Transcript Advertising Design:

Advertising Design:
Theoretical Frameworks and Appeals
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
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
Product
Attributes
Executional Framework
Leverage
Point
Consumer
Benefits
Personal
Value
FIGURE
6.3
Means-End Chain for Milk
Attributes
Benefits
Low fat
Healthy
Calcium
Ingredients
Vitamins
Personal Values
Self-respect
Wisdom
Healthy bones Comfortable life
Wisdom
Good taste
Pleasure
Happiness
Enhanced
Excitement
sexual ability Fun
Pleasure
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.
Hierarchy of Effects Model
Cognitive
Awareness
Affective
Knowledge
Conative
Liking
Preference
Conviction
Purchase
What’s Happening?
 http://www.youtube.com/watch?v=CMr8l9RYqOc
 http://blog.mad4flash.com/2012/01/most-clever-and-
creative-advertising-campaigns/
 Class schedule for the next week and assignments
for the next week.
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
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http://www.youtube.com/watch?v=_U
H7VsywKvw
http://www.youtube.com/watch?v=e89
HBOdrNyc&NR=1
http://www.youtube.com/watch?v=pW
EjJfjNu44
Discussion Slide
Evaluate this
advertisement
in terms of:
1. Use of white
space.
2. Visual versus
verbal content.
Advertising Appeals
 Fear
 Humor
 Sex
 Music
 Rationality
 Emotions
 Scarcity
Fear Appeal
This ad reminds people
of the dangers of
overexposure
to the sun.
Humor
Appeal
Humor Appeal
http://www.exterminating.com
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
Humor Appeal
 Problems with humor
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Offensive
Overpower message
 Humor should focus on product
 International usage
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Humor often rooted in culture
Humor varies across countries
 Good humor difficult to achieve
Discussion Question:
Question 2 – p.164
Sex Appeal
 Subliminal techniques
 Nudity or partial nudity
 Sexual suggestiveness
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Gay and lesbian themes
Encourages use of imagination
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Requires greater mental processing
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http://www.youtube.com/watch?v=SkYQ0x1lENs
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 Overt sexuality
 Sensuality
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? See pg.156
Does sexually-oriented advertising perpetuate
dissatisfaction with one’s body?
Music Appeals
 Has intrusive value.
 Gains attention and increases the retention of visual
information.
 Can increase persuasiveness of an advertisement.
Design Questions:
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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?
Songs Most Likely to Get Stuck in
Your Head
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“Who Let the Dogs Out?”
“We Will Rock You”
“YMCA”
“Whoomp! There It Is”
“The Lion Sleeps Tonight”
“It’s a Small World After All”
“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.
Rational Appeals
 Based on the Hierarchy of Effects model.
 Print media is well-suited for rational appeals.
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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.
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).
 http://www.youtube.com/watch?v=wgR92otjoUk
 http://www.youtube.com/watch?v=7wt5FiZQrgM
FIGURE
6 . 13
Emotions Used in Advertisements
Trust
Reliability
Friendship
Happiness
Security
Glamour/luxury
Serenity
Anger
Protecting loved ones
Romance
Passion
Family Bonds
Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall
6-29
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.