How to attract & influence your audience? [Communication Appeal and NAVARASA in Marketing]

Do you really know your consumers?

Have you identified their needs, demands, and desire?

If NOT, then how are you gonna plan to approach your communication strategy?

Creating a communication strategy and subsequently, a communication appeal for a product or service begins with identifying a reason for people to buy it.

Once you have identified the customer's needs, you will start to use different types of appeal to attract the attention of the consumers and influence their feelings toward your product or service:

🔴Humor Appeal - It makes consumers laugh and create an emotional link with the product. It enhances recollection, evaluation, and the intent to purchase the product.

🔴Sex Appeal - It is the use of sexual or erotic appeal in the communication to draw interest and to help sell a particular product.

🔴Subliminal Appeal - This communication appeal makes use of subliminal messages, which are intended to be perceived subconsciously.

🔴Timely Appeal - It touches on the topics of a timely (topical) nature.

🔴Rational Appeal - Here, more emphasis is placed on providing factual information and specific details about product benefits.

🔴Emotional Appeal - Emotional communication always grabs attention. They are targeted towards the audiences' hearts. The sub-conscious mind evaluates the information consciously.

🔴Fear Appeal - Communication appeal that attempts to create fear to sell products.

🔴Comparative Appeal - Direct comparison between competitive brands on basis of attributes like price, packaging, quality, quantity, etc.

NAVARASA in Marketing

Apart from these appeals, brands use 9 emotions called NAVARASA to nudge the emotional points in the consumers.

Navarasa means Nine Emotions in which Nava signifies nine and Rasa signifies Emotions. The nine emotions in NAVARASA are:

🔴Shringara (Love, Beauty, Erotic)

🔴Hasya (Laughter)

🔴Karuna (Kind-heartedness, Sorrow, or Compassion)

🔴Raudra (Anger)

🔴Veera (Courage or Heroism)

🔴Bhayanaka (Fear or Terror)

🔴Bhibhatsa (Disgust)

🔴Adbutha (Wonder or Surprise)

🔴Shanta (Peace or Tranquility)

Shringara: Shringara means love and beauty. This is the emotion used to represent which appeals to the human mind, that which one finds beautiful, which evokes love.

Hasya: Hasya is the rasa used to express joy or mirth. It can be used to depict simple lightheartedness or riotous laughter and everything in between.

Bhibatsa: Bhibatsa is disgust. The emotion evoked by anything that nauseates us, that revolts, or sickens us is Bhibatsa.

Rowdra: Rowdra is anger and all its forms. The outrage over audacious behavior and disobedience, the fury caused by an offense, the rage evoked by disrespect, and anger over injustice are all forms of Rowdra.

Shanta: Shanta is serenity and peace. It represents the state of calm and unruffled repose that is marked simply by the lack of all other rasas.

Veera: Veera is heroism. It represents bravery and self-confidence. Courage and intrepidity in the face of daunting odds is heroism.

Bhaya: Bhaya is fear. The fear for one's well being and safety is supposed to be the most primitive feeling known to human.

Karuna: Karuna is grief and compassion. The feelings of unspeakable tragedy and despair, utter hopelessness and heartbreak, the sorrow caused by parting with a lover, the anguish caused by the death of a loved one are all Karuna.

Adbhuta: Adbhuta is wonder and curiosity. The awe that one feels when one comes across something divine and supernatural, some power or beauty that is remarkable and never seen or imagined before is Adbhuta.

Start telling your Brand Story, the Navarasa way.

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