LETS WATCH A

COMMERCIAL
WHAT DID YOU FEEL
AFTER WATCHING
THE
ADVERTISEMENT?
WHAT DO YOU THINK
IS THE
ADVERTISEMENT
TRYING TO TELL?
WHAT DID YOU FEEL
AFTER WATCHING
THE
ADVERTISEMENT?
WHAT DO YOU THINK
IS THE
ADVERTISEMENT
TRYING TO TELL?
 PPEAL OF
E A A

DS
TH

Presented by Ms. Jherica Surell

 According to Beckert (1992) the
WHAT IS message of an ad is a combination of a
claim and an image.

THE The claim is what the advertiser says

about the product.

APPEAL One type of claim may be

informational, providing specific facts

OF ADS? about the product - what it’s made of,

how it works, how much it costs. Store
ads and ads in catalogs are frequently
of this type.

WHAT IS Another type of claim may attempt

product differentiation to show how

THE this product is different from similar

products - why you should buy this

APPEAL toothpaste, perfume, gasoline, or cereal

rather than another brand.

OF ADS?

WHAT IS
THE
APPEAL
OF ADS?
 The IMAGE is the visual part of

WHAT IS
the ad or more broadly, the
feeling that the advertiser

THE
wants the viewer or reader to
associate with the product or

APPEAL
services.

OF ADS?
 Many claims are essentially
meaningless.
“There’s no other soft drink like it”
could be true, but it's probably also
true of the competition.
“Lamig Mints taste like a whiff of
the rain” leaves us asking, “What
does rain taste like anyway?”
“The shampoo with a touch of
calamansi blossoms” fails to tell us
what a calamansi blossoms have to
do with clean hair.

 Some claims try to flatter you:

“You’ve made it at last - now treat
yourself to gold” or
“Makisig men’s clothes - because
you deserve the best.”

By appealing to your vanity, the

advertiser wants you to associate the
product with feeling good about
yourself
 Some claims try to flatter you:
“You’ve made it at last - now treat
yourself to gold” or
“Makisig men’s clothes - because
you deserve the best.”

By appealing to your vanity, the

advertiser wants you to associate the
product with feeling good about
yourself
 Some claims are rooted in so-called
scientific evidence or special
ingredients, but unless you know all the
facts, it is wise not to take such claims
seriously.
 “Nine out of ten doctors surveyed
recommend End-Itch for those
annoying mosquito bites” offers no
proof that rigorous polling methods
were used. A hundred doctors could
have been surveyed, but they may
have chosen to highlight 10 of the
responses.
LETS EVALUATE
AN
ADVERTISEMENT
 WHAT IS THIS AD
CLAIMING ABOUT THE
PRODUCT?
 WHAT IMAGE DOES
THIS AD WANTS THE
CONSUMERS TO SEE?
 WHAT IS THIS AD
CLAIMING ABOUT THE
PRODUCT?
 WHAT IMAGE DOES
THIS AD WANTS THE
CONSUMERS TO SEE?