© 2007 prentice hall 6-1 white or color? how important is white space in a print advertisement?...

© 2007 Prentice Hall 6-1

White or Color?

• How important is white space in a print advertisement?

• What impact does silence have in a television or radio ad?

• How important is color in a print ad?

• What are the popular colors today?Discussion Slide

6

“Open Windows Apps on Linux”

http://www.netraverse.com/


Chapter Overview

• Advertising design• Hierarchy of effects model• Means-end theory• Visual and verbal imaging

• Advertising appeals

Advertising Design: Theoretical Frameworks and Types of Appeals6


• The objective• The target audience• The message theme• The support• The constraints

F I G U R E 6 . 1

Creative Brief


Hierarchy of Effects Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Affective

Conative


Means-End Chain

ProductAttributes

ConsumerBenefits

LeveragePoint

PersonalValue

Executional Framework


Comfortable life Equality Excitement Freedom Fun, exciting life Happiness Inner peace Mature love Personal accomplishment

Pleasure Salvation Security Self-fulfillment Self-respect Sense of belonging Social acceptance Wisdom

F I G U R E 6 . 2

Personal Values


Attributes Benefits Personal Values

Low fat Healthy Self-respect Wisdom

Calcium Healthy bones Comfortable life Wisdom

Ingredients Good taste Pleasure Happiness

Vitamins Enhanced sexual ability

Excitement Fun Pleasure

F I G U R E 6 . 3Means-End Chain for Milk


Attributes Benefits Personal Values

Internet Robust samples Job security

Speed Quicker results Self-fulfillment

Expertise Actionable information

Wisdom Social acceptance

Experience Reliability Job security

F I G U R E 6. 4B-to-B Means-End Chain for Greenfield Online


Verbal and Visual Elements

• Balance• Visual processing

• Easier to recall• Stored both as pictures

and words• Concrete vs. abstract

• Radio visual imagery• Visual esperanto• B-to-B advertisements


Advertising Appeals

• Fear• Humor• Sex• Music• Rationality• Emotions• Scarcity


Fear Appeal

A television advertisement by the Connecticut Department of Health using a fear appeal.

Click picture to play video


Fear Appeal

What level of fear is appropriate?


F I G U R E 6 . 5Behavioral Response Model


Humor Appeal


Humor Appeal

• Used in 30% of all advertisements.• Excellent at capturing attention.• Score high in recall tests.• Should be related directly to

customer benefit.


Sex Appeal

• Subliminal techniques• Nudity or partial nudity• Sexual suggestiveness• Overt sexuality• Sensuality


Are Sex Appeals Effective?

Discussion Slide

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.

What about the issue of decorative models?

Does sexually oriented advertising perpetuate dissatisfaction with one’s body?


• The presence of female (or male) decorative models improves ad recognition, but not brand recognition.

• The presence of a decorative model influences emotional and objective evaluations of the product among both males and female audiences.

• The presence of an attractive model produces higher purchase intentions when the product is sexually relevant than if it was not sexually relevant.

• Attractive models produce a higher level of attention to ads than less attractive models.

F I G U R E 6 . 7Factors to Consider Before Using Decorative Models


Using Sex Appeals Effectively

• Be aware of differences in the international arena.

• Should be an integral part of the product.• Should utilize a variety of models in terms of

age, size, ethnicity, and gender.• Should consider using “regular person” models.• Be careful sex does not overpower

advertisement.• Consider shifting to more sensuality.


This Finnish ad, promoting tourism to Helsinki, stays away from overt sexuality.

Instead, it focuses on a more sensual approach.


• Like a good neighbor, State Farm is there.• Feel like a woman (Revlon).• Come see the softer side of Sears.• The ABC News theme (also used in commercials for

the news).• I am stuck on Band-Aids, cause Band-Aid’s stuck on

me.

See if you can think of the tune that matches each of the following taglines:

F I G U R E 6 . 8

Tunes and Taglines


Music Appeals• Has intrusive value.• Gains attention and increases the retention of visual

information.• Can increase persuasiveness of an advertisement.

• What role will music play?• Will a familiar song be used or new song created?• What emotional feeling should song solicit?• How does the music fit with the message of the ad?

Design Questions:


Music Appeal

The TV advertisement for Matt’s uses a musical appeal with a jingle written specifically for the ad.

Click on picture to play video.


10 Songs Most Likely to Get Stuck in Your Head

1) “Chili’s (Baby Back Ribs)”2) “Who Let the Dogs Out?”3) “We Will Rock You”4) “Gimme a Break,” Kit Kat bar jingle5) Theme from “Mission Impossible”6) “YMCA”7) “Whoomp! There It Is”8) “The Lion Sleeps Tonight”9) “It’s a Small World After All”10) “Macarena (Bayside Boys Mix)”

“10 Songs Most Likely to Get Stuck in Your Head,” Advertising Age, Vol. 75, No. 21 (December 20, 2004), p. 12.


Rational Appeals

• Based on hierarchy of effects model.• Print media is well suited for rational appeals.• Used by business-to-business advertisers.• Well suited for complex and high involvement

products.


Emotional Appeals• Based on three ideas:

• Consumers ignore most ads.• Rational ads go unnoticed.• Emotional ads can capture attention.

• Creatives believe is key to developing brand loyalty.

• Effie Awards – humor and emotions• B-to-B advertisements using more

emotional appeals.• Works well when tied with other appeals.


This ad for a nonprofit animal rights and rescue group draws on viewers’ sympathies toward animals.


TrustReliabilityFriendshipHappiness

SecurityGlamour/luxury

SerenityAnger

Protecting loved onesRomancePassion

Family Bonds* with parents*with siblings* with children

*with extended family members

F I G U R E 6 . 9Emotions Used in Advertisements


This ad by iparty.com reminds viewers of the fickle nature of children.

Emotional Appeal


Super BowlAppeals• Best Ads

• 76% used humor• 67% used emotions• 5% used rational

• Worst Ads• 26% used humor• 33% used humor• 94.9% used rational

Festive Occasion


Scarcity Appeals

• Based on limited supply.• Based on limited time to purchase.• Often tied with promotion tools such

as contests, sweepstakes, and coupons.

• Encourages customers to take action.


Scarcity Appeals

Click picture to play video

An ad by Diamond Security using a scarcity appeal.


Evaluate thisadvertisement interms of:

1. Use of white space.

2. Visual versus verbal content.

3. Type of appeal used.

Discussion Slide


Structure of an Advertisement

• Headline• Subheadline• Promise of a benefit• Amplification• Proof of claim• Action to take

© 2007 prentice hall 6-1 white or color? how important is white space in a print advertisement?...

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