VIEWS: 0 PAGES: 8 POSTED ON: 4/27/2014
Advertising Design Theoretical Frameworks and Types of Appeal Chapter 7 with Duane Weaver OUTLINE n Silence is Golden n Creative Brief n Advertising Theory n Types of Advertising Appeals SILENCE IS GOLDEN n Using white space in Print n Using white space in Radio n Using white space in TV Creative Brief - revisited n Objectives n Target Audience n Message Theme n Support n Constraints Advertising Theory n Hierarchy of Effects Model n Six steps of persuasion: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction 6. Purchase 1. Means-End Theory 1. MECCAS = means end conceptualization of Components for Advertising Strategy 1. Products Attributes 2. Consumer Benefits 3. Leverage Points 4. Personal Values 5. Executional Framework Advertising Theory n Verbal vs. Visual Element of an Ad n Verbal = greater emphasis on words – central ELM route n Visual = stored both as pics and words in brain…this dual processing increases recall Types of Advertising Appeals n Fear n Humour n Sex n Music n Rationality n Emotions n Scarcity Examples from memory? Write one down. THANKS!
"Advertising Design Theoretical Frameworks and Types of Appeal"