Advertising online through Banner Ads are meant to persuade viewers or visitors of the website to adhere or be captured by the product or brand. One of the objectives of persuasion is to change the belief sets of the visitor. In short, that is to change the attitude of the buyer towards the brand.

A banner ad should attract attention to achieve a message push. One way these advertisers do it is by appealing to the emotions of the visitor. Values that are usually attacked are fear, love, pleasure, vanity or the usual we see now on Ensogo.ph or Groupon.com which touches on scarcity of an offer to instil fear. The fear attitude is engaged to entice them to not miss a valuable offer wherein others had already availed of. This becomes an attitude changer for the visitor since he wants to avail of the scarce offer too that is about to end soon. The fear or scare concepts changes the attitude from passive to immediate aggression – be first to avail at all cost.

This technique of creating stimuli, touching on values and emotions, is prevalent in most advertising media. They simply identify values and emotions that are already desirable by nature such as Sex, Affection, Delicious Food etc. that is already associated with the target visitors, naturally as people with the same interests. When this has been established, advertisers exploit these desires by instilling fear of loss, aspiration to be loved, or messages that create urgency to change attitudes, or in greater sense personal lifestyles.

In looking at the objectives of the advertisers – to emotionally persuade or provide information on a product – the website shall just be a medium to push these messages to the visitors of the site. The website owner should have a good profile of the visitors so that the advertisers may find a good niche of viewers to expose the brands. When a match and opportunity is present, then a good content ad online may be as effective as the traditional media channels.