Analysis of appeal and their impact on consumer behaviour

Apeli se u oglašavanju koriste još od 18. stoljeća pojavom prvih masovno tiskanih novina. U to vrijeme proizvođači u oglašavanju ističu racionalnu korist svojih proizvoda (opipljive vrijednosti i kakvoća). Prava kreativna revolucija u oglašavanju događa se krajem pedesetih godina prošlog stoljeća kada opipljive vrijednosti proizvoda prepuštaju mjesto neopipljivima. Izbor apela temelji se na potpunom poznavanju tržišta i uvjeta na njemu, ciljne skupine potrošača, te njihovih motiva i reakcija. U radu se ukazuje na analizu apela oglašavanja te na njihov utjecaj na ponašanje potrošača. Cilj rada je ukazati na ulogu apela u oglašavanju te na podjelu apela da bi se zaključilo koji apel u kojem trenutku upotrijebiti pri oglašavanju, zastrašivanju, iskazivanju ljubavi itd.Appeals in advertising used since the 18th century when the first mass printed newspapers. At the time, producers in advertising emphasize rational benefit of its products (tangible value and quality). The true creative revolution in advertising occurs at the end of the fifties when the tangible value of the product give way to somewhat intangible. Selection of appeal is based on a thorough knowledge of the market and the conditions on it, the target group of consumers and their motivations and reactions. The paper points to the analysis of advertising appeals and their impact on consumer behavior. The aim is to point out the role of appeals in advertising and the distribution of Appeal to conclude that the appeal in time to use for advertising, intimidation, expressing love, etc.