• Rajeswari . S.P
• Prof. Noor Afza

Abstract Advertisement is one of the common tactics of marketing strategy. As an excellent advertisement, it can not only make people pleasing, but also persuade consumers to buy. . Internet plays a vital role in promoting the products or services throughout the worldwide. Marketer can advertise their products and services in the form of video. Nowadays, YouTube has become a common platform for advertisement. Advertising appeal is the main central message in the advertising message. It arouses the desires and addresses the human need that can be satisfied by the product which is advertised. Appeal is the underlying content in the advertising. Advertising appeal and execution are usually interdependent but advertising appeal can be used in all types of media but the execution style is different for different type of media. The objectives of the study are  To make an attempt to perform a content analysis of YouTube advertisement and to study the different kinds of advertising appeals for selected products.  To study the most effective advertising appeals for selected products in YouTube advertisement. The data is collected through a qualitative technique ie Content analysis. Researcher has collected the 300 selected products advertisements during 01/01/2017 to 01/011/2017 from YouTube. A simple percentage method was used to analyze the data and to test the hypothesis. It has been found that Feature appeal is the most frequently preferred advertising appeal in the YouTube advertisements for the selected products. So the Rational advertising appeal is the most frequently preferred advertising appeals in the YouTube media for the selected products.

Key words: Advertising appeals, Rational Appeal, Feature Appeal, YouTube, Content analysis and advertisements

"The effect of advertising appeals in YouTube advertisement ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 12, page no.1156-1161, December-2017, Available :http://www.jetir.org/papers/JETIR1712162.pdf

"The effect of advertising appeals in YouTube advertisement ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 12, page no. pp1156-1161, December-2017, Available at : http://www.jetir.org/papers/JETIR1712162.pdf