What is the Adventure Appeal?
The adventure appeal is one of roughly twenty advertising strategies marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. The Adventure Appeal seeks to appeal to consumers’ appetite for adventure, excitement, danger, thrills, or related topics.
When Should I Use the Adventure Appeal?
The Adventure Appeal is especially effective when your target audience may have a desire for adventure or thrill-seeking. You can learn if your audience has this desire through focus group testing, interviews, questionnaires, or by just generally understanding your target audience. The Adventure Appeal is often used as an advertising tactic when trying to reach younger audiences, athletic people, travelers, or people who generally wish their lives were more exciting than it currently is.
How Do I Apply the Adventure Appeal to Advertising?
When creating advertisements and visual communications focused at persuading audiences through the Adventure Appeal, use images, icons, and phrasing that appeals to a person’s sense of adventure. Consider things like dangerous mountain imagery, uncharted or treacherous terrain, extreme sports, and related topics. Use vernacular (language and word choice) that is appropriate for people who epitomize adventurous lifestyles.
Examples of Adventure Appeals in Action