1. Advertising Design: Theoretical Frameworks and Types of Appeals
Chapter 6

2. Adweek Media and Harris Interactive Survey
Ads somewhat or very interesting (55%)
Ads not interesting at all (12%)
Ads very influential in purchase decisions (6%)
Nearly half of year-olds influenced by advertising
37% of year-olds influenced by advertising
28% of individuals 45+ influenced by advertising
Adweek Media and Harris Interactive conducted a survey of consumers about their attitudes toward advertising. 55% said ads were somewhat or very interesting compared to only 12% who said advertising was not interesting at all. About 6% said ads were very influential in the purchase decisions they made and 29% said ads were somewhat influential in purchase decisions. About half of the survey respondents in the 18 to 34 year-old age bracket were influenced by advertising. The percentage dropped to 37% for individuals 35 to 44 and 28% for individuals 45 and older.

3. Chapter Overview Advertising design Advertising appeals
Hierarchy of effects model
Means-end theory
Advertising appeals

4. Creative Brief The objective The target audience The message theme
Review:
The objective
The target audience
The message theme
The support
The constraints

5. Hierarchy of Effects Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
“Attitudes” From Ch. 3
HEM
This model shows the relationship between the hierarchy of effects model and attitude sequence formation.

6. Means-End Chain Product attributes Consumer benefits Leverage points
Personal values
Executional framework

7. Personal Values Comfortable life Equality Excitement Freedom Happiness
Inner peace
Mature love
Pleasure
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom
Personal values vary by culture, age, need for survival, etc.

8. Means-End Theory Means-end chain
Message (means) lead to end state (personal values)
Means-End Conceptualization of Components of Advertising Strategy (MECCAS)
Six elements
Product attributes
Consumer benefits
Leverage points
Taglines
Personal values
Executional framework
The second theory that it is important to consider is means-end theory. The basic concept is that a means, the message, leads to an end-state, or personal value. The actual name of the theory is “Means-End Conceptualization of Components of Advertising Strategy”, or MECCAS. The model suggests six elements that are critical to ad design. Product attributes lead to consumer benefits. The leverage point connects that benefit to the personal value. Taglines are used to make an important and memorable point about the product. The executional framework is presented in Chapter 7 and provides the foundation for the ad.

9. Leverage Points Moves consumer from benefits to personal value
Links attributes – benefits – personal values
Associated with attitude change
Ads need powerful leverage points
Leverage points are important. They move consumers from the benefits to the personal values. It links attributes to benefits to personal values. The leverage point should be associated with some component of attitude change. To be effective, ads need powerful leverage points. The leverage point can be a visual, part of a visual, a headline, a tagline or even copy in the ad. Most creatives spend considerable time thinking about and creating a good leverage point.

10. Means-End Chain Executional Framework Product Attributes Leverage
Consumer
Benefits
Leverage
Point
Personal
Values
Executional Framework
In designing an ad, a creative will begin with product attributes. The question that is asked, is what benefits do those attributes provide to consumers, because consumers do not purchase attributes, they purchase benefits. Women buy cosmetics for how it makes them look, not for the ingredients that are in them. Using a leverage point and an execution design, creatives take those benefits and show how they can fulfill a consumer’s personal values. While it looks simple, it is not. The magic is the creation of the leverage point and executional framework that will connect benefits to personal values.

11. Means-End Chain for Milk
Attributes
Benefits
Personal Values
Low Fat
Healthy
Self Respect
Wisdom
Calcium
Healthy Bones
Comfortable Life
Ingredients
Good Taste
Pleasure
Happiness
Vitamins
Enhanced sexual
Excitement
ability
Fun
This figure illustrates a means-end chain for milk. An attribute in milk, low fat, can provide the benefit of health. The personal values consumers receive from good health are self-respect and wisdom. Another attribute, calcium, provides the benefit of healthy bones, which in turn leads to a comfortable life and shows wisdom on the part of the consumer. The key to a means-end chain is looking at the benefits each attribute generates then connecting those benefits to various personal values.
F ig 6 . 3

12. Advertising Appeals
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity

13. Fear Appeal Fear increases interest and is remembered
Severity and vulnerability
Severity – level of consequence
Vulnerability – probability of event occurring
Actions controlled by response costs
Fear appeals are common and are used for products ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of consequence that will occur and vulnerability is the probability of the event happening. Response efficacy is the likelihood that a change in behavior or actions will result in a desirable positive consequence. Intrinsic reward is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response cost is the cost or sacrifice the person will need to make to obtain the reward. Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to stop an undesirable behavior. All of these factors influence the effectiveness of an ad using a fear appeal.

14. Humor Appeal Used in 30% of ads. Excellent in capturing attention.
Score high in recall tests.
Should be related directly to customer benefit.

15. Sex Appeal Subliminal techniques Nudity or partial nudity
Sexual suggestiveness
Overt sexuality
Sensuality

16. Sex Appeal Breaks through clutter Use has increased
Not as effective as in the past
Advertisers shifting to more subtle sexual cues.

17. Sex Appeal Nudity or Partial Nudity
Used for wide variety of products
Attracts attention
Not always designed to solicit sexual response
Underwear commercials
Decorative models
“Booth bunnies”

18. Sensuality Approaches
Women respond more favorably
More sophisticated
Relies on imagination
Images of romance and love can be enticing
The sensuality approach conveys sex, but in a loving, romantic way. Women respond more favorably to a sensuous approach. It is viewed as more sophisticated and relies on a person’s imagination. Because it relies on imagination, the viewer can put their own positive spin on what they think will occur. Images of romance and love can be more enticing to viewers of an ad than raw sexuality.

19. Are Sex Appeals Effective?
Research Results:
Sex and nudity do increase attention.
Rated as being more interesting.
Often leads to strong feelings about the ad.
Brand recall is lower.
Often interferes with message comprehension.
May impact feelings toward the brand

20. Disadvantages of Sex Appeals
Less influence today
Reduces brand recall
Affects comprehension
Creates dissatisfaction with one’s body
Stereotyping

21. Sex Appeals in International Advertising
Varies across countries
Determined by religion, culture, and values
Moslem countries
Middle eastern countries
European countries
France
United States
Chile
What is deemed appropriate varies across countries. It is determined by the religion, culture, and values of each region. For most Muslim and Middle Eastern countries, sex and gender issues are taboo subjects. Sexual appeals are not used in advertising. In fact, visuals of males and females showing affection are not appropriate. In Europe views of sexual appeals are very similar to the United States. In France, advertising can feature seminude and nude models if they can be justified in terms of some type of relationship with the product. In Chile, an ad campaign using nude models was used by the Chile Dairy Federation. Adults fought the campaign saying it would corrupt teenagers and children. As sex becomes more common throughout the world, the acceptance of sexual images in advertising is becoming more accepted.

22. Music Appeal Has intrusive value Gains attention
Increases retention of visual information
Can increase persuasiveness

23. Rational Appeal Based on hierarchy of effects model.
Used by business-to-business advertisers.
Well-suited for
Print media
Complex products
High involvement products

24. Emotional Appeal Based on three ideas:
Consumers ignore most ads
Rational ads go unnoticed
Emotional ads can capture attention
Key to developing brand loyalty.
Effie Awards – humor and emotions.
Use in b-to-b advertising increasing.
Works well when tied to other appeals.

25. Scarcity Appeal Based on
Limited supply
Limited time to purchase
Tied with promotional tools such as contests, sweepstakes, and coupons.
Encourage customers to take action.