© 2007 Prentice Hall 6-1 White or Color? How important is white space in a print advertisement? What impact does silence have in a television or radio ad? How important is color in a print ad? What are the popular colors today? Discussion Slide 6 “ Open Windows Apps on Linux”

© 2007 Prentice Hall 6-2 Chapter Overview Advertising design Hierarchy of effects model Means-end theory Visual and verbal imaging Advertising appeals Advertising Design: Theoretical Frameworks and Types of Appeals 6

© 2007 Prentice Hall 6-3 The objective The target audience The message theme The support The constraints F I G U R E 6. 1 Creative Brief

© 2007 Prentice Hall 6-4 Hierarchy of Effects Model Awareness Knowledge Liking Preference Conviction Purchase Cognitive Affective Conative

© 2007 Prentice Hall 6-5 Means-End Chain Product Attributes Consumer Benefits Leverage Point Personal Value Executional Framework

© 2007 Prentice Hall 6-6  Comfortable life  Equality  Excitement  Freedom  Fun, exciting life  Happiness  Inner peace  Mature love  Personal accomplishment  Pleasure  Salvation  Security  Self-fulfillment  Self-respect  Sense of belonging  Social acceptance  Wisdom F I G U R E 6. 2 Personal Values

© 2007 Prentice Hall 6-7 F I G U R E 6. 3 Means-End Chain for Milk

© 2007 Prentice Hall 6-8

© 2007 Prentice Hall 6-9 F I G U R E 6. 4 B-to-B Means-End Chain for Greenfield Online

© 2007 Prentice Hall 6-10

© 2007 Prentice Hall 6-11 Verbal and Visual Elements Balance Visual processing Easier to recall Stored both as pictures and words Concrete vs. abstract Radio visual imagery Visual esperanto B-to-B advertisements

© 2007 Prentice Hall 6-12

© 2007 Prentice Hall 6-13 Advertising Appeals Fear Humor Sex Music Rationality Emotions Scarcity

© 2007 Prentice Hall 6-14 Fear Appeal A television advertisement by the Connecticut Department of Health using a fear appeal. Click picture to play video

© 2007 Prentice Hall 6-15 Fear Appeal What level of fear is appropriate?

© 2007 Prentice Hall 6-16 F I G U R E 6. 5 Behavioral Response Model

© 2007 Prentice Hall 6-17 Humor Appeal

© 2007 Prentice Hall 6-18 Humor Appeal Used in 30% of all advertisements. Excellent at capturing attention. Score high in recall tests. Should be related directly to customer benefit.

© 2007 Prentice Hall 6-19 Sex Appeal Subliminal techniques Nudity or partial nudity Sexual suggestiveness Overt sexuality Sensuality

© 2007 Prentice Hall 6-20 Are Sex Appeals Effective? Discussion Slide 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. What about the issue of decorative models? Does sexually oriented advertising perpetuate dissatisfaction with one’s body?

© 2007 Prentice Hall 6-21 The presence of female (or male) decorative models improves ad recognition, but not brand recognition. The presence of a decorative model influences emotional and objective evaluations of the product among both males and female audiences. The presence of an attractive model produces higher purchase intentions when the product is sexually relevant than if it was not sexually relevant. Attractive models produce a higher level of attention to ads than less attractive models. F I G U R E 6. 7 Factors to Consider Before Using Decorative Models

© 2007 Prentice Hall 6-22 Using Sex Appeals Effectively Be aware of differences in the international arena. Should be an integral part of the product. Should utilize a variety of models in terms of age, size, ethnicity, and gender. Should consider using “regular person” models. Be careful sex does not overpower advertisement. Consider shifting to more sensuality.

© 2007 Prentice Hall 6-23 This Finnish ad, promoting tourism to Helsinki, stays away from overt sexuality. Instead, it focuses on a more sensual approach.

© 2007 Prentice Hall 6-24 Like a good neighbor, State Farm is there. Feel like a woman (Revlon). Come see the softer side of Sears. The ABC News theme (also used in commercials for the news). I am stuck on Band-Aids, cause Band-Aid’s stuck on me. See if you can think of the tune that matches each of the following taglines: F I G U R E 6. 8 Tunes and Taglines

© 2007 Prentice Hall 6-25 Music Appeals Has intrusive value. Gains attention and increases the retention of visual information. Can increase persuasiveness of an advertisement. 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? Design Questions:

© 2007 Prentice Hall 6-26 Music Appeal The TV advertisement for Matt’s uses a musical appeal with a jingle written specifically for the ad. Click on picture to play video.

© 2007 Prentice Hall Songs Most Likely to Get Stuck in Your Head 1)“Chili’s (Baby Back Ribs)” 2)“Who Let the Dogs Out?” 3)“We Will Rock You” 4)“Gimme a Break,” Kit Kat bar jingle 5)Theme from “Mission Impossible” 6)“YMCA” 7)“Whoomp! There It Is” 8)“The Lion Sleeps Tonight” 9)“It’s a Small World After All” 10)“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.

© 2007 Prentice Hall 6-28 Rational Appeals Based on hierarchy of effects model. Print media is well suited for rational appeals. Used by business-to-business advertisers. Well suited for complex and high involvement products.

© 2007 Prentice Hall 6-29 Emotional Appeals Based on three ideas: Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention. Creatives believe is key to developing brand loyalty. Effie Awards – humor and emotions B-to-B advertisements using more emotional appeals. Works well when tied with other appeals.

© 2007 Prentice Hall 6-30 This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals.

© 2007 Prentice Hall 6-31 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 F I G U R E 6. 9 Emotions Used in Advertisements

© 2007 Prentice Hall 6-32 This ad by iparty.com reminds viewers of the fickle nature of children. Emotional Appeal

© 2007 Prentice Hall 6-33 Super Bowl Appeals Best Ads 76% used humor 67% used emotions 5% used rational Worst Ads 26% used humor 33% used humor 94.9% used rational Festive Occasion

© 2007 Prentice Hall 6-34 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.

© 2007 Prentice Hall 6-35 Scarcity Appeals Click picture to play video An ad by Diamond Security using a scarcity appeal.

© 2007 Prentice Hall 6-36 Evaluate this advertisement in terms of: 1.Use of white space. 2.Visual versus verbal content. 3.Type of appeal used. Discussion Slide

© 2007 Prentice Hall 6-37 Structure of an Advertisement Headline Subheadline Promise of a benefit Amplification Proof of claim Action to take