A Study on Most Popular Emotional Appeals used in Television Commercials of FMCG Sector

Abstract

Indian Television is playing a pivotal role in creating awareness about the variety of products available in the market. TV Commercials are one of the major sources which persuade and remind the viewers about the products and attract the consumers to buy the specific brand. Keeping this fact in mind, this study has majorly focused on the TV Commercials of FMCG sectors and different emotional appeals used in the different categories of the products. It has been observed that in Food & Beverages, Household care products and in Personal Care product’s advertisements are mostly using Humour, Amazement and Love & Affection appeal respectively.

Keywords: Advertising appeals, Emotional appeals, TV Commercials and FMCG Sector