verbal versus visual message many ads provide minimal amounts of information and rely on visual...
Post on 21-Dec-2015
223 views
TRANSCRIPT
![Page 1: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/1.jpg)
Verbal versus Visual Message
Many ads provide minimal amounts of information and rely on visual elements to communicate.
Visual images are often designed to support verbal appeals.
![Page 2: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/2.jpg)
Verbal versus Visual Message
When verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of product attributes.
However, when the verbal information was already high in imagery value, the addition of pictures did not increase recall.
The use of a visual that is inconsistent with the verbal content leads to more recall and greater processing of the information presented.
![Page 3: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/3.jpg)
![Page 4: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/4.jpg)
Comparative Advertising
CA is the practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes.
Recall is higher for CA than noncomparative messages, but CA are generally not more effective for other response variables, such as brand attitudes or purchase intentions.
CA may be particularly useful for new brands, since it allows a new market entrant to position itself directly against the more established brands and to promote its distinctive advantages.
![Page 5: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/5.jpg)
Comparative Advertising
CA is often used for brands with a small market share, e.g. Pepsi-1, 2.
On the other hand, market leaders often hesitate to use comparison ads, as most believe they have little to gain by featuring competitors’ products in their ads.
Another area where comparative messages are quite commonly used is political advertising.
![Page 6: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/6.jpg)
Comparative Advertising
![Page 7: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/7.jpg)
Message Format
Print ad: headline, copy, illustration, and color.
Radio ad: words, voice qualities, and vocalizations.
TV ad: body language.
![Page 8: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/8.jpg)
Message Source
Source Attribute Process
Credibility Internalization
Attractiveness Identification
Power Compliance
![Page 9: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/9.jpg)
Source Credibility
Credibility is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.
Internalization: the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate.
Two dimensions: expertise and trustworthiness.
![Page 10: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/10.jpg)
Source Credibility
Applying expertise Oral-B: 全球最多牙醫選用的品牌。 Extra無糖口香糖:世界牙醫聯盟認可。
Applying trustworthiness 電視主播、宗教領袖、孫越
Using corporate leaders as spokespeople 達美樂、 LG 、 Chrysler (Lee Iacocca) Pros & Cons
![Page 11: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/11.jpg)
AGV uses the anchorperson as an advertising spokesperson
![Page 12: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/12.jpg)
Dell Computer uses its founder and CEO as an advertising spokesperson
![Page 13: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/13.jpg)
Limitations of Credible Sources High-Credibility → Asset and Low-Credibility →
Liability ? A very credible source is more effective when message
recipients are not in favor of the position advocated in the message.
A very credible source is less important when the audience has a neutral position, and such a source may even be less effective than a moderately credible source when the receiver’s initial attitude is favorable.
Sleeper effect: the persuasiveness of a message increases with the passage of time. However, many studies have failed to demonstrate the
presence of a sleeper effect.
![Page 14: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/14.jpg)
Source Attractiveness
Attractiveness encompasses similarity, familiarity, and likability.
Identification: the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.
Two dimensions: similarity and likability.
![Page 15: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/15.jpg)
Applying Similarity
Similarity: resemblance between the source and the receiver of the message.
Similar people or situations 多芬 飛柔 保力達B
台新銀行現金卡
![Page 16: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/16.jpg)
Likability
An affection for the source as a result of physical appearance, behavior, or other personal traits.
Applying likability Using celebrities Decorative models
![Page 17: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/17.jpg)
Using Celebrities
Nearly 20% of all TV commercials feature celebrities.
E.g. Tiger Woods, 周星馳, 周潤發.
Stopping power: draw attention to advertising messages in a very cluttered media environment.
Congruity theory
![Page 18: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/18.jpg)
Pepsi used pop star Brittany Spears as an endorser for several years
![Page 19: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/19.jpg)
Yao Ming is a Popular Endorser in China
![Page 20: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/20.jpg)
Choosing a Celebrity Endorser
Factors
Match w/audience
Match w/audience
Match w/productMatch w/product
ImageImage
CostCost
TrustTrust
RiskRisk
FamiliarityFamiliarity
LikabilityLikability
![Page 21: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/21.jpg)
Cyclist Lance Armstrong helps position PowerBar as a product that provides energy to athletes
![Page 22: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/22.jpg)
Endorser Traits
![Page 23: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/23.jpg)
Using Celebrities
Overshadowing the product Overexposure Target audiences’ receptivity
Knowledge, attitude Endorsed by no one: New Balance.
Risk to the advertiser Pepsi – Mike Tyson, Michael Jackson, Madonna
![Page 24: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/24.jpg)
Celebrities Sell Out
Don’t want fans to think they’ve sold out. Examples:
Meg Ryan – cosmetics and tea Brad Pitt – canned coffee and blue jeans Demi Moore – protein drink Harrison Ford – Kirin beer
Star’s Fascination, Culture, International
![Page 25: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/25.jpg)
Decorative Models
Physically attractive communicators generally have a positive impact and generate more favorable evaluations of both ads and products than less attractive models.
Gender appropriateness and relevance to the product
An attractive model facilitates recognition of the ad but does not enhance copy readership or message recall.
![Page 26: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/26.jpg)
Source Power
A source has power when he or she can actually administer rewards and punishments to the receivers.
The power of the source depends on three factors: perceived control, perceived concern, and perceived scrutiny.
Compliance: the receiver accepts the persuasive influence of the source and acquiesces to his or her position in hopes of obtaining a favorable reaction or avoiding punishment.
![Page 27: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/27.jpg)
Source Power
Power as a source characteristic is very difficult to apply in a nonpersonal influence situation such as advertising.
An indirect way of using power is by using an individual with an authoritative personality as a spokesperson.
The use of source power applies more in situations involving personal communication and influence.
![Page 28: Verbal versus Visual Message Many ads provide minimal amounts of information and rely on visual elements to communicate. Visual images are often designed](https://reader035.vdocuments.us/reader035/viewer/2022062714/56649d605503460f94a41c84/html5/thumbnails/28.jpg)
Source Power