advertising design: theoretical frameworks and appeals
TRANSCRIPT
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Advertising Design:
Theoretical Frameworks and Appeals
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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. 6.13
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)
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Means-End Chain Theory
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValue
Executional Framework
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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.
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Hierarchy of Effects Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
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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 http://www.youtube.com/watch?v=_U
H7VsywKvw
http://www.youtube.com/watch?v=e89HBOdrNyc&NR=1
http://www.youtube.com/watch?v=pWEjJfjNu44
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Evaluate this advertisement in terms of:
1. Use of white space.
2. Visual versus verbal content.
Discussion Slide
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Advertising Appeals
Fear Humor Sex Music Rationality Emotions Scarcity
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Fear Appeal
This ad reminds people of the dangers of overexposureto the sun.
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Humor Appeal
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Humor Appeal
http://www.exterminating.com
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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.http://www.youtube.com/watch?v=ALMGfaLhQ_Y&NR=1
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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: http://www.youtube.com/watch?v=jl9Nvg4yuus
Link to the Campaign: ($30,000) in cash prizes are up for grabs.
http://www.wiredinsider.com/repomen/
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Discussion Question:
Question 3 – p.171
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Sex Appeal
Subliminal techniques Nudity or partial nudity Sexual suggestiveness
Gay and lesbian themes Encourages use of imagination Requires greater mental processing http://www.youtube.com/watch?v=SkYQ0x1lENs
Overt sexuality Sensuality
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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?
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Music Appeals
Has intrusive value. Gains attention and increases the retention of visual
information. 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:
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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.
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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.
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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 http://www.youtube.com/watch?v=wgR92otjoUk http://www.youtube.com/watch?v=7wt5FiZQrgM
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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.