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Published byVerity Taylor Modified over 9 years ago
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C OMMUNICATION D ESIGN I
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P ERSONAL V ALUES Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment Connect with buyer values!
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A PPEALS USED IN A DVERTISING Fear Humor Sex Music Rationality Emotions Scarcity
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F EAR A PPEAL Fear appeals are used because they work Fear increases both the viewer’s interest in an advertisement and the persuasiveness of that ad.
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H UMOR A PPEAL Used in 30% of all ads. Should be related directly to customer benefit.
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H UMOR A PPEALS Capture attention Hold attention Often win creative awards High recall scores Consumers enjoy funny ads Evaluated as likeable ads
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S EX A PPEAL Breaks through clutter Use has increased Not as effective as in the past Advertisers shifting to more subtle sexual cues.
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S EX A PPEAL A PPROACHES Subliminal techniques Sensuality Sexual suggestiveness Nudity or partial nudity Overt sexuality
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S EX A PPEAL – S UBLIMINAL A PPROACH Sex cues or icons placed in ads Goal is to affect subconscious Not effective Ad clutter requires stronger ads to get attention
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S EX A PPEAL – S ENSUALITY A PPROACH Women respond to sensuality approach Viewed as more sophisticated Relies on imagination Requires greater mental processing Can be more enticing than raw sexuality
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S EX A PPEAL - S UGGESTIVENESS Suggests sexual themes or nudity Clairol “Yes, yes, yes” campaign Encourages use of imagination Requires greater mental processing
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S EX A PPEAL – N UDITY OR P ARTIAL N UDITY Used for wide variety of products Attract attention Not always designed to solicit sexual response Underwear commercials Decorative models
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S EX A PPEALS IN I NTERNATIONAL A DVERTISING Varies across countries Determined by religions, culture, and value systems
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D ISADVANTAGES OF S EX A PPEALS Less influence today Reduces brand recall Affects comprehension Creates dissatisfaction with one’s body Females Males Stereotyping of females
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M USIC A PPEALS Has intrusive value. Gains attention and increases the retention of visual information. Can increase persuasiveness of an advertisement
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M USIC A PPEALS 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?
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R ATIONAL A PPEALS Print media is well suited for rational appeals. Used by business-to-business advertisers. Well suited for complex and high involvement products.
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E MOTIONAL A PPEALS Based on three ideas: Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention Creatives believe emotional appeals are the key to developing brand loyalty.
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E MOTIONS USED IN A DVERTISING Trust Reliability Friendship Happiness Security Glamour/luxury Serenity Anger Protecting loved ones Romance Passion Family Bonds
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S CARCITY A PPEALS 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.
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S TRUCTURE OF AN A DVERTISEMENT Headline Subheadline Promise of a benefit Amplification Proof of claim Action to take
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Q UESTIONS ?
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