Advertising Design
Theoretical Frameworks and
Types of Appeal
Chapter 7 with Duane Weaver
OUTLINE
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Silence is Golden
Creative Brief
Advertising Theory
Types of Advertising Appeals
SILENCE IS GOLDEN
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Using white space in Print
Using white space in Radio
Using white space in TV
Creative Brief - revisited
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Objectives
Target Audience
Message Theme
Support
Constraints
Advertising Theory
Hierarchy of Effects Model
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Six steps of persuasion:
1.
2.
3.
4.
5.
6.
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
Means-End Theory
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MECCAS = means end conceptualization of Components for
Advertising Strategy
1.
2.
3.
4.
5.
Products Attributes
Consumer Benefits
Leverage Points
Personal Values
Executional Framework
Advertising Theory
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Verbal vs. Visual Element of an Ad
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Verbal = greater emphasis on words – central ELM
route
Visual = stored both as pics and words in
brain…this dual processing increases recall
Types of Advertising Appeals
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Fear
Humour
Sex
Music
Rationality
Emotions
Scarcity
Examples from memory? Write one down.
THANKS!