Advertising Design: Theoretical Frameworks and Types of Appeals

Chapter Six Teacher Md Shahedur Rahman

Ask this questions to yourself ?

Which Advertising message

made the biggest impression on you in the past 5 years ? Why you like that ad? International ad or Local ad ? Did you end up buying that product or service ?

Remember this .
People need to do more than just enjoy what they

see. We are not making a movie. The ad should change consumers behaviors and attitudes. Atleast viewers should remember the good and service being advertised.

Advertising Theory
For advertising design we use 3

theoretical approaches:
Hierarchy of Effects Model

Means-end Chain Model

Visual and Verbal Images

Advertising Theory
Leverage Point It moves the

consumer from understanding a products benefits to linking those benefits with personal values.

Hierarchy of Effects Model

Hierarchy of Effects Model states that there are six

steps a consumer or a business buyer moves through when making a purchase:

Awareness

Knowledge

Liking

Preference

Conviction

Actual Purchase

Hierarchy of Effects Model

The theory states that these 6 steps are sequential. However, there can be instances where the order is not

maintained
Impulse buying Coupons or discounts may trigger purchase where there

was no conviction For commodities, might not even know the name of the brand bought
It has similarities with theories about attitude and

attitudinal changes Cognitive

Affective

Conative

To Encourage the Brand Loyalty

All six steps must be included.
Customers wont be loyal to a

particular brand without sufficient knowledge. You need to ensure that purchasers must like your brand and build a strong preference for it. Strong convictions that particular brand is superior than other brands in the market.

Means-End Theory
This approach suggests that an advertisement should

contain a message or means that leads the consumer to a desired end state.
These end states include the personal values like:

comfortable life freedom inner peace accomplishment, pleasure self-fulfillment belonging

equality happiness mature love

excitement,

fun personal
security sense of

salvation self-respect

MECCAS
MECCAS Means-End Conceptualization of

Components for Advertising Strategy The model suggests using 5 elements in creating ads

Products attributes Consumer benefits Leverage points Personal values Executional framework

MECCAS for milk

Self respect Low Fat Healthy Wisdom Comfortabl e life Wisdom Pleasure Ingredients Good taste Happiness Excitement Vitamins Enhanced sexual ability Fun Pleasure

Calcium

Healthy bones

Verbal and Visual Images

Visual images
more favorable attitudes towards both

the advertisement and the brand tend to be more easily remembered than verbal copy they are stored in the brain as both pictures and words dual coding makes it easier to recall stored in both left and right side of brain verbals get stored only in left side of brain concrete pictures have better recall

Visual Esperanto
Global advertising agencies try to

create visual esperanto, a universal language.

They realize that visual images are

more powerful than verbal descriptions.

Finding the right image is the most

important task in creating visual esperanto.

The goal is to create a brand

Types of Advertising Appeals

Types of Advertising Appeals

7 different types of appeals have been found to be the

most successful

Fear Humor Sex Music Rationality Emotions Scarcity

Fear
Life insurance companies

consequence of not being insured Mouthwash and shampoo bad breath and dandruff

It has been found that low

levels of fear in ads tend to go unnoticed, while if it is too high, people become anxious and switch channels. So a moderate level of fear works best!

Behavioral Response Model

Severity Negative Consequence Negative Behavior or Incident Vulnerability

Intrinsic and Extrinsic rewards

Response costs

SelfEfficacy

Behavior Change or Action

Response Efficacy

Positive Consequence

Humor
Humor is one of the best techniques for cutting

through clutter
The success of humor as an ad appeal is based on 3

things. Humor causes consumers to

Watch Laugh And most importantly, Remember!

To be successful, humor should be connected to the

products benefits
Fevicol

Humor
When humor fails, it is usually because the joke in the ad

is remembered, but the product is forgotten

Older generations do not appreciate humor at somebody

elses expense

Humor is cultural

Humorous ads are difficult to design

When humor doesnt work, it often creates a negative

image for the company

Sex
Sex no longer sells the way it used to it no longer

has shock value Todays teens are growing up in societies immersed in sex Seeing yet another sexually oriented ad gets very little attention
Sexuality has been used in ads in 5 different ways

Subliminal techniques Nudity or partial nudity Victorias Secret Overt sexuality - Axe Sexual suggestiveness Sensuality Slices Aamsutra

Does Sex Sell?

Studies indicate that sex and nudity increases attention,

regardless of the gender of the individual in the ad or the gender of the audience
The attention is greater for opposite sex situations than same-sex

situations
In order to get the attention of both the male and the female, many

companies promote using models of both gender

Brand recall is much lower for such ads, compared to other

appeals
Considered interesting, and controversial

Criticism of Sex Appeal

Cognitive impression made on viewers depends on whether

the viewer finds the ad pleasant or offensive

If found pleasant, it will result in a positive impression of the

brand
Social tolerance about using sex tends to swing over the

years
Currently, the society is swinging towards being conservative

in the first world studies in this part of the world are not that well known

What is your take on the matter?

Musical Appeals
Extremely important advertising

ingredient Helps capture the listeners attention Easily linked to emotions, memories and other experiences Examples: Coca Cola, Nescafe Music is also considered more persuasive Much higher recall If you cant say anything, sing it! David Ogilvy

Musical Appeals
Decisions regarding selection of

music for ad include:

What role will music play in the ad?

Will a familiar song be used, or will

something original be created? What emotional pitch should the music reach? How does the music fit with the message of the ad?

Rational Appeals
Follows the hierarchy of effects stages If ad is oriented to the knowledge stage, it will transmit basic

product information.
In the preference stage, the ad shifts to presenting logical

reasons why one particular brand is superior

A rational ad leads to a stronger conviction about a products

benefits, so that the purchase is eventually made

Consumers need to actively process the information being

presented

Rational Appeals
Most effective in the print media it

allows readers greater opportunities to process copy information

Logic dictates that rational appeal should

work for high-involvement and complex products

Emotional Appeals

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

Scarcity Appeals
Urges consumers to buy a particular product because

of a limitation
Available for a limited time, or limited edition, etc. Often tied to other promotional tools limited price

discount offer till stocks last

The primary benefit they encourage consumers to

take action

Structure of an Advertisement
Majority of ads prepared tend to contain 5 elements
The promise of a benefit, or the headline

Spelling out of the promise, a subheadline

Amplification

Proof of the claim

Action to take

Any Questions?