c ommunication d esign i. p ersonal v alues comfortable life equality excitement freedom fun,...
TRANSCRIPT
PERSONAL VALUES
Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment
Connect with buyer values!
FEAR APPEAL
Fear appeals are used because they work
Fear increases both the viewer’s interest in an advertisement and the persuasiveness of that ad.
HUMOR APPEALS Capture attention Hold attention Often win creative awards High recall scores Consumers enjoy funny ads Evaluated as likeable ads
SEX APPEAL Breaks through clutter Use has increased Not as effective as in the past Advertisers shifting to more subtle sexual
cues.
SEX APPEAL APPROACHES
Subliminal techniques Sensuality Sexual suggestiveness Nudity or partial nudity Overt sexuality
SEX APPEAL – SUBLIMINAL APPROACH Sex cues or icons placed in ads Goal is to affect subconscious Not effective Ad clutter requires stronger ads to get
attention
SEX APPEAL – SENSUALITY APPROACH Women respond to sensuality approach Viewed as more sophisticated Relies on imagination
Requires greater mental processing Can be more enticing than raw sexuality
SEX APPEAL - SUGGESTIVENESS Suggests sexual themes or nudity Clairol “Yes, yes, yes” campaign Encourages use of imagination
Requires greater mental processing
SEX APPEAL – NUDITY OR PARTIAL NUDITY Used for wide variety of products Attract attention Not always designed to solicit sexual
response Underwear commercials
Decorative models
SEX APPEALS IN INTERNATIONAL ADVERTISING
Varies across countries Determined by religions, culture, and value
systems
DISADVANTAGES OF SEX APPEALS
Less influence today Reduces brand recall Affects comprehension Creates dissatisfaction with one’s body
Females Males
Stereotyping of females
MUSIC APPEALS Has intrusive value. Gains attention and increases the retention
of visual information. Can increase persuasiveness of an
advertisement
MUSIC APPEALS
• 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?
RATIONAL APPEALS
Print media is well suited for rational appeals. Used by business-to-business advertisers. Well suited for complex and high involvement
products.
EMOTIONAL APPEALS Based on three ideas:
Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention
Creatives believe emotional appeals are the key to developing brand loyalty.
EMOTIONS USED IN ADVERTISING
TrustReliabilityFriendshipHappinessSecurity
Glamour/luxurySerenityAnger
Protecting loved onesRomancePassion
Family Bonds
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.
STRUCTURE OF AN ADVERTISEMENT
Headline Subheadline Promise of a benefit Amplification Proof of claim Action to take