Published Paper Details:

Advertising (or advertizing) is a form of marketing communication used to persuade an audience to take or continue some action, usually with respect to a commercial offering, or political or ideological support. Advertising appeal gives a reason to buy a product. An advertising campaign may have one or more advertising appeal. One appeal can be used and it can have sub themes in themes in an advertising campaign. This paper examines the content analysis of present day advertisements. The objectives of the study were to study the different kinds of advertising appeals in the Services/Products and to know the most frequently used advertising appeals for the selected services/products in news paper advertisements. The researcher has collected the data during 1/8/2012 to 5/02/2014 through content analysis. A total of 124 advertisements were gathered from the news paper. A code sheet was developed to record the information. A simple percentage method was used to analyze the data. It has been found that Feature appeal is the most frequently preferred advertising appeal in the news paper advertisements for Services/products. So the Rational advertising appeals are the most frequently preferred advertising appeals in the news paper advertisements for services/products.