ADV319 - ch 8
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ADV319 - ch 8
- 1. Chapter 8 Attitude Change and Interactive Communications
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- 4. Scarcity—BMW
- 5. Scarcity—BMW
- 6. Model as Authority in Ad
- 7. Product/Brand as Authority in Ad
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- 9. Consistency—Still Shaving Like a Man?
- 10. Commitment—Wild Animal Protection
- 11. Commitment—FedEx
- 12. Commitment—FedEx
- 13. Liking—BMW
- 14. Liking—Perrier
- 15. Consensus
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- 30. Two-Sided Message in Ad
- 31. Two-Sided Message in Ad
- 32. Oral-B presents a two-sided message. Tells you that your teeth won’t be three times healthier, but they will be a lot healthier, with less plaque due to the micro-textured bristles.
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- 57. Dual Component of Brand Attitudes Figure 8.3
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- 73. Uses mild fear appeal to promote tooth brushing.
- 74. This ad uses both emotion (sadness) and fear (that one’s child, friend sibling may be killed) to argue for gun control.
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- 77. Metaphor
- 78. Metaphor
- 79. Metaphor
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- 81. Simile
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- 83. Resonance
- 84. Resonance
- 85. Examples of Advertising Resonance Table 8.3 Pepsi bottle cap lying on the sand “ This Year, Hit the Beach Topless” Pepsi Woman’s dress bunched up on her back due to static “ Is There Something Creeping Up Behind You?” Bounce fabric softener Man holding a shock absorber “ Out Lifetime Guarantee May Come as a Shock” Toyota auto parts Chocolate kisses with hotel names underneath each “ This Year, We’re Unwrapping Suites by the Dozen” Embassy Suites Visual Headline Product
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