Examples
Humor appeal
- #CleanSeas Break-Up PSA: “It’s not me, it’s you.”
- #CleanSeas Break-Up PSA: Christmas Edition “Home for the Holidays”
- Social Farter: Quit the denial
- Social Nibbler: Quit the denial
- Let’s save Africa! – Gone wrong
- Who Wants To Be A Volunteer?
- 7 Minutes of Climate Change Jokes | Netflix Is A Joke
- Matt Damon Goes On Strike!
- Gay Men Will Marry Your Girlfriends
- Kia Commercial featuring Melissa McCarthy
- First Date – Hyundai Super Bowl 2016 Commercial Kevin Hart
- Home Alone: Macaulay Culkin Google Assistant Parody
- VIRAL AD: Rep. Dan Crenshaw’s Avengers-style political ad
- Michele Fiore for Governor
Anger appeal
- 10 Really Bad Things the Tobacco Industry Has Done to Entice Kids to Start Smoking
- Why tobacco is a racial justice issue
- Making Menthol Black | :30
- Greta Thunberg to world leaders: ‘How dare you? You have stolen my dreams and my childhood’
- Exxon Researched Climate Change in 1977 | FRONTLINE
Fear appeal
- CDC: Tips From Former Smokers – Becky H.: It Goes With Me
- CDC: Tips From Former Smokers – Rebecca C.: Unbelievable
- CDC: Tips From Former Smokers – Terrie H.: “Terrie, What Are You Doing?”
- CDC: Tips From Former Smokers – Amanda B.: Smoking, Family, and Pain
- This Is Your Brain…This Is Your Brain On Drugs – 80s Partnership For A Drug Free America
- The Original Rachael Leigh Cook Brain on Drugs
- 1987 Classic “Brain Frying Pan” + “From You!” Drug PSAs TV Commercial
- Effects From Dip | Smokeless Doesn’t Mean Harmless | The Real Cost
- The Facts About Vapes Are Scary Enough | The Real Cost
- Do Vapes Contain Toxic Metals? | The Real Cost
Hope appeal
- Keep Up | Joe Biden For President 2020
- The Courage to Change | Alexandria Ocasio-Cortez
- UCSF Sends Message of Hope in “It Gets Better” Video
Guilt appeal
- Buy one, Get one killed
- Silent Scream
- First World Problems Anthem
- Polar Bear PSA 60 seconds
- Choked, Strangled, Drowned: The Plastics Crisis Unfolding in U.S. Waters
- POWERFUL VIDEO: Why We Need to Stop Plastic Pollution in Our Oceans FOR GOOD | Oceana
- These Appalling Images Exposed Child Labor in America
Exemplification
- Know the truth | Amy’s Story | Opioids
- Know the truth | Chris’ Story | Opioids
- Know the truth | Kyle’s Story | Opioids
- Know the truth | Joe’s Story | Opioids
- It Gets Better Project
- CDC: Tips From Former Smokers – Sharon A.’s Diagnosed at 37 Story
- CDC: Tips From Former Smokers – Terrie H.: “Terrie, What Are You Doing?”
- Drive On | TrueCar Military
- On Her Way | TrueCar
Efficacy
- Climate Change: It’s Real. It’s Serious. And it’s up to us to Solve it. | National Geographic
- Greta and eight young activists reveal how the climate crisis is shaping their lives | UNICEF
- What you can do about climate change at home (30 sec PSA)
- One in Eight Women – Mammogram PSA – HHC
- What to Expect During Your First Mammogram
- What Should I Know About My Family History of Breast Cancer?
- We Can Prevent ACEs
Narrative
- It Gets Better: Corey Rae, The World’s First Openly Trans Prom Queen
- Ricki’s Family History of Breast Cancer: Being Black with Breast Cancer
- KONY 2012
- Izzie talks a patient out of having an abortion
- Volkswagen: Moments
- Samsung India Service (SVC) – Most Watched Video in 2017 – We’ll take care of you, wherever you are.
- John Lewis Insurance: Tiny Dancer
- JOHN LEWIS “The Man On The Moon”
- Sprout by HP Presents Jane Full Length Commercial
- HomePod — Welcome Home by Spike Jonze — Apple
Rational appeal
- Obama Campaign Ad: Read My Plan
- Colgate Total Diligence TV Commercial 2017
- Colgate Dentist DRTV
- COVID-19 Stats: Vaccinated vs. Unvaccinated
- COVID-19 Vaccines PSA: Safety – Cody 30 seconds
- Great Price | TrueCar
- Crest 3D Whitening Therapy Strips TV Commercial
- Crest Whitening Emulsions Commercial (2021)
- iPhone X Trailer – Apple
- iPhone Xr Official Trailer
- Funny Commercial Ads 2018 – Apple iphone X – Unlocks everything
Social norm
- Why humans are so bad at thinking about climate change
- The Crying Indian – full commercial – Keep America Beautiful
- Asch Conformity Experiment
- ALCOHOL AND OTHER DRUGS
Moral appeal
- Our Best Shot – Vaccine PSA C
- EVMS COVID-19 Vaccine PSA (C)
- COVID-19 Vaccine PSA
- Former Presidents and COVID-19 Vaccine Facts | Ad Council and COVID Collaborative
- Love Has No Labels | Diversity & Inclusion | Ad Council
- Fight For Freedom | Love Has No Labels | Ad Council
- COVID-19 Vaccine PSA
Unintended effects
- NYPD Twitter campaign ‘backfires’ after hashtag hijacked
- Are you beach body ready? Controversial weight loss ad sparks varied reactions
- CDC: Start Talking. Stop HIV.: Never Stop
- CDC: Start Talking. Stop HIV.: Walk the Talk
- Maybe don’t illustrate your stories about lethally hot weather with fun beach pics
YILANG PENG 