Advertising Design: Theoretical

Frameworks and Types of Appeals

Chapter 6

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 18-34 year-olds influenced

by advertising• 37% of 35-44 year-olds influenced by

advertising• 28% of individuals 45+ influenced by

advertising

Chapter Overview

• Advertising design Hierarchy of effects

model Means-end theory

• Advertising appeals

Creative Brief

• The objective• The target

audience• The message

theme• The support• The constraints

Review:

Hierarchy of Effects Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Affective

Conative

“Attitudes” From Ch. 3

HEM

Means-End Chain

• Product attributes• Consumer benefits• Leverage points• Personal values• Executional

framework

Personal Values

• Comfortable life• Equality• Excitement• Freedom• Happiness• Inner peace• Mature love

• Pleasure• Security• Self-fulfillment• Self-respect• Sense of

belonging• Social

acceptance• WisdomPersonal values vary by culture, age, need for survival, etc.

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

Leverage Points

• Moves consumer from benefits to personal value

• Links attributes – benefits – personal values

• Associated with attitude change• Ads need powerful leverage

points

Means-End Chain

ProductAttributes

ConsumerBenefits

LeveragePoint

PersonalValues

Executional Framework

F ig 6 . 3

Means-End Chain for Milk

Attributes

Low Fat

Calcium

Ingredients

Vitamins

Benefits

Healthy

Healthy Bones

Good Taste

Enhanced sexual ability

Personal

Values

Self RespectWisdom

Comfortable Life

WisdomPleasure

HappinessExcitement

FunPleasure

Advertising Appeals

• Fear• Humor• Sex• Music• Rationalit

y• Emotions• Scarcity

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

• Used in 30% of ads.• Excellent in capturing

attention.• Score high in recall tests.• Should be related directly to

customer benefit.

Humor Appeal

• Subliminal techniques

• Nudity or partial nudity

• Sexual suggestiveness

• Overt sexuality• Sensuality

Sex Appeal

Sex Appeal

• Breaks through clutter• Use has increased• Not as effective as in the

past• Advertisers shifting to

more subtle sexual cues.

Sex AppealNudity or Partial Nudity

• Used for wide variety of products

• Attracts attention• Not always designed to solicit

sexual response Underwear commercials

• Decorative models “Booth bunnies”

Sensuality Approaches

• Women respond more favorably

• More sophisticated• Relies on imagination• Images of romance and love

can be enticing

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

Disadvantages of Sex Appeals

• Less influence today• Reduces brand recall• Affects comprehension• Creates dissatisfaction

with one’s body• Stereotyping

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

• Has intrusive value• Gains attention• Increases retention of visual

information• Can increase persuasiveness

Music Appeal

• Based on hierarchy of effects model.

• Used by business-to-business advertisers.

• Well-suited for Print media Complex products High involvement products

Rational 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.

Emotional Appeal

• Based on Limited supply Limited time to purchase

• Tied with promotional tools such as contests, sweepstakes, and coupons.

• Encourage customers to take action.

Scarcity Appeal