Advertising Design:
Theoretical Frameworks
and Types of Appeals
Chapter 6
Adweek Media and Harris
Interactive Survey
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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:
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The objective
The target audience
The message theme
The support
The constraints
Hierarchy of Effects Model
Awareness
Cognitive
Knowledge
“Attitudes”
From Ch. 3
Affective
Liking
HEM
Conative
Preference
Conviction
Purchase
Means-End Chain
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Product attributes
Consumer benefits
Leverage points
Personal values
Executional framework
Personal Values
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Comfortable life
Equality
Excitement
Freedom
Happiness
Inner peace
Mature love
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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
Product
Attributes
Executional Framework
Leverage
Point
Consumer
Benefits
Personal
Values
Means-End Chain for Milk
Attributes
Benefits
Low Fat
Healthy
Calcium
Ingredients
Vitamins
Personal Values
Self Respect
Wisdom
Healthy Bones Comfortable Life
Wisdom
Good Taste
Pleasure
Happiness
Enhanced sexual
Excitement
ability
Fun
Pleasure
F ig 6 . 3
Advertising Appeals
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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
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Used in 30% of ads.
Excellent in capturing attention.
Score high in recall tests.
Should be related directly to
customer benefit.
Sex Appeal
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Subliminal techniques
Nudity or partial nudity
Sexual suggestiveness
Overt sexuality
Sensuality
Sex Appeal
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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
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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
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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
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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
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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.