Advertising Design Theoretical Frameworks and Types of Appeal

Chapter 7 with Duane Weaver

OUTLINE
   

Silence is Golden Creative Brief Advertising Theory Types of Advertising Appeals

SILENCE IS GOLDEN
  

Using white space in Print Using white space in Radio Using white space in TV

Creative Brief - revisited

    

Objectives Target Audience Message Theme Support Constraints

Advertising Theory



Hierarchy of Effects Model

Six steps of persuasion:
1. 2. 3. 4. 5. 6.

Awareness Knowledge Liking Preference Conviction Purchase




MeansMeans-End Theory
MECCAS = means end conceptualization of Components for Advertising Strategy
1. 2. 3. 4. 5.

Products Attributes Consumer Benefits Leverage Points Personal Values Executional Framework

Advertising Theory


Verbal vs. Visual Element of an Ad



Verbal = greater emphasis on words central ELM route Visual = stored both as pics and words in brainthis dual processing increases recall

Types of Advertising Appeals

      

Fear Humour Sex Music Rationality Emotions Scarcity

Examples from memory? Write one down.

THANKS!