1. C OMMUNICATION D ESIGN I

2. P ERSONAL V ALUES  Comfortable life  Equality  Excitement  Freedom  Fun, exciting life  Happiness  Inner peace  Mature love  Personal accomplishment Connect with buyer values!

3. A PPEALS USED IN A DVERTISING Fear Humor Sex Music Rationality Emotions Scarcity

4. F EAR A PPEAL Fear appeals are used because they work Fear increases both the viewer’s interest in an advertisement and the persuasiveness of that ad.

5. H UMOR A PPEAL Used in 30% of all ads. Should be related directly to customer benefit.

6. H UMOR A PPEALS Capture attention Hold attention Often win creative awards High recall scores Consumers enjoy funny ads Evaluated as likeable ads

7. S EX A PPEAL Breaks through clutter Use has increased Not as effective as in the past Advertisers shifting to more subtle sexual cues.

8. S EX A PPEAL A PPROACHES Subliminal techniques Sensuality Sexual suggestiveness Nudity or partial nudity Overt sexuality

9. S EX A PPEAL – S UBLIMINAL A PPROACH Sex cues or icons placed in ads Goal is to affect subconscious Not effective Ad clutter requires stronger ads to get attention

10. S EX A PPEAL – S ENSUALITY A PPROACH Women respond to sensuality approach Viewed as more sophisticated Relies on imagination Requires greater mental processing Can be more enticing than raw sexuality

11. S EX A PPEAL - S UGGESTIVENESS Suggests sexual themes or nudity Clairol “Yes, yes, yes” campaign Encourages use of imagination Requires greater mental processing

12. S EX A PPEAL – N UDITY OR P ARTIAL N UDITY Used for wide variety of products Attract attention Not always designed to solicit sexual response Underwear commercials Decorative models

13. S EX A PPEALS IN I NTERNATIONAL A DVERTISING Varies across countries Determined by religions, culture, and value systems

14. D ISADVANTAGES OF S EX A PPEALS Less influence today Reduces brand recall Affects comprehension Creates dissatisfaction with one’s body Females Males Stereotyping of females

15. M USIC A PPEALS Has intrusive value. Gains attention and increases the retention of visual information. Can increase persuasiveness of an advertisement

16. M USIC A PPEALS 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?

17. R ATIONAL A PPEALS Print media is well suited for rational appeals. Used by business-to-business advertisers. Well suited for complex and high involvement products.

18. E MOTIONAL A PPEALS Based on three ideas: Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention Creatives believe emotional appeals are the key to developing brand loyalty.

19. E MOTIONS USED IN A DVERTISING Trust Reliability Friendship Happiness Security Glamour/luxury Serenity Anger Protecting loved ones Romance Passion Family Bonds

20. S CARCITY A PPEALS 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.

21. S TRUCTURE OF AN A DVERTISEMENT Headline Subheadline Promise of a benefit Amplification Proof of claim Action to take

22. Q UESTIONS ?