The function and material attributes of brand products bring practical utility and satisfaction to consumers, which can help consumers to complete a thing or work. Using this appeal strategy, the content of advertising information focuses on the core of product quality. In the process of using, consumers first consider quality. Around quality, they can also appeal information content to a series of aspects related to brand entity factors such as function, appearance, packaging, convenience of use, after-sales service and service life.

Rivers' USP theory can illustrate this point, and his classic advertising case M & amp； M chocolate advertisement "only in the mouth, not in the hand" successfully tells the uniqueness of the brand. Even in today's serious homogenization of products, as long as we try our best to pursue it, we will still find valuable differences to appeal to. P&G Head & Shoulders brand calls for "dandruff disappears without a trace and hair is more outstanding", which is a classic and can never be surpassed or imitated by others. However, this breakthrough was found by clever advertisers. Chongqing Aoni takes "plants and the essence of plants" as its appeal, making consumers pay attention to Aoni shampoo with natural plant ingredients, and changing consumers' attitude to favor Aoni. Coincidentally, the phrase "dandruff removal doesn't hurt hair" in Fengying shampoo of China Enterprise of Bao Si Group is aimed at competitors, which makes them nervous. Although Ernie and Feng Ying didn't have much advantage in the whole marketing, as an advertising campaign, it's still worth remembering. So from this perspective, USP will never be out of date, as long as it is used correctly, it will be tried and tested. This strategy emphasizes the economic savings brought by buying and using brands. Low prices, discounts, etc. will make consumers reduce their shopping expenses, and price is what consumers are most concerned about. In addition, promises such as free service and training, giving away, not increasing quantity, and dissatisfied refund can also be used as the content of the appeal, because these promises will bring visible and comparable economic benefits.

These contents can often be seen in advertising appeals. Celebrity PDA once attacked BusinessCom, an industry leader, and thought that price was a competitive strategy. Celebrities announced price reduction and advertised price reduction information, which played a good role in publicity and cooperation. On the other hand, when using a brand, because its performance can save consumers more space, such as saving time, electricity and labor. In the advertisement of Xinfei refrigerator, a comparative method is used to compare what to do with 0.4 degrees of electric energy. The result is that 0.4-degree electric energy can only shave half the beard with a razor and blow half the hair with a hair dryer, but how many hours can the new refrigerator work? The power saving here means saving electricity, saving time and effort.

Of course, this strategy will not apply. For example, building a famous brand with price appeal will damage the brand image, especially high-end brands. For low-end brands, it can be widely used. Zhejiang Naisi Company said that "only buy the right ones, not the expensive ones", which made P&G fidgety and forced it to "carve" in marketing. Therefore, the use of brand economic value differences as an appeal strategy should be used with caution for high-end brands, but there is still a lot of room for most general brands (positioned at the middle and low end). As long as it is not frequent and substantial price diving, the appeal of advertising content here should be very tempting and exciting. Culture is an important gene of a brand, which has a strong impetus to marketing. Brands are always associated with people and society. Brand culture advocates ideas, values, pursuits, etc., which transcend any specific material and are in line with social psychology and culture, so it has affinity and is easier to convince and impress people. Advertising appeals to the strategy of brand cultural value difference, with emotion as the core. Psychological process is usually divided into three parts: cognition, emotion and attitude, and emotion greatly affects attitude deviation. Other contents include the audience's self-identity, affection, love, national identity and pride. These factors are the universal emotional and spiritual strength of human beings.

Different from the first two strategies, the difference of brand cultural value is difficult to imitate and surpass, and can be regarded as the core competitiveness of brand advertising communication. By adopting the strategy of value difference in brand use, the quality and function of products will be overtaken due to technological progress and innovation. Even if they are not caught up for a while, product convergence will occur, which will lead to the disappearance of differences. The same economic value difference can easily be imitated and imitated by competitors. However, the cultural value difference is difficult to imitate, which can form a long-term possession of intangible assets. The advertisements of century-old friends Coca-Cola and Pepsi-Cola all appeal to cultural differences and promote brand culture. But their brand culture has not imitated each other for a hundred years, but has its own characteristics. There have been many classic cases of this appeal in the practice of advertising communication, which is always worth learning, learning and summarizing by advertisers. The advertisement of Xizhilang jelly pudding created by Pingcheng advertising company has always been the appeal of family, priceless and unchanged for ten years. Mr. Wu Xiaobo, the general manager of Pingcheng, put forward the "shell theory" in the paper published at the 39th World Advertising Conference, arguing that the core of the shell is the emotion and culture of China consumers, which will remain coherent, unchangeable and ultra-stable.

In the form of advertising appeal, rational appeal and emotional appeal coexist, each with its own advantages. Using the two strategies of poor function and price difference, the form of advertising appeal can be emotional or rational, while the strategy of poor culture mainly considers emotional appeal because it is emotional appeal, but sometimes "playing the pipa" will also have good results. For example, during the period of SARS in 2003, there was a public service advertisement reminding people to overcome SARS with confidence, courage and science. The advertisement listed the "prescription" to prevent SARS.