CHAPTER 5 Advertising Management: Appeal

and Endorser

Nur Aqilah Binti ZainudinBM240(4A)

MESSAGE APPEAL

The Role of Celebrity Endorsers in Advertising

The Role of Humor in Advertising

The Use of Sex in Advertising

Appeals to Consumer Fears

Appeals to Consumer Guilt

The Functions of Music in Advertising

1. The Role of Celebrity Endorsers in Advertising

Television stars, movie actors, famous athletics, and even dead personalities are widely used to endorse brands

Advertisers and agencies are willing to pay huge salaries

T ETrustworthiness Expertise Physical Attractiveness

Similarity

A

SR Respect

The “No Tears” Approach

Celebrity and Audience Matchup

Celebrity and Brand Matchup

Celebrity Credibility

Celebrity Attractiveness

Cost Consideration

Working Ease or Difficulty Factor

Saturation Factor

The Trouble Factor

EXAMPLE :• IKLAN\MAGGI® BIG KARI menampilkan

Aaron Aziz (BM).mp4

2. The Role of Humor in Advertising

What is Humor?Humor is the tendency of particular cognitive experiences to provoke laughter and provide

amusement.

Humor in advertisingEffective for the purpose of attracting

attention to advertisement and creating brand awareness

Effect of Humor in advertising (positive )

attracting attention to advertisement customer’s recall of message points

Enhance liking of both advertisement and advertised brand

Not necessarily harm comprehension Does not offer an advantage over nonhumor at increase

persuasion not enhance sourced credibility

More successfully established rather than new product

Effect of Humor in advertising (negative )

Effective only when consumers’ evaluations of the advertised brand are already positive

Effect of humor can differ due to differences in audience and geographical characteristics

Humorous message may be so distracting that receivers ignore the message content

EXAMPLE :

• IKLAN\TVC Lipstik Collagen SD BETA 250314.mp4

3. Appeals to Consumer Fears

CONSUMER FEARS

people have fears, rational as well as irrational, attempt to motive consumers to process information and to take action by appealing to their fears

identify the negative consequences of either:

1) not using the advertised brand

2) engaging in unsafe behavior

Fear Appeal Logic

appeals to consumer fears will stimulate audience involvement with a message and thereby promote acceptance of message arguments.

SOCIAL DISAPPROVAL

mouthwashes, deodorants, toothpastes, and other products appeal to fears

PHYSICAL DANGER

Smoke detectors, automobile tires, driving under alcohol or drugs used by advertisers to induce fear of physical danger.

EXAMPLE :

•IKLAN\[TVC] Colgate Total Toothpaste - A Nurse Story (Malay Ver.).mp4

4. Appeals to Consumer Guilt

attempt to trigger negative emotions. People feel guilty when they break rules, violate their own standards or beliefs, or

behave irresponsibly.

powerful because they motivate emotionally mature individuals to undertake responsible action leading to a

reduction in the level of guilt.

Appeal to guilt and attempt to persuade prospective customer

Ineffective when it is lack credibility or having manipulate intentions

EXAMPLE :

• IKLAN\Dadah...Kesannya Membinasakan.mp4

5. The Use of Sex in Advertising

Something that people generally approach rather than avoid Used frequently

Role of sex play in advertising

stopping power role of

sex

Enhance recall of message

points.

Evoke emotional responses

Potential Downside of Sex Appeals in Advertising

Message argument and

reduce message comprehension

Portray women and men as

brainless sex object

Distinct ethical issue

EXAMPLE :• IKLAN\Siti Saleha Enchanteur Paris.mp4

7. The Functions of Music in Advertising

Jingles, background music, popular tunes, and classical arrangements are used to

attract attention

convey selling points

set an emotional

influence moods.

Function

Attracting attention to commercial messages

Putting consumers in

a positive mood

more receptive to

message arguments

Communicating meanings

about advertised

brands

EXAMPLE :• IKLAN\Mie Sedaaap Ayam Krispi.mp4