Use of Advertising Appeal in Magazine Advertisements: Atlas Magazine Example

Abstract

With the development of global competition, the need for brands to differentiate from each other has emerged. This differentiation is reflected not only in the quality of the product or service offered, but also in the advertising messages that introduce these products and services to target audiences. One of the most effective methods of differentiating advertising messages is the use of advertising appeals. Brands use two types of advertising appeals, rational and emotional, to differentiate their advertising messages. The type of advertising appeal to be used varies depending on various variables such as the brand's goals and the characteristics of the audience it wants to reach. This study aims to analyze how advertising appeals are used in magazine advertisements as an advertising medium that maintains its effectiveness in the context of sectoral diversity. In this direction, 78 advertisements in Atlas magazine between January 2021 and May 2021 were examined using purposive sampling and content analysis, one of the qualitative research methods. As a result of the analysis, percentages were calculated and the most used appeals and almost never used appeals were determined. The most commonly used emotional appeal in magazine ads is the quality appeal. They frequently incorporate the quality element into their ads to meet customer demands and expectations. It has been analyzed that the emotional appeals of guilt, scarcity, music, and individuality are relatively less prevalent. This also suggests that brands avoid using guilt and scarcity appeals to avoid creating negative impressions in the minds of magazine buyers.