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 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 Product Attributes Consumer Benefits Leverage Point Personal Value 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 H7VsywKvw H7VsywKvw HBOdrNyc&NR=1 HBOdrNyc&NR=1 EjJfjNu44 EjJfjNu44

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 overexposure to the sun.

Humor Appeal

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.

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

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 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. u What role will music play? u Will a familiar song be used or new song created? u What emotional feeling should song solicit? u 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

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.