This document discusses various theoretical frameworks and types of advertising appeals. It covers the hierarchy of effects model, which outlines six steps consumers move through when making a purchase. It also discusses the means-end chain model, which suggests ads should link a product's attributes to consumer benefits and personal values. Additionally, it examines the use of visual and verbal images in ads, noting images tend to be better remembered. The document then analyzes seven common advertising appeal types: fear, humor, sex, music, rationality, emotions, and scarcity.

1. Chapter – Six
Prof.( Dr.) Kao Kveng Hong, PhD, D.Litt.
Advertising Design: Theoretical
Frameworks and Types of Appeals
Additional Document

2. Ask this questions to yourself
?
 Which Advertising message
made the biggest impression on
you in the past 5 years ?
 Why you like that ad?
 International ad or Local ad ?
 Did you end up buying that
product or service ?

3. Remember this …….
 People need to do more than just enjoy what they
see.
 We are not making a movie.
 The ad should change consumer’s behaviors and
attitudes.
 Atleast viewers should remember the good and
service being advertised.

4. Advertising Theory
 For advertising design we use 3
theoretical approaches:
 Hierarchy of Effects Model
 Means-end Chain Model
 Visual and Verbal Images

5. Advertising Theory
 Leverage Point – It moves the
consumer from understanding a
product’s benefits to linking
those benefits with personal
values.

6. Hierarchy of Effects Model
 Hierarchy of Effects Model states that there are six
steps a consumer or a business buyer moves
through when making a purchase:
Awareness Knowledge Liking Preference Conviction
Actual
Purchase

7. Hierarchy of Effects Model
 The theory states that these 6 steps are sequential.
 However, there can be instances where the order is not
maintained
 Impulse buying
 Coupons or discounts may trigger purchase where there
was no conviction
 For commodities, might not even know the name of the
brand bought
 It has similarities with theories about attitude and
attitudinal changesCognitive Affective Conative

8. To Encourage the Brand
Loyalty
 All six steps must be included.
 Customers wont be loyal to a
particular brand without sufficient
knowledge.
 You need to ensure that
purchasers must like your brand
and build a strong preference for
it.
 Strong convictions that particular
brand is superior than other
brands in the market.

9. Means-End Theory
 This approach suggests that an advertisement should
contain a message or means that leads the consumer to
a desired end state.
 These end states include the personal values like:
comfortable life equality excitement,
freedom happiness fun
inner peace mature love personal
accomplishment,
pleasure salvation security
self-fulfillment self-respect sense of
belonging

10. MECCAS
 MECCAS – Means-End Conceptualization of
Components for Advertising Strategy
 The model suggests using 5 elements in creating
ads
 Product’s attributes
 Consumer benefits
 Leverage points
 Personal values
 Executional framework
.

11. MECCAS – for milk
Low Fat Healthy
Self
respect
Wisdom
Calcium
Healthy
bones
Comfortabl
e life
Wisdom
Ingredients Good taste
Pleasure
Happiness
Vitamins
Enhanced
sexual
ability
Excitement
Fun
Pleasure

12. Verbal and Visual Images
 Visual images
 more favorable attitudes towards both
the advertisement and the brand
 tend to be more easily remembered
than verbal copy
 they are stored in the brain as both
pictures and words – dual coding
makes it easier to recall
 stored in both left and right side of
brain – verbals get stored only in left
side of brain
 concrete pictures have better recall

13. Visual Esperanto
 Global advertising agencies try to
create visual esperanto, a
universal language.
 They realize that visual images are
more powerful than verbal
descriptions.
 Finding the right image is the most
important task in creating visual
esperanto.
 The goal is to create a brand

14. Types of Advertising Appeals

15. Types of Advertising Appeals
 7 different types of appeals have been found to be the
most successful
 Fear
 Humor
 Sex
 Music
 Rationality
 Emotions
 Scarcity
.

16. Fear
 Life insurance companies –
consequence of not being
insured
 Mouthwash and shampoo – bad
breath and dandruff
 It has been found that low
levels of fear in ads tend to go
unnoticed, while if it is too high,
people become anxious and
switch channels. So a
moderate level of fear works
best!

24. Behavioral Response Model
Intrinsic
and
Extrinsic
rewards
Response
costs
Severity
Vulnerability
Self-
Efficacy
Response
Efficacy
Behavior
Change or
Action
Negative
Consequence
Positive
Consequence
Negative
Behavior or
Incident

25. Humor
 Humor is one of the best techniques for cutting
through clutter
 The success of humor as an ad appeal is based on 3
things. Humor causes consumers to
 Watch
 Laugh
 And most importantly, Remember!
 To be successful, humor should be connected to the
product’s benefits
 Fevicol

33. Humor
 When humor fails, it is usually because the joke in the ad
is remembered, but the product is forgotten
 Older generations do not appreciate humor at somebody
else’s expense
 Humor is cultural
 Humorous ads are difficult to design
 When humor doesn’t work, it often creates a negative
image for the company

34. Sex
 Sex no longer sells the way it used to – it no longer
has shock value
 Today’s teens are growing up in societies immersed in
sex
 Seeing yet another sexually oriented ad gets very little
attention
 Sexuality has been used in ads in 5 different ways
 Subliminal techniques
 Nudity or partial nudity – Victoria’s Secret
 Overt sexuality - Axe
 Sexual suggestiveness -
 Sensuality – Slice’s Aamsutra

40. Does Sex Sell?
 Studies indicate that sex and nudity increases attention,
regardless of the gender of the individual in the ad or the gender of
the audience
 The attention is greater for opposite sex situations than same-sex
situations
 In order to get the attention of both the male and the female, many
companies promote using models of both gender
 Brand recall is much lower for such ads, compared to other
appeals
 Considered interesting, and controversial

41. Criticism of Sex Appeal
 Cognitive impression made on viewers depends on whether
the viewer finds the ad pleasant or offensive
 If found pleasant, it will result in a positive impression of the
brand
 Social tolerance about using sex tends to swing over the
years
 Currently, the society is swinging towards being conservative
in the first world – studies in this part of the world are not that
well known
 What is your take on the matter?

42. Musical Appeals
 Extremely important advertising
ingredient
 Helps capture the listener’s attention
 Easily linked to emotions, memories
and other experiences
 Examples: Coca Cola, Nescafe
 Music is also considered more
persuasive
 Much higher recall
 If you can’t say anything, sing it! –
David Ogilvy

43. Musical Appeals
 Decisions regarding selection of
music for ad include:
 What role will music play in the ad?
 Will a familiar song be used, or will
something original be created?
 What emotional pitch should the
music reach?
 How does the music fit with the
message of the ad?

44. Rational Appeals
 Follows the hierarchy of effects stages
 If ad is oriented to the knowledge stage, it will transmit basic
product information.
 In the preference stage, the ad shifts to presenting logical
reasons why one particular brand is superior
 A rational ad leads to a stronger conviction about a product’s
benefits, so that the purchase is eventually made
 Consumers need to actively process the information being
presented

47. Rational Appeals
 Most effective in the print media – it
allows readers greater opportunities to
process copy information
 Logic dictates that rational appeal should
work for high-involvement and complex
products

48. Emotional Appeals
 Trust
 Reliability
 Friendship
 Happiness
 Security
 Glamour – Luxury
 Serenity
 Anger
 Protecting loved ones
 Romance
 Passion
 Family bonds
 With parents
 With siblings
 With children
 With extended family
members

50. Scarcity Appeals
 Urges consumers to buy a particular product because
of a limitation
 Available for a limited time, or limited edition, etc.
 Often tied to other promotional tools – limited price
discount offer till stocks last
 The primary benefit – they encourage consumers to
take action

51. Structure of an Advertisement
 Majority of ads prepared tend to contain 5 elements
 The promise of a benefit, or the headline
 Spelling out of the promise, a subheadline
 Amplification
 Proof of the claim
 Action to take

52. Any Questions?