MARKETING COMMUNICATIONS PROJEC

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chapter_6_ad_design.pptx

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Chapter Six

Advertising Design

Theoretical Frameworks

and Types of Appeals

Chapters 6 and 7 present information about advertising design. This chapter focuses on theoretical frameworks and types of appeals that can be used in advertisements.

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Comfortable life

Equality

Excitement

Freedom

Fun, exciting life

Happiness

Inner peace

Mature love

Personal accomplishment

Pleasure

Salvation

Security

Self-fulfillment

Self-respect

Sense of belonging

Social acceptance

Wisdom

F I G U R E 6 . 2

Personal Values

Personal values was presented in Chapter 4. In designing ads, it is important to remember people have values and much of their consumption behavior is motivated by a desire to fulfill these values in their lives.

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Means-End Chain

Product

Attributes

Consumer

Benefits

Leverage

Point

Personal

Value

Executional Framework

In designing an ad, a creative will begin with product attributes. The question that is asked, is what benefits do those attributes provide to consumers, because consumers do not purchase attributes, they purchase benefits. Women buy cosmetics for how it makes them look, not for the ingredients that are in them. Using a leverage point and an execution design, creatives take those benefits and show how they can fulfill a consumer’s personal values. While it looks simple, it is not. The magic is the creation of the leverage point and executional framework that will connect benefits to personal values.

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F I G U R E 6 . 3

Means-End Chain for Milk

This figure illustrates a means-end chain for milk. An attribute in milk, low fat, can provide the benefit of health. The personal values consumers receive from good health are self-respect and wisdom. Another attribute, calcium, provides the benefit of healthy bones, which in turn leads to a comfortable life and shows wisdom on the part of the consumer. The key to a means-end chain is looking at the benefits each attribute generates then connecting those benefits to various personal values.

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This advertisement for milk illustrates the last means-end chain. The specific message is that milk can help prevent osteoporosis, a bone disease.

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Taglines

Key phrase in an advertisement

Memorable

Provide consistency

Taglines are key phrases in an advertisement. They are designed to be memorable, unique, and offer a special meaning about the brand. Taglines can provide consistency across ads and across advertising campaigns. Taglines become identified with a specific brand and transcend any specific ad or ad campaign. Developing good taglines is important because it lives with that brand and is around a long time, such as Nike’s tagline “Just Do It.” While taglines can be changed, companies have to be careful not to confuse customers and convey conflicting messages about the brand.

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New Tagline for Oscar Mayer

“It doesn’t get better than this.”

When Oscar Mayer launched their new ad campaign, the mcgarrybowen advertising agency spent considerable time finding just the right tagline that could be used in all of their ads and convey the message desired by Oscar Mayer. Because the client wanted to focus on the good times Oscar Mayer products provide, the tagline line chosen was “It Doesn’t Getter Better Than This.”

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Verbal and Visual Elements

Balance between visual and verbal

Visual processing

Easier to recall

Radio visual imagery

Visual esperanto

The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. In recent years, advertisers have seen a move to more visuals and less of an emphasis on verbal content. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall. So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals.

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This ad for Asics has a strong visual that can be easily used in international markets.

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F I G U R E 6. 6

Types of Appeals

Advertisers have seven different types of appeals they can use. The type of appeal chosen should be based on the creative brief and the objectives of the ad campaign. If a means-end chain has been developed, then ideas on which appeal would work the best can be generated. While almost any appeal can work in any situation, some appeals would be more appropriate than others. In some cases, a particular appeal may be unacceptable to the target audience or to the client.

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Fear Appeal

Appeal strength

Low – not noticed

High – ignored

Moderate – works best

This ad uses a fear appeal to show the negative consequences (severity) of too much sun exposure to children before the age of 18. If the intensity is too low, the ad is ignored and the consequence is not seen as negative. Research has shown that if the fear intensity is too high, individuals tune out the ad, also ignoring it. A moderate level of fear intensity works the best. Does it use just the right amount of fear intensity?

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Humor Appeal

Excellent for getting and keeping attention

Used in 30% of TV and radio ads

Humor causes consumers to

Watch

Laugh

Remember

Humor is an excellent appeal for getting and keeping someone’s attention. Humor is used in about 30% of television and radio ads. Humor causes individuals to stop what they are doing, watch, laugh at, and then remember the ad. In recall tests, consumers most often remembered humorous ads over ads with other types of appeals. The best results occur when the humor is connected naturally with the product.

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Sex Appeal

Breaks through clutter

Use has increased

Not as effective as in the past

Advertisers shifting to more subtle sexual cues.

Sex appeals are often used to break advertising clutter. The use of sex appeals has increased in the United States and in many other countries. The problem is that sex appeals may not carry the impact they used to because children are growing up exposed to sexual themes all around them. As a result, many advertisers are moving to more subtle sexual clues and a softer sexual approach. This ad uses a sex appeal with the female model and the tagline that by drinking Old Orchard, it will be “forever on the lips, never on the hips.”

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Music Appeals

Connects with emotions and memories

Has intrusive value

Gains attention

Increases the retention of visual information

Stored in long-term memory

Music is an important part of advertising. It connects with emotions and generates memories. It has intrusive value and gets attention. Music increases the retention of visual information. It produces higher recall scores and can increase persuasiveness. Music tends to be stored in long-term memory and consumers often tie a particular music or song with a particular brand of product.

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Rational Appeals

Print media and Internet best mediums

Business-to-business

Complex and high involvement products

Rational appeals are based on the hierarchy of effects model and the sequence of steps outlined in the model. It implies active processing of information. Rational appeals work best for print ads where longer copy can be inserted and online where there is very little limit to what copy can be inserted. Rational appeals are common in business-to-business ads, again in print media, especially trade publications. When members of the buying center are searching for information, ads using rationale appeals can be effective. Rationale appeals work well for complex and high involvement products. If a person processes the information in a rationale ad, it is excellent at changing attitudes. The key is will consumers stop and look or listen to the ad and process the information?

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Emotional Appeals

Based on three ideas

Consumers ignore most ads

Rational ads go unnoticed

Emotional appeals are designed to impact the affective component of attitude. Emotional ads are based on three ideas: 1) consumers ignore most ads, 2) rational ads go unnoticed and 3) emotional ads capture attention.

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Trust

Reliability

Friendship

Happiness

Security

Glamour/luxury

Serenity

Anger

Protecting loved ones

Romance

Passion

Family Bonds

F I G U R E 6 . 13

Emotions Used in Advertisements

Advertising creatives have a wide range of emotions from which to choose. It can be love, trust, anger, or any of the other emotions shown on this slide.

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Scarcity Appeals

Based on limited supply

Based on limited time to purchase

Often tied with promotion tools such as contests, sweepstakes, and coupons

Scarcity appeals urge consumers to make a purchase now because of some type of limitation. Often that limitation is limited supply so the product must be purchased before they are all gone. It can be based on limited time. You only have 5 days or one week, or just one hour. Scarcity appeals are often tied to other promotions such as contests, sweepstakes, and coupons. The concept is to encourage customers to take action, now, and not wait, or it will be too late.

Attributes

Benefits

Personal Values

Low fat

Healthy

Self

respect

Wisdom

Calcium

Healthy bones

Comfortable life

Wisdom

Ingredients

Good taste

Pleasure

Happiness

Vitamins

Enhanced

sexual ability

Excitement

Fun

Pleasure

Attributes	Benefits	Personal Values
Low fat	Healthy	Self-respect Wisdom
Calcium	Healthy bones	Comfortable life Wisdom
Ingredients	Good taste	Pleasure Happiness
Vitamins	Enhanced sexual ability	Excitement Fun Pleasure