Advertising Design:

Theoretical Frameworks and Appeals

Structure of an Advertisement Headline

Short, simple, limited number of words Sub-headline (not always present)

Supports headline, somewhat of a follow-up to headline, example – page168, fig. 6.13

Amplification Major selling idea of the advertisement

Proof of claim Approvals, warranties, testimonies, supports unique

selling claim Action to take

Encouragement to take action, or an enticement that will cause some sort of action (ie, free gas card if you test drive a car)

Means-End Chain Theory

ProductAttributes

ConsumerBenefits

LeveragePoint

PersonalValue

Executional Framework

Importance of the Leverage Point

The feature of the ad that leads the viewer to transform the advertising message into a personal value.

To be effective, it must build a pathway that connects a products benefits with the potential buyer’s value system.

Hierarchy of Effects Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Affective

Conative

Verbal and Visual Elements

Visual processing often leads to more

favourable attitudes towards the ad and the brand

Easier to recall Stored both as

pictures and words Concrete vs abstract

Visual Esperanto http://www.youtube.com/watch?v=_U

H7VsywKvw

http://www.youtube.com/watch?v=e89HBOdrNyc&NR=1

http://www.youtube.com/watch?v=pWEjJfjNu44

Evaluate this advertisement in terms of:

1. Use of white space.

2. Visual versus verbal content.

Discussion Slide

Advertising Appeals

Fear Humor Sex Music Rationality Emotions Scarcity

Fear Appeal

This ad reminds people of the dangers of overexposureto the sun.

Humor Appeal

Humor Appeal

http://www.exterminating.com

Humor Appeal

Used in 30% of all advertisements. Excellent at capturing attention. Score high in recall tests. Should be related directly to customer

benefit. Used often with other types of appeals – e.g.http://www.youtube.com/watch?v=ALMGfaLhQ_Y&NR=1

What’s Happening?

This is a neat guerrilla/Viral Marketing Campaign being put on by Universal for their new film "Repo Men" - Cool Stuff

Trailer for the Movie: http://www.youtube.com/watch?v=jl9Nvg4yuus

Link to the Campaign: ($30,000) in cash prizes are up for grabs.

http://www.wiredinsider.com/repomen/

Discussion Question:

Question 3 – p.171

Sex Appeal

Subliminal techniques Nudity or partial nudity Sexual suggestiveness

Gay and lesbian themes Encourages use of imagination Requires greater mental processing http://www.youtube.com/watch?v=SkYQ0x1lENs

Overt sexuality Sensuality

Are Sex Appeals Effective?

Research Results:

Sex and nudity do increase attention.Rated as being more interesting.Often leads to strong feelings about the advertisement.Brand recall is lower.Often interferes with message comprehension

What about the issue of decorative models?

Does sexually-oriented advertising perpetuate dissatisfaction with one’s body?

Music Appeals

Has intrusive value. Gains attention and increases the retention of visual

information. Can increase persuasiveness of an advertisement.

What role will music play? Will a familiar song be used or new song created? What emotional feeling should song solicit? How does the music fit with the message of the ad?

Design Questions:

Songs Most Likely to Get Stuck in Your Head

1) “Who Let the Dogs Out?”

2) “We Will Rock You”

3) “YMCA”

4) “Whoomp! There It Is”

5) “The Lion Sleeps Tonight”

6) “It’s a Small World After All”

7) “Macarena (Bayside Boys Mix)”

“10 Songs Most Likely to Get Stuck in Your Head,” Advertising Age, Vol. 75, No. 21 (December 20, 2004), p. 12.

Rational Appeals

Based on the Hierarchy of Effects model. Print media is well-suited for rational appeals.

Allows for further interpretation and processing of the components of attitude

Used by business-to-business advertisers. Well-suited for complex and high involvement

products.

Emotional Appeals

Based on three ideas: Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention.

Viewed by creatives as key to developing brand loyalty. Works well when tied with other appeals (i,e, Music). Figure 6.12 on page 166 illustrates emotions used in

ads http://www.youtube.com/watch?v=wgR92otjoUk http://www.youtube.com/watch?v=7wt5FiZQrgM

Scarcity Appeals

Based on limited supply. Based on limited time to purchase. Often tied with promotion tools such as

contests, sweepstakes and coupons. Encourages customers to take action.