ADVERTISING:
Insights from Communication
and Persuasion Research
July 17, 2016
Advertising
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THE COMMUNICATION PROCESS
• The first model of communication:
Source
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Message
Advertising
Receiver
2
THE COMMUNICATION PROCESS
• A second model of communication:
Fields of Experience
Sender
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Meaning
Advertising
Receiver
3
THE COMMUNICATION PROCESS
• A third model of communication:
Sender Encoding
Message
(Meaning)
Decoding
Receiver
(Meaning)
Feedback
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Advertising
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The Semiotic Perspective
3 parts to every marketing message
Object
Brand such as
Marlboro
Sign or symbol
representing
intended
meaning
(Cowboy)
Interpretant/
intended meaning
(masculine,rugged
individualistic)
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Symbolic meaning?
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INVOLVEMENT
Decoding is ACTIVE
• That is, it requires EFFORT
• When can you expect people to spend effort?
• 1. When they CARE about what you’re saying
• personal relevance
This is the concept of INVOLVEMENT
The personal relevance of the product
interest, price
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Elaboration Likelihood Model
• Petty & Caccioppo
• Two questions:
• Motivation to process?
• Ability to process?
• When YES to both: HIGH elaboration
• Central cues
• product
• When NO: LOW elaboration
• Peripheral cues • source or ad
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Alternative Response Hierarchies
Involvement with Topic
High
Low
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High
Learn
Feel
Do
Low Involvement
Model
Learn
Dissonance/
Attribution Model
Low
Product
differentiation
Learning Model
Do
Feel
Learn
Do
Feel
Advertising
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Activity
• Develop THREE ads for toothpaste
• using ALL 3 hierarchies:
• High
• Dissonance
• Low
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Advertising
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Quote of the Day
If your advertising goes unnoticed,
everything else is academic.
• William Bernbach
(DDB)
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Advertising
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