The Craft of Advertising
An advertisement has four jobs: 1.It must get people’s attention, despite the hundreds of competing ads they see or hear every day. 2.It must establish an image or personality for a product, creating associations or connections between that product and a need, desire or attractive lifestyle. 3.It must reassure customers who have already bought the product or paid for a service that they have made the right choice, thus maintaining customer loyalty. 4.It must persuade new customers, often young people who have never tried the product or service before, that the product or service will benefit them in some way, frequently by appealing to the need for self- esteem.
Elements of an Emotional Appeal Story: What is happening in the ad – many ads tell stories much like a sitcom or comic strip
Elements of an Emotional Appeal Models: People, animals, animated characters.
Elements of an Emotional Appeal Copy: Words – whether written or spoken that appear in the advertisement
Elements of an Emotional Appeal Details: Clothing, jewelry, price tags – nothing, no matter how small, is included by accident!
Elements of an Emotional Appeal Colour: Bright and cheerful, warm and comforting, cool and professional – every colour suggests a mood or tone.
Elements of an Emotional Appeal Sound: Voices, music, natural noises, special effects. Can you think of any television commercials that use sound to help to create an emotional appeal?
Elements of an Emotional Appeal Setting: The place, décor, time of day, era, lighting, natural or artificial surroundings.
Elements of an Emotional Appeal Point of View: close up, long shot, looking up or down, looking in or out, sharing a person’s perspective
Although every individual responds to an ad in his or her own way, based on his or her experiences and attitudes, advertisers carefully build each ad to create a specific emotional appeal. Through research and experience, advertisers can predict fairly accurately how large groups of people will respond to a campaign.