Advertising Design:

Theoretical Frameworks and

Types of Appeals

Chapter 6

6-1
 Chapter Overview

• Advertising design
 Hierarchy of effects model
 Means-end theory
 Visual and verbal imaging
• Advertising appeals

6-2
 Creative Brief

• The objective
• The target audience
• The message theme
• The support
• The constraints

6-3
 Advertising Theory

• Hierarchy of effects model

• Means-end chain

• Visual and verbal imaging

6-4
 Hierarchy of Effects

Model Attitude
• Awareness • Cognitive
• Knowledge
• Liking • Affective
• Preference
• Conviction • Conative
• Purchase

6-5
 Means-End Chain

• Product attributes
• Consumer benefits
• Leverage points
• Personal values
• Executional framework

6-6
 Personal Values
• Comfortable life • Pleasure
• Equality • Salvation
• Excitement • Security
• Freedom • Self-fulfillment
• Fun, exciting life • Self-respect
• Happiness • Sense of belonging
• Inner peace • Social acceptance
• Mature love • Wisdom

6-7
Advertising Appeals

• Fear
• Humor
• Sex
• Music
• Rationality
• Emotions
• Scarcity

6-8
Behavioral Response Model

• Severity
• Vulnerability
• Negative behavior
 Intrinsic reward
 Extrinsic reward
• Change behaviors
 Response costs
 Self-efficacy
 Response efficacy

6-9
 Humor Appeal

• Used in 30% of ads.

• Excellent in capturing attention.
• Score high in recall tests.
• Should be related directly to
customer benefit.

6-10
 Sex Appeal

• Subliminal techniques
• Nudity or partial nudity
• Sexual suggestiveness
• Overt sexuality
• Sensuality

6-11
 Sex Appeal

• Breaks through clutter

• Use has increased
• Not as effective as in the past
• Advertisers shifting to more subtle
sexual cues.

6-12
 Sex Appeal
Nudity or Partial Nudity

• Used for wide variety of products

• Attracts attention
• Not always designed to solicit sexual
response
 Underwear commercials
• Decorative models

6-13
 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

6-14
 Disadvantages of Sex Appeals

• Less influence today

• Reduces brand recall
• Affects comprehension
• Creates dissatisfaction with one’s body
 Females
 Males
• Stereotyping of females

6-15
 Music Appeal

• Has intrusive value

• Gains attention
• Increases retention of visual information
• Can increase persuasiveness

6-16
 Rational Appeal

• Based on hierarchy of effects model.

• Used by business-to-business
advertisers.
• Well-suited for
 Print media
 Complex products
 High involvement products

6-17
 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.

6-18
 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.

6-19
Structure of an Advertisement

• Headline
• Sub-headline
• Promise of a benefit
• Amplification
• Proof of claim
• Action to take

6-20