The Use of Emotional and Sexual Appeals in Advertising in the Fashion Industry, Slides of Business

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Running Head: APPEALS AND EXECUTION STYLE IN FASHION INDUSTRY 1 Appeals and Execution Style in Fashion Industry Student’s Name Institution APPEALS AND EXCECTUTION STYLE IN FASHION INDUSTRY 2 Table of Contents Contents Table of Contents .......................................................................................................................................... 2 1: Introduction ............................................................................................................................................... 3 2: Summary ................................................................................................................................................... 3 3: Appeals and Execution styles ................................................................................................................... 3 4: Emotional appeal and execution-style ...................................................................................................... 4 5: Sexual appeals and execution-style .......................................................................................................... 5 6: Conclusion ................................................................................................................................................ 6 References ..................................................................................................................................................... 7 APPEALS AND EXCECTUTION STYLE IN FASHION INDUSTRY 5 industry. This is as opposed to the early time when markets relied on the magazines and posters as means of advertising. The humor and happiness created by the cartoons to viewers create a permanent image of the product in their memory. Therefore, customers get the motive to derive the product, not due to the prices or the features of it but dues to the advertising appeals and execution method used. Marketers of fashion products like perfumes, fashion, wine and high-class products have employed the tack-tick of using emotion appeal to convince customers in purchasing as it is very hard to use logical arguments and pricing to prove brand rationality and premium-ness. The appeal in motion that was used initially in the fashion industry is being employed in other industries as well (Han& Ling 2016). For instance, Nike Company has managed to attract more sales to their products by just using the emotional word "Just do it". The word swiftly communicates the message of achievement and courage without expressing the brand essence. Use of execution styles like fear, guilt and shame appeals derives customers to purchase brands they should or they should haven't. Additionally, the development of technology has also contributed to the execution of emotional appeals in the form of ads. The ads that pop-ups on social media platforms like Facebook and Google browsers create a sense of love and affection to a particular product. 5: Sexual appeals and execution-style Sexual appeal is one of the most of the commonly used method of advertising in the fashion industry. It uses decorative posters and male and female posters both in physical retail stores and online stores. The decorative female models in fashion shops are used to draw in sexually appeal in suggestive dressing codes and designs among ladies. However, the customers' attitudes towards the store, brand or design are also influenced by different age groups and APPEALS AND EXCECTUTION STYLE IN FASHION INDUSTRY 6 genders (Chung, 2014). With improved economic development and an increase in the purchasing power among the young generation, they tend to have high impact and influence on the success of the retail fashion shops. Moreover, due to the evolution of lifestyles and consumers' expectation on the fashion industry, there have been lots of motives that derive the potential buyers in buying the products. The shopping motives in the industry include; utilitarian motive, hedonic and social motivation. The utilitarian motive is the derive to buy the product for acquisition purpose while hedonic motive is influenced to buy a product for pleasure activities and socio-motivation is derive to purchase due to family affiliation(Chung, 2014). The fashion industry is also largely influenced by the cross-culture behaviors where the Africans and Europeans exchange their dressing codes and designs. The African tends to embrace more the Western dressing culture due to the positive effects created by advertising appeals and executions styles used to promote the products. 6: Conclusion In conclusion, the development of any industry largely depends on the modes and means of advertising used and the effects it has on the consumers. Therefore, there is need to wisely choose the appropriate advertising appeals and execution-style to achieve high sales in the market. The local production industries need to use transformational appeals in advertising their brands as this would derive more customers in both local and international markets. The fashion, is industry one of the most evolving industries in the global market. This calls for marketers to use advertising appeals and executions styles that have a positive attitude on the targets customers. APPEALS AND EXCECTUTION STYLE IN FASHION INDUSTRY 7 References Chung, Y. (2014). A Study on Store Switching Behavior of College Students in On/Offline Apparel Store. Fashion business, 18(3), 1-13. https://doi.org/10.12940/jfb.2014.18.3.1 Gupta, S. (2012). Fighting the advertising battle. Journal of Indian Business Research, 4(2), 125- 135. https://doi.org/10.1108/17554191211228047 Han, J., & Ling, J. (2016). Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences. Journal of Organizational Behavior, 37(8), 1202-1223. https://doi.org/10.1002/job.2099 Pae, J. H., Samiee, S., & Tai, S. (2002). Global advertising strategy. International Marketing Review, 19(2), 176-189. https://doi.org/10.1108/02651330210425024