1. International Advertising Messages MK 389
Dr. Elmira Djafarova

2. Aims of the Session
To appreciate and handle the creative challenges in international advertising
To understand the importance of creativity in advertising
To identify different message execution strategies

3. Advertising Message Traditional model of communication
Sender encoding message medium decoding receiver

4. Communication process elements
An information source
Encoding
A message channel
Decoding
Receiver
Feedback
Noise

5. Promotional Misfires
Marketer’s perception of market needs and actual market needs do not always coincide
The encoding causes problems even with a proper message
Message channels should be selected carefully
Decoding errors

6. Mass Communication Styles
Three aspects of mass communication styles:
Content
Form
Style

7. Message Balance
‘The style of a message should reflect a balance between the need for information and the need for pleasure of enjoyment in consuming the message’
Fill, 2006: 180

8. Appeals in advertising
Appeal includes values and motives that define the central message

9. Creative appeals
Rational
Emotional

10. Message Presentation Appeals based on the information Slice of life
Comparative advertising
Demonstration
Problem solution
Talking head

11. Message Presentation Appeals based on emotions and feelings Fear
Humour
Animation
Sex
Fantasy
Music
Warmth

12. Humour Humour – an appeal created with the intent to make people laugh
Is humour effective in advertising?
Types of humour
Product types
Cultural differences

13. Eroticism Elements of erotic advertising Effectiveness of eroticism
Most appropriate target groups
Global issues

14. Warmth, fear and music
Warmth – feelings such as love, friendship and affection
Fear – certain type of risk
Music creates a mood, gains attention, a sense of relaxation

15. Endorsers
Expert endorsements
Celebrity endorsements

16. Summary Advertising process is a development of a creative idea
Rational and emotional appeals are used to develop a campaign
Rational and emotional appeals may feature different types of endorses