Marketing & Digital Communications

MKTG3019
Know the industry
Read 1 x article from one of these sites before you
come to the class

https://mumbrella.com.au/ http://www.adnews.com.au/

https://www.adweek.com/
Persuasion in Communications
Learning Objectives

LO1: Meaning of Colours & Culture cues

LO2: Advertising Appeals
LO3: Message Execution
What did you learn from the
video on vUWS Module 3
LO1: Meaning of Colours &
Culture cues
• Meanings can be considered the perceptions (thoughts) and
affective reactions (feelings) of the receiver.
• Meanings are evoked by stimuli (signs).
• Meanings are internal and open to interpretation.
• What thoughts and feelings are evoked by this image?
LO1: Meaning of Colours &
Culture cues
• Colours are used as a positioning tool.
• Colours shape our mood and feelings.
LO1: Meaning of Colours &
Culture cues
• Bodyshop uses green colours to position itself as a
“green product” and “natural ingredients”.
Class Activity – 5 minutes
Finalise Group Formation
- Agency name
- Group members’ name and student id
Individual’s Roles

- Account Manager

- Brand Strategist

- Creative Director

- Production Manager

- Media Planner
Class Activity – 10 minutes

Based on the Group Report:

What colours are associated with the

product/service/brand?
What is the meaning behind these colours?
Draft a Facebook ad design using these colours on
Canva.
https://www.canva.com/
LO1: Meaning of Colours &
Culture cues
• Symbols are used to establish a relationship between a brand
and a referent; e.g. Red Bull uses the picture of two bulls to
represent strength.
• Often the symbolic relationship is established using figurative,
or non-literal language.
• Simile (uses comparisons (as or like) to highlight the message)
(‘car build like a tank’)
• Metaphor (applies a word or phrase to give meaning to
concept or object it does not literally describe – ‘love is a rose’)
• Allegory (characters, figures or events are used in a narrative
or pictorial form to represent difficult-to-advertise products)
Allegory
LO1: Meaning of Colours &
Culture cues
• Culture shapes our values, attitudes and our identity.
• Culture helps define the norms of the society.
• It influences our behaviour
 Class Activity - 10 minutes
Can culture and social
environment influence
meanings? Find examples!
LO2: Advertising Appeals

• Hedonic needs are satisfied when consumers

attend to messages that make them feel good and
satisfy their pleasure needs.
• Informational needs are satisfied by messages
that supply relevant facts and figures.
• Appeal types: fear, humour, guilt, sex.
LO2: Advertising Appeals
FEAR Appeal
• Ads appeal to consumers’ fears by identifying negative consequences of:
• not using the advertised product – for example, social disapproval by not
using toothpaste and mouthwash
• engaging in unsafe behaviour (e.g. drugs).
• Fear-appeal logic
• Stimulates audience involvement and promotes acceptance of the
arguments.
• Appropriate intensity
• The greater the topic relevance, the lower the threat intensity that is
needed to activate a response.
LO2: Advertising Appeals
LO2: Advertising Appeals
HUMOUR Appeal
• Humour often involves incongruity resolution. Makes people
laugh and creates a pleasant, more favourable attitude to both
the ad and the brand.
LO2: Advertising Appeals

https://www.youtube.com/watch?
v=ugn_qmQ0NFo
LO2: Advertising Appeals
GUILT Appeal
• This approach aims to trigger negative emotions; e.g. breaking
the rules or violating standards.
• It focuses on past/future transgressions or failure to care for
others.
• It motivates the individuals to undertake a responsible action
OR to avoid the feeling of guilt.
LO2: Advertising Appeals
SEX Appeal
• The use of sex in advertising:
• captures consumers’ attention and retains it for longer
• enhances recall of message points
• evokes an emotional response (e.g. feelings of arousal or lust).
LO2: Advertising Appeals
LO2: Advertising Appeals
COMPARATIVE Advertising
• Compare against competitive offerings.
• Based on claims of superiority.
Class Activity - 20 minutes

Based on the Group Report:

Design an Instagram ad that uses one
advertising appeal.
https://www.canva.com/search/templates?q=TikTok%20Videos&doctype=T
AD9VKDO5tI&category=tAEJ44I-P4M&designSpec=djE6dEFFSjQ0SS1QNE06
QQ%3D%3D&width=1080.0&height=1920.0
LO3: Message Execution
LO3: Message Execution
Unique Selling Proposition
• Advertiser claims are based on the superiority of a
product attribute.
• This strategy is most useful when a point of difference
cannot be readily matched by competitors.
LO3: Message Execution
Brand Image Strategy
• Claims are based on psychosocial
differentiation and symbolic
association.
• A brand is given a distinct identity or
personality.
• Uses prestige claims; it rarely
challenges competition directly; e.g.
the transformational properties of
shampoo (how you will feel after using
it).
LO3: Message Execution
Resonance Strategy
• Advertisements that resonate (or reflects) the
audience’s life experiences.
• For example: as you get older you become more concerned
about the wrinkles and the grey hair.
LO3: Message Execution
Emotional Strategy
• Many products are purchased
on the basis of emotion.
• Both negative and positive
emotions can be used to
advertise.
• This form of advertising works
particularly well for jewellery,
cosmetics, fashion apparel and
soft drinks.
LO3: Message Execution
Generic Strategy
• Makes a generalised claim about the brand/product.
• There is no attempt to differentiate offerings (opposite
to USP).
LO3: Message Execution

Pre-emptive Strategy
• A generic claim, but with an added
message of superiority.
• Used when the products in the
category have few functional
differences.
Class Activity - 20 minutes

Based on the Group Report:

Design a TikTok ad using one of the
message executions.

https://www.canva.com/design/DAFIbvISoHA/vBCdEFfTA8w3LbCMa33QS
A/edit
Next Session:

• Learning Portfolio
• Group Activity 1
• Disruptive technologies in
marketing