What is the Romance Appeal?

The Romance Appeal  is one of roughly twenty advertising strategies that marketing professionals use to persuade people to buy a product, pay for a service, donate to a cause, or otherwise be persuaded. The Romance Appeal, while similar in nature to the Sex Appeal, specifically focuses on relationships between two people (as opposed specifically to physical or sexual characteristics), suggesting that the purchase or use of a product or service will, even in some small way, enhance the romance and relationship of the couple portrayed.

When Should I Use the Romance Appeal?

The Romance Appeal is especially effective if the product or service you are advertising had a direct correlation with perceived attractiveness or attractive qualities (like intelligence, aptitude, kindness, health, and so forth). If your product has the potential to make a person like another person more if they use it, in particular a person they may be romantically interested in, then the Romance Appeal can be an effective approach.

How Do I Apply the Romance Appeal in Advertising?

The Romance Appeal works best when you show a relationship between two people and, in particular, showing their relationship improve (even if in some small way) when they use your product or service. It’s especially effective when using the Romance Appeal if there is a perceived weakness (even if minor) in a couple’s relationship prior to using the product or service and a perceived boost in the relationship occurs after its use.

Examples of Romance Appeals in Action