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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?