Advertising Design: Theoretical Frameworks and Types of Appeals Chapter 6 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-1

Chapter Objectives 1.How do advertising theories help the creative move a consumer from awareness of a product to the eventual purchase decision? 2.What roles do attitudes and values play in developing advertising messages? 3.When should visual and verbal elements be integrated into advertisements? 4.What factors might influence the effectiveness of an advertising appeal? 5.Are there differences in creating advertisements for business-to-business and in international markets? Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-2

Ecko Enterprises Urban Apparel Ecko Enterprises – 1993 G-Unit Clothing Company Zoo York label Complex Magazine Advertising in hip hop magazines Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-3

Chapter Overview Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Advertising design  Hierarchy of effects model  Means-end theory  Visual and verbal imaging Advertising appeals 6-4

Creative Brief The objective The target audience The message theme The support The constraints Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-5

Advertising Theory Hierarchy of effects model Means-end chain Visual and verbal imaging Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-6

Hierarchy of Effects Awareness Knowledge Liking Preference Conviction Purchase ModelAttitude Cognitive Affective Conative Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-7

Means-End Chain Product attributes Consumer benefits Leverage points Personal values Executional framework MECCAS Means-End Conceptualization of Components of Advertising Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-8

Personal Values Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-9

Balance Visual processing  Easier to recall  Stored as pictures and words  Concrete vs. abstract Radio visual imagery Visual esperanto B-to-B advertisements Verbal and Visual Elements Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-10

Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-11

Behavioral Response Model Severity Vulnerability Negative behavior  Intrinsic reward  Extrinsic reward Change behaviors  Response costs  Self-efficacy  Response efficacy Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-12

Used in 30% of ads. Excellent in capturing attention. Score high in recall tests. Should be related directly to customer benefit. Humor Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-13

Subliminal techniques Nudity or partial nudity Sexual suggestiveness Overt sexuality Sensuality Sex Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-14

Sex Appeal Breaks through clutter Use has increased Not as effective as in the past Advertisers shifting to more subtle sexual cues. Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-15

Sex Appeal Subliminal Approach Sex cues or icons placed in ads Goal is to affect subconscious Not effective Ad clutter requires stronger ads to get attention Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-16

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Sex Appeal Sensuality Approach Women respond to sensuality approach Viewed as more sophisticated Relies on imagination  Requires greater mental processing Can be more enticing than raw sexuality 6-17

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Sex Appeal Sexual Suggestiveness Suggests sexual themes or nudity Clairol “Yes, yes, yes” campaign Gay and lesbian themes Encourages use of imagination  Requires greater mental processing 6-18

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Sex Appeal Nudity or Partial Nudity Used for wide variety of products Attracts attention Not always designed to solicit sexual response  Underwear commercials Decorative models 6-19

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Sex Appeal Overt Sexual Approach Acceptable for sexually-oriented products Used to break through ad clutter Often used for a shock effect Danger of being offensive 6-20

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Are Sex Appeals Effective? Research Results:  Sex and nudity do increase attention.  Rated as being more interesting.  Often leads to strong feelings about the ad.  Brand recall is lower.  Often interferes with message comprehension.  May impact feelings toward the brand 6-21

Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall Disadvantages of Sex Appeals Less influence today Reduces brand recall Affects comprehension Creates dissatisfaction with one’s body  Females  Males Stereotyping of females 6-22

Has intrusive value Gains attention Increases retention of visual information Can increase persuasiveness Music Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-23

Based on hierarchy of effects model. Used by business-to-business advertisers. Well-suited for  Print media  Complex products  High involvement products Rational Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-24

Based on three ideas:  Consumers ignore most ads  Rational ads go unnoticed  Emotional ads can capture attention Key to developing brand loyalty. Effie Awards – humor and emotions. Use more in b-to-b advertising. Works well when tied to other appeals. Emotional Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-25

Based on  Limited supply  Limited time to purchase Tied with promotional tools such as contests, sweepstakes, and coupons. Encourage customers to take action. Scarcity Appeal Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-26

Structure of an Advertisement Headline Sub-headline Promise of a benefit Amplification Proof of claim Action to take Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 6-27