Advertising Design Theoretical Frameworks and Types of Appeal Chapter 7 with Duane Weaver

OUTLINE Silence is Golden Creative Brief Advertising Theory Types of Advertising Appeals

SILENCE IS GOLDEN Using white space in Print Using white space in Radio Using white space in TV

Creative Brief - revisited Objectives Target Audience Message Theme Support Constraints

Advertising Theory Hierarchy of Effects Model Means-End Theory Six steps of persuasion: Awareness Knowledge Liking Preference Conviction Purchase Means-End Theory MECCAS = means end conceptualization of Components for Advertising Strategy Products Attributes Consumer Benefits Leverage Points Personal Values Executional Framework

Advertising Theory Verbal vs. Visual Element of an Ad Verbal = greater emphasis on words – central ELM route Visual = stored both as pics and words in brain…this dual processing increases recall

Types of Advertising Appeals Fear Humour Sex Music Rationality Emotions Scarcity Examples from memory? Write one down.

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