Ineffective AdvertisementTeam 1

MANAGERIAL COMMUNICATION -

PERSUASIVE MESSAGES

• Ad - More of an entertainment rather than driving home the message

• Medium – Non verbal communication• Use of Medium – Incomplete• Indirect approach• Absence of rational appeal• Initial impression misleads audience

ANALYSIS

• Car’s features - Not emphasized• Absence of evidence – Buying the car• Absence of strategy

ANALYSIS

• Opening – Attention Gaining• Body – Clear request

Persuasive Language‘You’ viewpoint

• Closing – Recall appealGoodwill

MESSAGE PLAN

• ‘Darth Vader’ concept

• Trying to levitate objects

• ‘Controlling’ Volkswagen

• A ‘sad child’ concept

• Watching cars go by the house

• Hugging the car

Ineff ective Volkswagen Ad

Eff ective Volkswagen Ad

COMPARISONS

• Meaningful and attractive opening• Unambiguous and persuasive message• Rational and emotional appeal• Medium of communication – Direct• Tagline reiterates the message by using

a catchy punch line

EFFECTIVE AD – INDIGO MANZA

THANK YOU