© 2022, SK Publisher All Rights Reserved 36 | P age ISSN: 2394-3122 (Online) ISSN: 2394-6253 (Print) Impact Factor: 6.03 Volume 9, Issue 3, March 2022 SK International Journal of Multidisciplinary Research Hub Journal for all Subjects e-ISJN: A4372-3088 p-ISJN: A4372-3089 Research Article / Survey Paper / Case Study Published By: SK Publisher (www.skpublisher.com) Analysing the Influence of Advertisement on Consumer Buying Behaviour in Retail Sector Dr. Tarun Singh Gangwar Associate Professor, Business Management, Department of Applied Science and Humanities, Dr.Ram Manohar Lohia Awadh University, Ayodhya, India Abstract: Organizations today use various appeals in their advertising practices in order to influence consumers’ attitudes and further their intention to purchase a certain product or a service. Mainly, we divide advertising appeals into rational and emotional appeals. However, there are various other appeals that enhance an advertisement and make it a lot more attractive. It is known that there is no particular pattern to be followed in order to inculcate appeals in advertisements; this study thus aims at exploring the impact of rational and emotional appeal on individuals and their purchase behavior. Using a focused approach, the research generated certain results when it came to the population and how these appeals affect a particular gender. It was indicated that, for women, the emotional appeal and message in the advertisement had a stronger impact while for men, the rational appeal attracted their purchase intention. Thus, it can be implied that the product, its purpose and target group are all interdependent and thus can influence the advertiser to choose the right type of an appeal accordingly. One can also use a combination of various appeals in order to effectively influence the target market into purchasing a certain product or service. Keywords: Advertising, Advertising appeals, Rational Appeal, Emotional Appeal, Consumer Behavior, Purchase Intention. I. INTRODUCTION Definitions of Advertising:  William J. Stanton defines advertising as ―advertising consists of all the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-for message about a product or organization." (Stanton, 2002)  American Marketing Association (AMA) defines advertising, as "advertising is any paid form of non- personal presentation and promotion of ideas, goods and services by an identified sponsor". New or old advertising is crucial for every business. From raising awareness about a product or service to building a brand positioning for the product or service, advertising is the very essence of marketing. A form of communication that informs, remind and persuades customers of the qualities of products and services. This impersonal form of promotion promises creation of demand and retention of the market. Along the years, I’ve gained keen interest in various concepts of advertising. Advertising appeals are one of the most influential strategies in marketing. On a daily basis, we come across several kinds of appeals through our network, exposure to social media, television etc. The extent of influence of such appeals on consumer purchase behavior is however debatable. Considering the growth in use of these appeals in today’s world, I had an inclination towards choosing this topic making me ponder upon the actual impact of these appeals on consumer purchase intentions. Advertising Appeals refer to