This document discusses several advertising theories including the hierarchy of effects model, means-end theory, and visual and verbal imagery. The hierarchy of effects model outlines six steps consumers go through to purchase a product from awareness to purchase. Means-end theory examines how advertisements link product attributes to personal values through a means-end chain. Visual and verbal imagery analyzes the emphasis on visual versus verbal elements in ads and how visuals lead to more favorable attitudes. Examples are provided for each theory to illustrate how advertisers apply these concepts.

1. Introduction to Advertising
Advertisement Analysis based on
Theories
By- Madhu Yamini

2. Advertising Theories
Hierarchy of
Effects model
Means End
Theory
Visual and
Verbal Imagery

3. Hierarchy of effects
 A consumer moves through a series of six steps to be convinced of the
purchase–
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase

4. Example 1- “Lifebuoy se haath dhoya
kya”
 Lifebuoy came up with the
roti reminder which caught
consumer’s attention. They
stamped millions of rotis with
its hand washing message at
Kumbh mela.
 It also placed soap in the
washroom of eateries.
 They gained huge media
coverage.

5. Example 2 – Micromax Turbo
 Awareness – Released teaser
starring Hugh Jackman where he
tells the story of a “Hero in
everyone’s life”. A voiceover said
“Presenting the revolutionary new
Canvas Turbo – Juggling many lives.
 Knowledge – high speed processor
makes multitasking easier.
 Liking - For the first time A prominent
Hollywood actor was made the
brand ambassador for an Indian
brand.
 Preference- More features. Less
price
 Conviction
 Purchase

6. Means End Theory
 An advertisement contains a
message/means to lead the
consumer to a desired end state.
 Means End Chain causes a chain
reaction, where viewing the ad leads
the consumer to believe that
product will achieve one of the
personal values.
 MECCAS model suggests five
elements in creating ad- Product’s
attributes, Consumer benefits,
Leverage Point, Personal values and
Executional Framework.
Personal Values
Comfortable life
Equality
Excitement
Freedom
Fun, Exciting Life
Happiness
Inner Peace
Personal
accomplishment
Pleasure
Salvation
‘Security
Self Fulfillment
Self Respect
Sense of Belonging
Social Acceptance
Wisdom

7. Example 1- GOOGLE Reunion Ad
 “Reunion”- an ad depicting
two childhood friends who are
reunited following their
separation during the partition
of India and Pakistan went
viral online.
 The advertisement explains
how the two friends are
brought together again by
their grandchildren using
Google searches.
 Personal values- Happiness,
Peace, Sense of Belonging

8. Example 2- Airtel “Har ek Friend Zaroori Hota
hai”
 Targeting the youngsters (the
age group which uses maximum
voice and data services. The ad
focused on the building the
brand and telling they are the
best service provider.
 Benefits - Lazy friend- easy
recharge and online bill
payment
 Proxy friend- Career guidance
 Kadkee friend – Talk time transfer
 Status update friend- update FB
status
 Personal value- fun, exciting life,
happiness, social acceptance

9. Verbal and Visual Imagery
 The model determines degree of emphasis given to visual elements v/s
the verbal elements in the ad.
 Verbal ad is the central route of brain function.
 Visual images of the ad is processed by the peripheral route.
 Visual images lead to more favorable attitudes towards ad and brand.
 High recall value

10. Example 1- DIESEL “Be Stupid”
 Diesel AD Campaign “Be stupid” Launched in 2010 that in many ways,
being stupid translates to living on the edge and taking risks. The ads
used catchy and memorable visuals with interesting captions.

11. Example 2-
Heinz Ketchup
 The ad signifies that Heinz
ketchup is all natural and
made mostly of tomatoes
when we all know that its like
75 percent tomato and the
rest is sugar and water. But
the ad really conveys the
point by displaying the
ketchup bottle as being
made up of slices of
tomatoes.

12. Thank You