Understanding Advertising Design and Psychological Appeals
Explore the theoretical frameworks and types of appeals in advertising design, including the Hierarchy of Effects Model, Means-End Theory, and leveraging personal values to influence consumer behavior effectively. Discover the key elements like product attributes, consumer benefits, and leverage points that form the basis of successful advertising strategies.
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Presentation Transcript
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 Review: The objective The target audience The message theme The support The constraints
Hierarchy of Effects Model Awareness Cognitive Attitudes From Ch. 3 Knowledge Affective Liking Conative HEM Preference Conviction Purchase
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 Wisdom Personal 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 Executional Framework Product Attributes Leverage Point Consumer Benefits Personal Values
Means-End Chain for Milk Attributes Benefits Personal Values Low Fat Healthy Self Respect Wisdom Comfortable Life Wisdom Pleasure Happiness Excitement Fun Pleasure Calcium Healthy Bones Ingredients Good Taste Vitamins Enhanced sexual ability F ig 6 . 3
Advertising Appeals Fear Humor Sex Music Rationality 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
Humor Appeal Used in 30% of ads. Excellent in capturing attention. Score high in recall tests. Should be related directly to customer benefit.
Sex Appeal Subliminal techniques Nudity or partial nudity Sexual suggestiveness Overt sexuality Sensuality
Sex Appeal Breaks through clutter Use has increased Not as effective as in the past Advertisers shifting to more subtle sexual cues.
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 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
Music Appeal Has intrusive value Gains attention Increases retention of visual information Can increase persuasiveness
Rational Appeal Based on hierarchy of effects model. Used by business-to-business advertisers. Well-suited for Print media Complex products High involvement products
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 in b-to-b advertising increasing. Works well when tied to other appeals.
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.
