7

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising design.
Hierarchy of Effects Model Means-End Theory Visual and Verbal Imaging

Advertising appeals.
7-1

FIGURE 7.1
Creative Brief

The objective. The target audience. The message theme The support. The constraints.

7-2

Hierarchy of Effects Model

Cognitive Awareness Affective Knowledge

Conative
Liking Preference Conviction Purchase
7-3

Means-End Chain
Product Attributes
Executional Framework Leverage Point Consumer Benefits Personal Value

7-4

FIGURE 7.2
Personal Values

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

7-5

FIGURE 7.3
Means End Chain for Milk

Attributes Low fat Calcium Ingredients Vitamins

Benefits Healthy

Personal Values

Self-respect Wisdom Healthy bones Comfortable life Wisdom Good taste Pleasure Happiness Enhanced Excitement sexual ability Fun Pleasure
7-6

7-7

Verbal and Visual Elements

Central vs Peripheral route processing Visual processing
Easier to recall Stored both as pictures and words Concrete vs abstract

Radio visual imagery

7-8

Advertising Appeals
Fear Humor Sex Music Rationality Emotions Scarcity
7-9

Humor Appeal
Used in 30% of all advertisements. Excellent at capturing attention. Score high in recall tests. Should be related directly to customer benefit.

7-10

Discussion Slide

Are Sex Appeals Effective?

Research Results: Sex and nudity do increase attention. Rated as being more interesting. Often leads to strong feelings about the advertisement. Brand recall is lower. Often interferes with message comprehension

7-11

Music Appeals
Has intrusive value. Gains attention and increases the retention of visual information. Can increase persuasiveness of an advertisement. Design Questions: 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?

7-12

Rational Appeals
Based on ELM and 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.
7-13

Emotional Appeals
Based on three ideas:
Consumers ignore most ads. Rational ads go unnoticed. Emotional ads can capture attention.

Viewed by creatives as key to developing brand loyalty. Uses peripheral processing route. B-to-B advertisements using more emotional appeals. Works well when tied with other appeals.
7-14

FIGURE 7.9
Emotions Used in Advertisements 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
7-15

Emotional Appeal
This ad by iparty.com reminds viewers of the fickle nature of children.

7-16

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.

7-17