What type of appeal is highlighted in a campaign that emphasizes luxury and exclusivity?

The appeal highlighted in a campaign that emphasizes luxury and exclusivity is known as an Appeal to Prestige. This type of appeal seeks to associate a product or service with a sense of high status and sophistication, suggesting that ownership or use of the item is a marker of social standing. By presenting the product as exclusive and desirable, it targets consumers who aspire to elevate their status or align themselves with a certain lifestyle.

For instance, luxury brands often utilize celebrity endorsements, elaborate marketing strategies, or distinctive branding to reinforce their image of prestige. This not only attracts affluent customers but also evokes a strong desire among consumers who may wish to differentiate themselves from others by owning something perceived as elite. The focus on prestige is particularly persuasive in contexts where consumers are motivated by social comparison or the desire for recognition from their peers.