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Advertising Design: Theoretical
Frameworks and Types of Appeals
Chapter 6
Adweek Media and Harris Interactive Survey
• Ads somewhat or very interesting (55%)• Ads not interesting at all (12%)• Ads very influential in purchase decisions
(6%)• Nearly half of 18-34 year-olds influenced
by advertising• 37% of 35-44 year-olds influenced by
advertising• 28% of individuals 45+ influenced by
advertising
Chapter Overview
• Advertising design Hierarchy of effects
model Means-end theory
• Advertising appeals
Creative Brief
• The objective• The target
audience• The message
theme• The support• The constraints
Review:
Hierarchy of Effects Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Cognitive
Affective
Conative
“Attitudes” From Ch. 3
HEM
Means-End Chain
• Product attributes• Consumer benefits• Leverage points• Personal values• Executional
framework
Personal Values
• Comfortable life• Equality• Excitement• Freedom• Happiness• Inner peace• Mature love
• Pleasure• Security• Self-fulfillment• Self-respect• Sense of
belonging• Social
acceptance• WisdomPersonal values vary by culture, age, need for survival, etc.
Means-End Theory
• Means-end chain• Message (means) lead to end state (personal
values)• Means-End Conceptualization of Components
of Advertising Strategy (MECCAS)• Six elements
Product attributes Consumer benefits Leverage points Taglines Personal values Executional framework
Leverage Points
• Moves consumer from benefits to personal value
• Links attributes – benefits – personal values
• Associated with attitude change• Ads need powerful leverage
points
Means-End Chain
ProductAttributes
ConsumerBenefits
LeveragePoint
PersonalValues
Executional Framework
F ig 6 . 3
Means-End Chain for Milk
Attributes
Low Fat
Calcium
Ingredients
Vitamins
Benefits
Healthy
Healthy Bones
Good Taste
Enhanced sexual ability
Personal
Values
Self RespectWisdom
Comfortable Life
WisdomPleasure
HappinessExcitement
FunPleasure
Advertising Appeals
• Fear• Humor• Sex• Music• Rationalit
y• Emotions• Scarcity
Fear Appeal
• Fear increases interest and is remembered
• Severity and vulnerability Severity – level of consequence Vulnerability – probability of event
occurring• Actions controlled by response costs
• Used in 30% of ads.• Excellent in capturing
attention.• Score high in recall tests.• Should be related directly to
customer benefit.
Humor Appeal
• Subliminal techniques
• Nudity or partial nudity
• Sexual suggestiveness
• Overt sexuality• Sensuality
Sex Appeal
Sex Appeal
• Breaks through clutter• Use has increased• Not as effective as in the
past• Advertisers shifting to
more subtle sexual cues.
Sex AppealNudity or Partial Nudity
• Used for wide variety of products
• Attracts attention• Not always designed to solicit
sexual response Underwear commercials
• Decorative models “Booth bunnies”
Sensuality Approaches
• Women respond more favorably
• More sophisticated• Relies on imagination• Images of romance and love
can be enticing
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
Disadvantages of Sex Appeals
• Less influence today• Reduces brand recall• Affects comprehension• Creates dissatisfaction
with one’s body• Stereotyping
Sex Appeals in International Advertising
• Varies across countries• Determined by religion, culture,
and values Moslem countries Middle eastern countries European countries
• France United States Chile
• Has intrusive value• Gains attention• Increases retention of visual
information• Can increase persuasiveness
Music Appeal
• Based on hierarchy of effects model.
• Used by business-to-business advertisers.
• Well-suited for Print media Complex products High involvement products
Rational 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 in b-to-b advertising
increasing.• Works well when tied to other
appeals.
Emotional Appeal
• Based on Limited supply Limited time to purchase
• Tied with promotional tools such as contests, sweepstakes, and coupons.
• Encourage customers to take action.
Scarcity Appeal