Advertising Theory Communication Advertising Influence

Communication

Advertising

Influence

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

Persuasion

Decisions, Decisions: Tactical Communications Options

The Elements of Communication

Communication Model

Medium

Receivers

Feedback

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 Effects

Source Credibility

Building Credibility

Source Biases

Knowledge Bias

Reporting Bias

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

Source Attractiveness

Source Attractiveness

Star Power: Celebrities As Communications Sources

Cultural Meanings

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”

Halo Effect

Social Adaptation Perspective

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

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

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

Credibility Versus Attractiveness

Social Risk

The Sleeper Effect

Availability-Valence Hypothesis

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

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

Sending the Message

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

Vividness

Repetition

Mere Exposure

Habituation

Advertising Wear-Out

Two-Factor Theory

-Familiarity: Liking

-Tedium: Wear-out

Volkswagen Using Repetition

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

Constructing the Argument

One- Versus Two-sided Arguments

Supportive Arguments

Two-Sided Message

Refutational Arguments

Drawing Conclusions Comparative Advertising Effective for new products The Message

Drawing Conclusions

Comparative Advertising

Effective for new products

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

Types of Message Appeals

Emotional Versus Rational Appeals

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

Sex Appeals

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 Appeals

Distraction

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

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 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

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.

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 Elaboration Likelihood Model (ELM)

Peripheral Route

The Central Route to Persuasion

Cognitive Responses

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 Peripheral Route to Persuasion

Peripheral Cues

Support for the ELM Model

Thought Listing

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