Theoretical Frameworks and Types of Appeals

Advertising Design:

Chapter 6
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Chapter Overview
Advertising design

Advertising appeals

Hierarchy of effects model Means-end theory Visual and verbal imaging

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Creative Brief
The objective The target audience The message theme The support The constraints

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Advertising Theory
Hierarchy of effects model Means-end chain Visual and verbal imaging

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Hierarchy of Effects
Model
Awareness Knowledge Liking Preference Conviction Purchase

Attitude
Cognitive Affective Conative

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Means-End Chain
Product attributes Consumer benefits Leverage points Personal values Executional framework

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Personal Values
Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom

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Advertising Appeals
Fear Humor Sex Music Rationality Emotions Scarcity

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Behavioral Response Model

Severity Vulnerability Negative behavior
Intrinsic reward Extrinsic reward

Change behaviors
Response costs Self-efficacy Response efficacy

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

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Sex Appeal
Subliminal techniques Nudity or partial nudity Sexual suggestiveness Overt sexuality Sensuality

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Sex Appeal
Breaks through clutter Use has increased Not as effective as in the past Advertisers shifting to more subtle sexual cues.

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Sex Appeal Nudity or Partial Nudity

Used for wide variety of products Attracts attention Not always designed to solicit sexual response Decorative models
Underwear commercials

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Are Sex Appeals Effective?

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

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Disadvantages of Sex Appeals

Less influence today Reduces brand recall Affects comprehension Creates dissatisfaction with ones body
Females Males

Stereotyping of females

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Music Appeal

Has intrusive value Gains attention Increases retention of visual information Can increase persuasiveness

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Rational Appeal
Based on hierarchy of effects model. Used by business-to-business advertisers. Well-suited for
Print media Complex products High involvement products

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

Key to developing brand loyalty. Effie Awards humor and emotions. Use more in b-to-b advertising. Works well when tied to other appeals.

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Scarcity Appeal
Based on
Limited supply Limited time to purchase

Tied with promotional tools such as contests, sweepstakes, and coupons. Encourage customers to take action.

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Structure of an Advertisement
Headline Sub-headline Promise of a benefit Amplification Proof of claim Action to take

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