Chapter Six Teacher Md Shahedur Rahman Advertising Design:
Theoretical Frameworks and Types of Appeals
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Ask this questions to yourself ? Which Advertising message made
the biggest impression on you in the past 5 years ? Why you like
that ad? International ad or Local ad ? Did you end up buying that
product or service ?
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Remember this . People need to do more than just enjoy what
they see. We are not making a movie. The ad should change consumers
behaviors and attitudes. Atleast viewers should remember the good
and service being advertised.
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Advertising Theory For advertising design we use 3 theoretical
approaches: Hierarchy of Effects Model Means-end Chain Model Visual
and Verbal Images
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Advertising Theory Leverage Point It moves the consumer from
understanding a products benefits to linking those benefits with
personal values.
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Hierarchy of Effects Model Hierarchy of Effects Model states
that there are six steps a consumer or a business buyer moves
through when making a purchase:
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Hierarchy of Effects Model The theory states that these 6 steps
are sequential. However, there can be instances where the order is
not maintained Impulse buying Coupons or discounts may trigger
purchase where there was no conviction For commodities, might not
even know the name of the brand bought It has similarities with
theories about attitude and attitudinal changes
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To Encourage the Brand Loyalty All six steps must be included.
knowledge Customers wont be loyal to a particular brand without
sufficient knowledge. preference You need to ensure that purchasers
must like your brand and build a strong preference for it.
convictions Strong convictions that particular brand is superior
than other brands in the market. None of this occurs without first
becoming aware about the product.
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Means-End Theory meansdesired end state This approach suggests
that an advertisement should contain a message or means that leads
the consumer to a desired end state. These end states include the
personal values like: comfortable lifeequalityexcitement,
freedomhappinessfun inner peacemature lovepersonal accomplishment,
pleasure salvationsecurity self-fulfillmentself-respectsense of
belonging social acceptance wisdom
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MECCAS MECCAS Means-End Conceptualization of Components for
Advertising Strategy The model suggests using 5 elements in
creating ads Products attributes Consumer benefits Leverage points
Personal values Executional framework.
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MECCAS for milk Low FatHealthySelf respectWisdomCalcium Healthy
bones Comfortable life WisdomIngredientsGood
tastePleasureHappinessVitamins Enhanced sexual ability
ExcitementFunPleasure
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Verbal and Visual Images Visual images more favorable attitudes
towards both the advertisement and the brand tend to be more easily
remembered than verbal copy they are stored in the brain as both
pictures and words dual coding makes it easier to recall stored in
both left and right side of brain verbals get stored only in left
side of brain concrete pictures have better recall than abstract
pictures
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Visual Esperanto Global advertising agencies try to create
visual esperanto, a universal language. They realize that visual
images are more powerful than verbal descriptions. Finding the
right image is the most important task in creating visual
esperanto. The goal is to create a brand identity through visuals
rather than words.
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Types of Advertising Appeals
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7 different types of appeals have been found to be the most
successful Fear Humor Sex Music Rationality Emotions Scarcity.
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Fear Life insurance companies consequence of not being insured
Mouthwash and shampoo bad breath and dandruff It has been found
that low levels of fear in ads tend to go unnoticed, while if it is
too high, people become anxious and switch channels. So a moderate
level of fear works best!
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Behavioral Response Model
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Humor Humor is one of the best techniques for cutting through
clutter The success of humor as an ad appeal is based on 3 things.
Humor causes consumers to Watch Laugh And most importantly,
Remember! To be successful, humor should be connected to the
products benefits Fevicol
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Humor product is forgotten When humor fails, it is usually
because the joke in the ad is remembered, but the product is
forgotten Older generations do not appreciate humor at somebody
elses expense Humor is cultural Humorous ads are difficult to
design When humor doesnt work, it often creates a negative image
for the company
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Sex Sex no longer sells the way it used to it no longer has
shock value Todays teens are growing up in societies immersed in
sex Seeing yet another sexually oriented ad gets very little
attention Sexuality has been used in ads in 5 different ways
Subliminal techniques Nudity or partial nudity Victorias Secret
Overt sexuality - Axe Sexual suggestiveness - Sensuality Slices
Aamsutra
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Does Sex Sell? Studies indicate that sex and nudity increases
attention, regardless of the gender of the individual in the ad or
the gender of the audience greater for opposite sex The attention
is greater for opposite sex situations than same-sex situations In
order to get the attention of both the male and the female, many
companies promote using models of both gender Brand recall is much
lower for such ads, compared to other appeals Considered
interesting, and controversial
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Criticism of Sex Appeal Cognitive impression made on viewers
depends on whether the viewer finds the ad pleasant or offensive If
found pleasant, it will result in a positive impression of the
brand Social tolerance about using sex tends to swing over the
years Currently, the society is swinging towards being conservative
in the first world studies in this part of the world are not that
well known What is your take on the matter?
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Musical Appeals Extremely important advertising ingredient
Helps capture the listeners attention Easily linked to emotions,
memories and other experiences Examples: Coca Cola, Nescafe Music
is also considered more persuasive Much higher recall If you cant
say anything, sing it! If you cant say anything, sing it! David
Ogilvy
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Musical Appeals Decisions regarding selection of music for ad
include: What role will music play in the ad? Will a familiar song
be used, or will something original be created? What emotional
pitch should the music reach? How does the music fit with the
message of the ad?
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Rational Appeals Follows the hierarchy of effects stages If ad
is oriented to the knowledge stage, it will transmit basic product
information. In the preference stage, the ad shifts to presenting
logical reasons why one particular brand is superior A rational ad
leads to a stronger conviction about a products benefits, so that
the purchase is eventually made Consumers need to actively process
the information being presented
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Rational Appeals Most effective in the print media Most
effective in the print media it allows readers greater
opportunities to process copy information Logic dictates that
rational appeal should work for high-involvement and complex
products
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Emotional Appeals Trust Reliability Friendship Happiness
Security Glamour Luxury Serenity Anger Protecting loved ones
Romance Passion Family bonds With parents With siblings With
children With extended family members
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Scarcity Appeals Urges consumers to buy a particular product
because of a limitation Available for a limited time, or limited
edition, etc. Often tied to other promotional tools limited price
discount offer till stocks last The primary benefit they encourage
consumers to take action
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Structure of an Advertisement Majority of ads prepared tend to
contain 5 elements The promise of a benefit, or the headline
Spelling out of the promise, a subheadline Amplification Proof of
the claim Action to take
