when they buy their car, because the headline tells us that 8 out of 10 consumers who buy the De Soto car are satisfied. On the other hand, the Ford's car ad only brings out the consumer curiosity. The Ford's car ad displays a couple of pretty ladies who are looking around in front of the Ford's car. The slogan of this ad means when a man buys this car, the woman will very much enjoy it. The pitch of this advertisement is clearly the need to satisfy curiosity. As a result, the Ford's advertisement wants to use different angle and perspective to show the beauty of their car using a couple of pretty women. However, as we compare the two advertisement effectiveness toward the audience using the Fowles emotional appeals tool, the De Soto car clearly wins the battle by using more strategies to create bigger influence toward consumer decision-making.
For an advertisement to be effective, the fifteen emotional appeals tools show us that the more tools and strategies an advertisement use, the more effective of an ad will be. The Cadillac car ad in 1950s is a good example of what an effective advertisement is, because of the lot of emotional appeals that the advertisement use. First, this ad is gaining attention and satisfy the consumer curiosity by their headline and the beautiful model car that they show. The advertisement displays a luxury white Cadillac car that parks in front of a beautiful hotel. All the people in the image are well dressed. It's obvious that these people who stand in front of the hotel is rich and high class.
