7/31/2019 6 Advtg Appeals

1/17

7-1

Advertising design.

Hierarchy of Effects Model

Means-End Theory

Visual and Verbal Imaging

Advertising appeals.

Advertising Design:

Theoretical Frameworks and

Types of Appeals

7

7/31/2019 6 Advtg Appeals

2/17

7-2

The objective.

The target audience.

The message theme

The support.

The constraints.

F I G U R E 7 . 1

Creative Brief

7/31/2019 6 Advtg Appeals

3/17

7-3

Hierarchy of Effects Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Affective

Conative

7/31/2019 6 Advtg Appeals

4/17

7-4

Means-End Chain

Product

Attributes

Consumer

Benefits

LeveragePoint

Personal

Value

Executional Framework

7/31/2019 6 Advtg Appeals

5/17

7-5

Comfortable life

Equality

Excitement

Freedom

Fun, exciting life

Happiness

Inner peace

Mature love

Personal accomplishment

Pleasure

Salvation

Security

Self-fulfillment

Self-respect

Sense of belonging

Social acceptance

Wisdom

F I G U R E 7 . 2

Personal Values

7/31/2019 6 Advtg Appeals

6/17

7-6

Attributes Benefits Personal Values

Low fat Healthy Self-respect

WisdomCalcium Healthy bones Comfortable life

Wisdom

Ingredients Good taste Pleasure

HappinessVitamins Enhanced

sexual ability

Excitement

Fun

Pleasure

F I G U R E 7 . 3

Means End Chain for Milk

7/31/2019 6 Advtg Appeals

7/17

7-7

7/31/2019 6 Advtg Appeals

8/17

7-8

Verbal and Visual Elements

Central vs Peripheral

route processing

Visual processing

Easier to recall

Stored both as pictures and

words

Concrete vs abstract

Radio visual imagery

7/31/2019 6 Advtg Appeals

9/17

7-9

Advertising Appeals

Fear

Humor

Sex

Music

Rationality Emotions

Scarcity

7/31/2019 6 Advtg Appeals

10/17

7-10

Humor Appeal

Used in 30% of all advertisements.

Excellent at capturing attention.

Score high in recall tests.

Should be related directly to

customer benefit.

7/31/2019 6 Advtg Appeals

11/17

7-11

Are Sex Appeals Effective?

Discussion Slide

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

7/31/2019 6 Advtg Appeals

12/17

7-12

Music Appeals

Has intrusive value.

Gains attention and increases the retention of visualinformation.

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:

7/31/2019 6 Advtg Appeals

13/17

7-13

Rational Appeals

Based on ELM and Hierarchy of Effects

model. Print media is well-suited for rational

appeals.

Used by business-to-business advertisers.

Well-suited for complex and highinvolvement products.

7/31/2019 6 Advtg Appeals

14/17

7-14

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 brandloyalty.

Uses peripheral processing route. B-to-B advertisements using more emotional

appeals.

Works well when tied with other appeals.

7/31/2019 6 Advtg Appeals

15/17

7-15

TrustReliability

Friendship

Happiness

Security

Glamour/luxurySerenity

Anger

Protecting loved ones

Romance

Passion

Family Bonds

* with parents

*with siblings

* with children

*with extended family members

F I G U R E 7 . 9

Emotions Used in Advertisements

7/31/2019 6 Advtg Appeals

16/17

7-16

This ad by iparty.com

reminds viewers of the

fickle nature of children.

Emotional

Appeal

7/31/2019 6 Advtg Appeals

17/17

7-17

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.