Advertising Theory

Advertising Theory
Communication
Advertising
Influence

Persuasion
Decisions, Decisions: Tactical Communications Options
The Elements of Communication
Communication Model
Medium
Receivers
Feedback
Changing Attitudes Through Communication

Traditional Communications Model Consumer Consumer Consumer Consumer Consumer Medium Message Organization FEEDBACK

Interactive Communications Model Receiver Receiver Receiver Communication Medium Sender Sender Sender The Interactive Communications Model Takes Into Consideration That (1) Consumers Have Many More Choices Available to Them, and (2) Greater Control Over Which Messages They Will Choose to Process.

What is a Response? Building a Long-Term Relationship Reminding Us To Purchase the Product Building Brand Awareness Informing Us About Product Features Buying the Product Types of Customer Responses

Source Effects
Source Credibility
Building Credibility
Source Biases
Knowledge Bias
Reporting Bias
The Source

Source Attractiveness
Source Attractiveness
Star Power: Celebrities As Communications Sources
Cultural Meanings
The Source

Use of Celebrities to Add Attractiveness to Source

“ What Is Beautiful Is Good”
Halo Effect
Social Adaptation Perspective
The Source

“ What Is Beautiful Is Good” Concept in Use in this Ad

Credibility Versus Attractiveness
Social Risk
The Sleeper Effect
Availability-Valence Hypothesis
The Source

Characteristics of a Message Itself Help to Determine Its Impact on Attitudes
Sending the Message
The Message

Vividness
Repetition
Mere Exposure
Habituation
Advertising Wear-Out
Two-Factor Theory
-Familiarity: Liking
-Tedium: Wear-out
The Message

Volkswagen Using Repetition

Constructing the Argument
One- Versus Two-sided Arguments
Supportive Arguments
Two-Sided Message
Refutational Arguments
The Message

Drawing Conclusions
Comparative Advertising
Effective for new products
The Message

Break into small groups and discuss some situations in which using a comparative advertising strategy would be advisable. Discussion Question

Types of Message Appeals
Emotional Versus Rational Appeals
The Message

Lexus Rational Versus Emotional Message Appeals

Come up with two lists of products. The first list should be of products that can easily have an emotional appeal, and the second list should be of products that can easily have a rational appeal. Discussion Question

Sex Appeals
The Message

Take a look at a few ads using “Sex Appeal”, and try to find a few that advertise the benefits of the actual product rather than what is being shown. Discussion Question

Humorous Appeals
Distraction
The Message

Humorous ads grab our attention

Fear Appeals
The Message As Art Form: Metaphors Be With You
Allegory
Metaphor
Resonance
Forms of Story Presentation
Drama Versus Lecture
Transformational Advertising
The Message

The Message as an Art Form
Product or service that has
been personified by a
character. (Jolly Green Giant)
Involves use of explicit
comparison.
(Tony the Tiger = Strength)
Presentation that combines a
play on words with a relevant
picture.
Drama - draws viewer into
the action.
Lecture - source speaks
directly to audience.
Allegory Metaphor Resonance Forms of Story Presentation

The Elaboration Likelihood Model (ELM)
Peripheral Route
The Central Route to Persuasion
Cognitive Responses
The Source Versus the Message: Sell the Steak or the Sizzle?

The Peripheral Route to Persuasion
Peripheral Cues
Support for the ELM Model
Thought Listing
The Source Versus the Message: Sell the Steak or the Sizzle?

The Elaboration Likelihood Model Attention and Comprehension Low-Involvement Processing Communication Belief Change Behavior Change Attitude Change High-Involvement Processing Cognitive Response Belief and Attitude Change Behavior Change Central route Peripheral route

Effects of Visual and Verbal Components of Advertisements on Brand Attitudes Brand Attitudes Attitude Toward the Advertisement Visual Component of Advertisement Beliefs About Product Attribute Verbal Component of Advertisement

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Advertising Theory

by Mark Curphey on Feb 25, 2007

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