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 Advertising loves archetypes –creating them, overdoing them, playing with them or
even disrupting them. Cultural constructions around the act of riding a motorcycle,
though fluctuating and more open over time, have always been closely linked to an
immense sense of freedom, adventure and hedonism. Alongside the likes of Monet &
Goyon, Harley-Davidson, Triumph or Kawasaki, what follows is a brief look to how
brands have been able to portray those concepts and how advertising gets to find its
own language and rules to appeal to the target audiences in a way that is more
emotional than logical.

To analyze the importance and behavioral connotations cognitive personality factors of

visualizers and verbalizers. While visualizers and verbalizers process the information in
different ways, what are the underlying cognitive factors? How can Tri-Component-
Attitude Model (Beliefs-Affect-Behavioral Intentions) help in understanding the
underlying cognitive factors of the way the consumers process information? How should
marketers interpret the differences between visualizers and verbalizers from the point of
their marketing communications

For Example

Pantene is an inexpensive, low involvement purchase involving low cognition, its

advertisements must reflect that. I have noticed that Pantene mainly uses visual ads the
most, and uses verbal ads in circumstances where the description of the product is
interesting and would benefit the company if the consumer had this knowledge

These ads are all visual, with no words in them except the Pantene Pro-V logo. Each ad
represents the effects of using Pantene’s products, which is long, luscious hair. This is
represented by the women wearing their own hair as a dress, and using it as a violin.
These ads don’t need any words, and say enough with just the image. The bottom
image shows a tennis player from Argentina with beautiful hair and a tennis racquet in
her hand. This symbolizes that she can still look beautiful while playing tennis with the
help from Pantene

Businesses that manufacture or sell a range of related products must decide on an

approach for marketing their product line. Some businesses opt to create a distinct
brand for each product with distinct symbols, names and packaging. Umbrella
positioning, better known as umbrella- or family-branding, offers an alternative
approach

Umbrella positioning refers to the practice of bringing an entire line of products under
one brand for marketing and messaging purposes. The approach emphasizes the
brand and employs uniform visual elements and a single brand message, such as
Apple’s branding on innovation and minimalist design. In some cases, such as
General Electric, every product a company produces falls under the umbrella brand
regardless of its relationship to other products.