TY - JOUR AU - Alok Kumar, AU - Pramod Pathak, PY - 2020/04/07 Y2 - 2024/03/29 TI - THE TRANSMUTATION IN ADVERTISING APPEALS: A THEORETICAL PERSPECTIVE WITH INDIA-CENTRIC CASES JF - Management Insight JA - MI VL - 9 IS - 2 SE - Articles DO - UR - https://journals.smsvaranasi.com/index.php/managementinsight/article/view/465 SP - 51-71 AB - Appeal in Oxford Dictionary means to make a serious, urgent, or heartfelt request or try to persuade someone to dosomething by calling on (a particular principle or quality) or to be attractive or interesting. Appeals have managed tobecome an integral part of the Indian advertising in the recent past. The effect has been further accentuated by the influxof technology in young minds and the growing literacy amongst individuals, both males and females. The expansion ofthe working class in the typical "Indian middle class" and the net increase in the disposable income somewhere havehelped advertising to grow in the country with one of the best creative minds at work. Ads need to be appealing to assureone of its root meanings. The current study is a small attempt at identifying how the 'appeal' saga has influenced us in therecent past. The study actually tries to explore the intricacies of the psychology persisting behind applying the advertisingappeals to communicate about products and services and how these appeals have transmuted over time-scale. To exemplifyand illustrate the same, few Indian cases have been taken whose appeals have changed over a certain time-frame. Thischange represents the changing Indian society, its environment, its economic scenario and the way they look at the world. ER -