One of my favorite advertising campaigns is for Weber grill. It is persuasive in a way that makes the consumer feel like he/she, no matter the age, will have fun with friends and family if a Weber grill is purchased. The book discusses consumer needs to which advertising appeals. One of these needs is “diversion” or a need to “have fun.”
This type of advertising appeal allows advertisers to make their consumers feel like they will have a happier, more care-free life if a certain product is purchased. In the Weber commercials, people of every age are dancing freely around their Weber grills, without a care in the world as to what others think. This advertisement exemplifies this type of appeal because it offers suggestions of a life filled with fun and opportunity to let go with friends and family for those who purchase this product.
Here is a link to one of the commercials:
http://www.youtube.com/watch?v=JVzOyrlm3zs
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