Beruflich Dokumente
Kultur Dokumente
1.Order of presentation
2.Conclusion drawing
3.Message sidedness
4.Refutation
5.Verbal Vs Visual
Message Appeals
An approach used to attract the attention of
consumers to influence their feelings toward
the product/ service
Anything that create interest
types---------
1. Informational / Rational appeal: Consumer
utilitarian needs
Informational
Feature: focus on dominant traits of product
and highly informative
Product Popularity
Humor Appeal
Best known
Best remembered
Set positive mood
More used with low involvement product
But…
Distracts from brand and attribute
Reminder ads
Just to show presence in the market
–Archies cards
–Usual Pepsi ad
Teaser ads
Designed to build curiosity, interest,excitement
about a product
Mainly used while introducing new product or
name change etc
Illustration pictorial matter used to explain or decorate a textIllustration Meaning and
Definition from WordNet (r) 2.0
illustration n
1. The act of illustrating; the act of making clear and distinct; education; also, the state
of being illustrated, or of being made clear and distinct.
2. That which illustrates; a comparison or example intended to make clear or
apprehensible, or to remove obscurity.
3. A picture designed to decorate a volume or elucidate a literary work.