1. Advertising Design Theoretical Frameworks and Types of Appeal
Chapter 7 with Duane Weaver

2. OUTLINE Silence is Golden Creative Brief Advertising Theory
Types of Advertising Appeals

3. SILENCE IS GOLDEN Using white space in Print
Using white space in Radio
Using white space in TV

4. Creative Brief - revisited
Objectives
Target Audience
Message Theme
Support
Constraints

5. Advertising Theory Hierarchy of Effects Model Means-End Theory
Six steps of persuasion:
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Means-End Theory
MECCAS = means end conceptualization of Components for Advertising Strategy
Products Attributes
Consumer Benefits
Leverage Points
Personal Values
Executional Framework

6. Advertising Theory Verbal vs. Visual Element of an Ad
Verbal = greater emphasis on words – central ELM route
Visual = stored both as pics and words in brain…this dual processing increases recall

7. Types of Advertising Appeals
Fear
Humour
Sex
Music
Rationality
Emotions
Scarcity
Examples from memory? Write one down.

8. THANKS!