Advertising Design Theoretical Frameworks and Types of AppealChapter 7 with Duane Weaver

OUTLINE

Silence is Golden Creative Brief Advertising Theory Types of Advertising Appeals

SILENCE IS GOLDEN

Using white space in Print Using white space in Radio Using white space in TV

Creative Brief - revisited

Objectives Target Audience Message Theme Support Constraints

Advertising Theory

Hierarchy of Effects ModelSix steps of persuasion:1. 2. 3. 4. 5. 6.

Awareness Knowledge Liking Preference Conviction Purchase

MeansMeans-End TheoryMECCAS = means end conceptualization of Components for Advertising Strategy1. 2. 3. 4. 5.

Products Attributes Consumer Benefits Leverage Points Personal Values Executional Framework

Advertising Theory

Verbal vs. Visual Element of an Ad

Verbal = greater emphasis on words central ELM route Visual = stored both as pics and words in brainthis dual processing increases recall

Types of Advertising Appeals

Fear Humour Sex Music Rationality Emotions Scarcity

Examples from memory? Write one down.

THANKS!