What is the Bandwagon Appeal?
The bandwagon appeal is one of roughly twenty advertising appeals that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. The Bandwagon Appeal attempts to persuade people by making them feel that a product or idea is popular and that everyone else is doing it. The idea of the Bandwagon Appeal is to make people feel like they’re missing out or falling behind if they don’t join the crowd and be a part of the trend.
When Should I Use the Bandwagon Appeal?
The Bandwagon Appeal is especially effective when your target audience desires to be popular, to be a part of a group, to feel included, or to generally feel cool. It’s also a good approach when your target audience may not be good at making decisions or they’re nervous to try something new. The Bandwagon appeal is effective in the following situations:
- when there is an emerging trend in society (say, for example, eating organic food);
- something is increasing in notoriety (like, say, when the Clemson Tigers won the college football national championship);
- it’s hard for your audience to know which product is best;
- a product or service is relatively new or unfamiliar;
- or you know that your target audience is looking to find a product, service, or idea that they can belong to.
The Bandwagon Appeal can be broadly applied for a wide range of ages, backgrounds, and preferences.
How Do I Apply the Bandwagon Appeal in Advertising?
When creating advertisements and visual communications focused on persuading audiences through the Bandwagon Appeal, use imagery and phrasing that suggests a large number of people are already using the product or service you are advertising. The goal is to make your audience feel that if they were to purchase your product or service, they would be joining a large group of people that already do so.