Advertising Design

Advertising Design:

• Theoretical Frameworks and Appeals

What’s Happening?

• http://www.youtube.com/watch?v=CWUtywfwsMw&feature=related
• http://www.youtube.com/watch?v=bZ2EKswyTao&NR=
• http://www.youtube.com/watch?v=W3oNNgM6P7E (from Adrienne)
• Some classic ads,……

Structure of an Advertisement

• Headline
• Short, simple, limited number of words
• Sub-headline (not always present)
• Supports headline, somewhat of a follow-up to headline, example – page188, fig. 6.10
• Amplification
• Major selling idea of the advertisement
• Proof of claim
• Approvals, warranties, testimonies, supports unique selling claim
• Action to take
• Encouragement to take action, or an enticement that will cause some sort of action (ie, free gas card if you test drive a car)

Means-End Chain Theory

• Product
• Attributes

• Consumer
• Benefits

• Leverage
• Point

• Personal
• Value

• Executional Framework

Importance of the Leverage Point

• The feature of the ad that leads the viewer to transform the advertising message into a personal value.
• To be effective, it must build a pathway that connects a products benefits with the potential buyer’s value system.

Hierarchy of Effects Model

• Awareness

• Knowledge

• Liking

• Preference

• Conviction

• Purchase

• Cognitive

• Affective

• Conative

Verbal and Visual Elements

• Visual processing
• often leads to more favourable attitudes towards the ad and the brand
• Easier to recall
• Stored both as pictures and words
• Concrete vs abstract
• Visual Esperanto
• http://www.youtube.com/watch?v=uKoM2vXOdRM

• Evaluate this advertisement in terms of:
• Use of white space.
• Visual versus verbal content.

• Discussion Slide

Advertising Appeals

• Fear
• Humor
• Sex
• Music
• Rationality
• Emotions
• Scarcity

Fear Appeal

• This ad reminds people
• of the dangers of overexposure
• to the sun.

Humor Appeal

Humor Appeal

• http://www.exterminating.com

Humor Appeal

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

Discussion Question: Question 3 – p.190

Sex Appeal

• Subliminal techniques
• Nudity or partial nudity
• Sexual suggestiveness
• Overt sexuality
• Sensuality

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

• What about the issue of decorative models?
• Does sexually-oriented advertising perpetuate dissatisfaction with one’s body?

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:

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.

Songs Most Likely to Get Stuck in Your Head

• “Who Let the Dogs Out?”
• “We Will Rock You”
• “YMCA”
• “Whoomp! There It Is”
• “The Lion Sleeps Tonight”
• “It’s a Small World After All”
• “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.

Rational Appeals

• Based on the Hierarchy of Effects model.
• Print media is well-suited for rational appeals.
• Allows for further interpretation and processing of the components of attitude
• Used by business-to-business advertisers.
• Well-suited for complex and high involvement products.

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.
• Works well when tied with other appeals.
• http://www.youtube.com/watch?v=wgR92otjoUk
• http://www.youtube.com/watch?v=7wt5FiZQrgM

Advertising Appeals

• Fear
• Humor
• Sex
• Music
• Rationality
• Emotions
• Scarcity

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.

• Evaluate this advertisement in terms of:
• Type of appeal used.

• Discussion Slide

Case 2 – page 193-194