Print advertisements are used by marketers to make advertising appeals with an aim of influencing the manner in which consumers or buyers view themselves. This creates a psychological appeal whereby buyers view buying of certain products as beneficial to them. Print advertisements greatly influence the buying decisions of the consumers. The Tripwire Magazine contains car advertisements that capture the attention of the reader and arouses emotions that make them desire to get more about the cars.
The psychological and socials needs of an individual are elicited by an emotional appeal that motivates consumers to make certain purchases (Betonio, 2011). Therefore, advertisers capitalize on the emotional appeal supported with logic in print advertisements to ensure consumers personal and social needs are captured the advertisements influencing the buyers purchase behaviors.
The Samsung 46” digital TV LCD (LIQUID CRYSTAL DISPLAY) display appeared in a TV commercial with an emphasis on product features such as the advanced cooling, longer operation, the high, gloss piano black finish, and the quality display resolution capturing consumers emotions through its emotional appeal. The advertisement used a colorful sculpture to show the commercial grade television and its other distinguishing features.
In conclusion, print advertisements or TV commercials are powerful advertising tools and are aimed at making a psychological appeal to consumers by attracting, holding as well as making them focus their attention on the product arousing an interest to possess it. This creates a positive image to those who purchase the product increasing the need to own one.