Advertising Design: Theoretical Frameworks and Types of Appeals Chapter – Six Teacher – Md Shahedur Rahman

Ask this questions to yourself ? Which Advertising message made the biggest impression on you in the past 5 years ? Why you like that ad? International ad or Local ad ? Did you end up buying that product or service ?

Remember this ……. People need to do more than just enjoy what they see. We are not making a movie. The ad should change consumer’s behaviors and attitudes. Atleast viewers should remember the good and service being advertised.

Advertising Theory For advertising design we use 3 theoretical approaches: Hierarchy of Effects Model Means-end Chain Model Visual and Verbal Images

Advertising Theory Leverage Point – It moves the consumer from understanding a product’s benefits to linking those benefits with personal values.

Hierarchy of Effects Model Hierarchy of Effects Model states that there are six steps a consumer or a business buyer moves through when making a purchase: Awareness Knowledge Liking Preference Conviction Actual Purchase

Hierarchy of Effects Model The theory states that these 6 steps are sequential. However, there can be instances where the order is not maintained Impulse buying Coupons or discounts may trigger purchase where there was no conviction For commodities, might not even know the name of the brand bought It has similarities with theories about attitude and attitudinal changes Cognitive Affective Conative

To Encourage the Brand Loyalty All six steps must be included. Customers wont be loyal to a particular brand without sufficient knowledge. You need to ensure that purchasers must like your brand and build a strong preference for it. Strong convictions that particular brand is superior than other brands in the market. None of this occurs without first becoming aware about the product.

Means-End Theory This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state. These end states include the personal values like: comfortable life equality excitement, freedom happiness fun inner peace mature love personal accomplishment, pleasure salvation security self-fulfillment self-respect sense of belonging social acceptance wisdom

MECCAS MECCAS – Means-End Conceptualization of Components for Advertising Strategy The model suggests using 5 elements in creating ads Product’s attributes Consumer benefits Leverage points Personal values Executional framework .

Enhanced sexual ability MECCAS – for milk Low Fat Healthy Self respect Wisdom Calcium Healthy bones Comfortable life Ingredients Good taste Pleasure Happiness Vitamins Enhanced sexual ability Excitement Fun

Verbal and Visual Images more favorable attitudes towards both the advertisement and the brand tend to be more easily remembered than verbal copy they are stored in the brain as both pictures and words – dual coding makes it easier to recall stored in both left and right side of brain – verbals get stored only in left side of brain concrete pictures have better recall than abstract pictures

Visual Esperanto Global advertising agencies try to create visual esperanto, a universal language. They realize that visual images are more powerful than verbal descriptions. Finding the right image is the most important task in creating visual esperanto. The goal is to create a brand identity through visuals rather than words.

Types of Advertising Appeals

Types of Advertising Appeals 7 different types of appeals have been found to be the most successful Fear Humor Sex Music Rationality Emotions Scarcity .

Fear Life insurance companies – consequence of not being insured Mouthwash and shampoo – bad breath and dandruff It has been found that low levels of fear in ads tend to go unnoticed, while if it is too high, people become anxious and switch channels. So a moderate level of fear works best!

Behavioral Response Model Intrinsic and Extrinsic rewards Response costs Severity Vulnerability Self-Efficacy Response Efficacy Behavior Change or Action Negative Consequence Positive Consequence Negative Behavior or Incident

Humor Humor is one of the best techniques for cutting through clutter The success of humor as an ad appeal is based on 3 things. Humor causes consumers to Watch Laugh And most importantly, Remember! To be successful, humor should be connected to the product’s benefits Fevicol

Humor When humor fails, it is usually because the joke in the ad is remembered, but the product is forgotten Older generations do not appreciate humor at somebody else’s expense Humor is cultural Humorous ads are difficult to design When humor doesn’t work, it often creates a negative image for the company

Sex Sex no longer sells the way it used to – it no longer has shock value Today’s teens are growing up in societies immersed in sex Seeing yet another sexually oriented ad gets very little attention Sexuality has been used in ads in 5 different ways Subliminal techniques Nudity or partial nudity – Victoria’s Secret Overt sexuality - Axe Sexual suggestiveness - Sensuality – Slice’s Aamsutra

Does Sex Sell? Studies indicate that sex and nudity increases attention, regardless of the gender of the individual in the ad or the gender of the audience The attention is greater for opposite sex situations than same-sex situations In order to get the attention of both the male and the female, many companies promote using models of both gender Brand recall is much lower for such ads, compared to other appeals Considered interesting, and controversial

Criticism of Sex Appeal Cognitive impression made on viewers depends on whether the viewer finds the ad pleasant or offensive If found pleasant, it will result in a positive impression of the brand Social tolerance about using sex tends to swing over the years Currently, the society is swinging towards being conservative in the first world – studies in this part of the world are not that well known What is your take on the matter?

Musical Appeals Extremely important advertising ingredient Helps capture the listener’s attention Easily linked to emotions, memories and other experiences Examples: Coca Cola, Nescafe Music is also considered more persuasive Much higher recall If you can’t say anything, sing it! – David Ogilvy

Musical Appeals Decisions regarding selection of music for ad include: What role will music play in the ad? Will a familiar song be used, or will something original be created? What emotional pitch should the music reach? How does the music fit with the message of the ad?

Rational Appeals Follows the hierarchy of effects stages If ad is oriented to the knowledge stage, it will transmit basic product information. In the preference stage, the ad shifts to presenting logical reasons why one particular brand is superior A rational ad leads to a stronger conviction about a product’s benefits, so that the purchase is eventually made Consumers need to actively process the information being presented

Rational Appeals Most effective in the print media – it allows readers greater opportunities to process copy information Logic dictates that rational appeal should work for high-involvement and complex products

Emotional Appeals Trust Reliability Friendship Happiness Security Glamour – Luxury Serenity Anger Protecting loved ones Romance Passion Family bonds With parents With siblings With children With extended family members

Scarcity Appeals Urges consumers to buy a particular product because of a limitation Available for a limited time, or limited edition, etc. Often tied to other promotional tools – limited price discount offer till stocks last The primary benefit – they encourage consumers to take action

Structure of an Advertisement Majority of ads prepared tend to contain 5 elements The promise of a benefit, or the headline Spelling out of the promise, a subheadline Amplification Proof of the claim Action to take

Any Questions?