Advertising Design: Theoretical Frameworks and Types of Appeals

1. Advertising Design: Theoretical Frameworks and Types of Appeals Chapter – Six Teacher – MdShahedurRahman

2. 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 ?

3. Remember this ……. • People need to do more than just enjoy what they see. • We are not making a movie. • The ad should change consumer’s behaviors and attitudes. • Atleast viewers should remember the good and service being advertised.

4. Advertising Theory • For advertising design we use 3 theoretical approaches: • Hierarchy of Effects Model • Means-end Chain Model • Visual and Verbal Images

5. Advertising Theory • Leverage Point – It moves the consumer from understanding a product’s benefitsto linking those benefits with personal values.

6. 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:

7. 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

8. To Encourage the Brand Loyalty • All six steps must be included. • Customers wont be loyal to a particular brand without sufficient knowledge. • You need to ensure that purchasers must like your brand and build a strong preference for it. • Strong convictions that particular brand is superior than other brands in the market. • None of this occurs without first becoming aware about the product.

9. Means-End Theory • 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 life equality excitement, freedom happiness fun inner peace mature love personal accomplishment, pleasure salvation security self-fulfillment self-respect sense of belonging social acceptance wisdom

10. MECCAS • MECCAS – Means-End Conceptualization of Components for Advertising Strategy • The model suggests using 5 elements in creating ads • Product’s attributes • Consumer benefits • Leverage points • Personal values • Executional framework .

11. MECCAS – for milk

12. 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

13. 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.

14. Types of Advertising Appeals

15. Types of Advertising Appeals • 7 different types of appeals have been found to be the most successful • Fear • Humor • Sex • Music • Rationality • Emotions • Scarcity .

16. 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!

24. Behavioral Response Model Severity Negative Consequence Negative Behavior or Incident Vulnerability Intrinsic and Extrinsic rewards Response costs Self-Efficacy Positive Consequence Behavior Change or Action Response Efficacy

25. 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 product’s benefits • Fevicol

33. Humor • 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 else’s expense • Humor is cultural • Humorous ads are difficult to design • When humor doesn’t work, it often creates a negative image for the company

34. Sex • Sex no longer sells the way it used to – it no longer has shock value • Today’s 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 – Victoria’s Secret • Overt sexuality - Axe • Sexual suggestiveness - • Sensuality – Slice’s Aamsutra

40. 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 • The attention is greater for opposite sexsituations 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

41. 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?

42. Musical Appeals • Extremely important advertising ingredient • Helps capture the listener’s attention • Easily linked to emotions, memories and other experiences • Examples: Coca Cola, Nescafe • Music is also considered more persuasive • Much higher recall • If you can’t say anything, sing it! – David Ogilvy

43. 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?

44. 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 product’s benefits, so that the purchase is eventually made • Consumers need to actively process the information being presented

47. Rational Appeals • 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

48. 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

50. 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