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Chapter Six Advertising Design: Theoretical Frameworks Types of Appeals
Chapter Six Advertising Design: Theoretical Frameworks Types of Appeals
Chapter Six
Advertising Design
Theoretical Frameworks
and Types of Appeals
Copyright 2010 Pearson Education, Inc. publishing as Prentice Hall
6-1
Ecko Enterprises
Urban Apparel
Ecko Enterprises 1993
G-Unit Clothing Company
Zoo York label
Complex Magazine
Advertising in hip hop
magazines
Discussion Slide
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6-2
Advertising Design:
Theoretical Frameworks and
Types of Appeals
Chapter Overview
Advertising design
Hierarchy of effects model
Means-end theory
Visual and verbal imaging
Advertising appeals
FIGURE
6.1
Creative Brief
The objective
The target audience
The message theme
The support
The constraints
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Preference
Conviction
Purchase
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6-5
Means-End Chain
Product
Attributes
Executional Framework
Leverage
Point
Consumer
Benefits
Personal
Value
FIGURE
6.2
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
FIGURE
6.3
Attributes
Benefits
Low fat
Healthy
Calcium
Ingredients
Vitamins
Personal Values
Self-respect
Wisdom
Healthy bones Comfortable life
Wisdom
Good taste
Pleasure
Happiness
Enhanced
Excitement
sexual ability Fun
Pleasure
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6-8
FIGURE
6. 4
Attributes
Benefits
Internet
Speed
Expertise
Actionable
information
Reliability
Experience
Personal Values
Wisdom
Social acceptance
Job security
F I G U R E 6. 5
Types of Appeals
Fear
Humor
Sex
Music
Rationality
Emotions
Scarcity
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6-14
FIGURE
6.6
Fear Appeal
A television advertisement by
the Connecticut Department
of Health using a fear appeal.
Click picture to play video
Fear
Appeal
What level of fear
is appropriate?
Humor Appeal
Used in 30% of all ads.
Should be related
directly to customer
benefit.
F I G U R E 6. 7
Reasons for Using Humor in Ads
Captures attention
Holds attention
Often wins creative awards
High recall scores
Consumers enjoy funny ads
Evaluated as likeable ads
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F I G U R E 6. 8
Sexuality Approaches
Subliminal techniques
Sensuality
Sexual suggestiveness
Nudity or partial nudity
Overt sexuality
Sex Appeal
Breaks through clutter
Use has increased
Not as effective as in
the past
Advertisers shifting to
more subtle sexual
cues.
Sex Appeal
Subliminal Approaches
Sex Appeal
Sensuality
Women respond to sensuality approach
Viewed as more sophisticated
Relies on imagination
Requires greater mental processing
Sex Appeal
Sexual Suggestiveness
Sex Appeal
Nudity or Partial Nudity
Used for wide variety of products
Attract attention
Not always designed to solicit
sexual response
Underwear commercials
Decorative models
FIGURE
6.9
Sex Appeal
Overt Sexuality
United States
Chile
Stereotyping of females
Music Appeals
Has intrusive value.
Gains attention and increases the retention of visual
information.
Can increase persuasiveness of an advertisement.
Design Questions:
Music Appeal
The TV advertisement
for Matts uses a
musical appeal with a
jingle written
specifically for the ad.
10 Songs Most Likely to Get Stuck in Your Head, Advertising Age, Vol. 75, No. 21
(December 20, 2004), p. 12.
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Rational Appeals
Emotional Appeals
Based on three ideas:
Consumers ignore most ads.
Rational ads go unnoticed.
Emotional ads can capture attention.
FIGURE
6 . 12
Trust
Reliability
Friendship
Happiness
Security
Glamour/luxury
Serenity
Anger
Protecting loved ones
Romance
Passion
Family Bonds
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Emotional
Appeal
This ad by
iparty.com is
designed to invoke
emotional feelings.
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.
Scarcity Appeals
An ad by Diamond
Security using a
scarcity appeal.
Best Ads
76% used humor
67% used emotions
5% used rational
Super Bowl
Appeals
Worst Ads
26% used humor
33% used humor
94.9% used rational
Festive Occasion
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Structure of an Advertisement
Headline
Subheadline
Promise of a benefit
Amplification
Proof of claim
Action to take
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