Transcript Verbal versus Visual Message

Verbal versus Visual Message
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Many ads provide minimal amounts of information and rely on
visual elements to communicate.
Visual images are often designed to support verbal appeals.
Verbal versus Visual Message
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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.
Comparative Advertising
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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.
Comparative Advertising
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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.
Comparative Advertising
Message Format
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Print ad: headline, copy, illustration, and color.
Radio ad: words, voice qualities, and
vocalizations.
TV ad: body language.
Message Source
Source Attribute
Process
Credibility
Internalization
Attractiveness
Identification
Power
Compliance
Source Credibility
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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.
Source Credibility
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Applying expertise
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Applying trustworthiness
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電視主播、宗教領袖、孫越
Using corporate leaders as spokespeople
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達美樂、LG、Chrysler (Lee Iacocca)
Pros & Cons
AGV uses the anchorperson as
an advertising spokesperson
Dell Computer uses its founder and
CEO as an advertising spokesperson
Limitations of Credible
Sources
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High-Credibility → Asset and Low-Credibility →
Liability ?
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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.
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However, many studies have failed to demonstrate the
presence of a sleeper effect.
Source Attractiveness
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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.
Applying Similarity
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Similarity: resemblance between the source
and the receiver of the message.
Similar people or situations
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飛柔
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Likability
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An affection for the source as a result of
physical appearance, behavior, or other
personal traits.
Applying likability
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Using celebrities
Decorative models
Using Celebrities
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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
Pepsi used pop star Brittany Spears as
an endorser for several years
Yao Ming is a Popular
Endorser in China
Choosing a Celebrity Endorser
Match
w/audience
Trust
Match w/product
Risk
Factors
Image
Familiarity
Cost
Likability
Cyclist Lance Armstrong helps position
PowerBar as a product that provides
energy to athletes
Endorser Traits
Using Celebrities
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Overshadowing the product
Overexposure
Target audiences’ receptivity
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Knowledge, attitude
Endorsed by no one: New Balance.
Risk to the advertiser
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Pepsi – Mike Tyson, Michael Jackson, Madonna
Celebrities Sell Out
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Don’t want fans to think they’ve sold out.
Examples:
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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
Decorative Models
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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.
Source Power
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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.
Source Power
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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.
Source Power