Advertising Design:

Theoretical Frameworks
and Types of Appeals

Chapter 6
 Chapter Objectives
1. Understand the various advertising
theories.
2. Consider the roles attitudes and
values play in developing messages.
3. Integrate visual and verbal elements
into an effective advertisement.
4. Identify the various appeals and when
each is used.
5. Create quality advertisements for b-
to-b and international markets.

6-2
Whites, or Colors?

• White space

• Silence

• Colors
6-3
Creative Brief
• The objective
• The target audience
• The message theme
• The support
• The constraints

6-4
 Advertising Theory

• Hierarchy of effects model

• Means-end chain

• Visual and verbal imaging

6-5
 Hierarchy of Effects
Model Attitude
• Awareness • Cognitive
• Knowledge
• Liking • Affective
• Preference
• Conviction • Conative
• Purchase

6-6
 Means-End Chain
• Product attributes
• Consumer benefits
• Leverage points
• Personal values
• Executional framework

MECCAS
Means-End Conceptualization of Components of Advertising

6-7
 Personal Values
• Comfortable life • Pleasure
• Equality • Salvation
• Excitement • Security
• Freedom • Self-fulfillment
• Fun, exciting life • Self-respect
• Happiness • Sense of belonging
• Inner peace • Social acceptance
• Mature love • Wisdom

6-8
Verbal and Visual Elements
• Balance
• Visual processing
 Easier to recall
 Stored as pictures and words
 Concrete vs. abstract
• Radio visual imagery
• Visual esperanto
• B-to-B advertisements

6-9
Advertising Appeals

• Fear
• Humor
• Sex
• Music
• Rationality
• Emotions
• Scarcity
6 - 10
Behavioral Response Model
• Severity
• Vulnerability
• Negative behavior
 Intrinsic reward
 Extrinsic reward
• Change behaviors
 Response costs
 Self-efficacy
 Response efficiency
6 - 11
 Humor Appeal
• Used in 30% of ads.
• Excellent in capturing attention.
• Score high in recall tests.
• Should be related directly to
customer benefit.

6 - 12
 Sex Appeal
• Subliminal techniques
• Nudity or partial nudity
• Sexual suggestiveness
• Overt sexuality
• Sensuality

6 - 13
 Music Appeal
• Has intrusive value
• Gains attention
• Increases retention of visual
information
• Can increase persuasiveness

6 - 14
 Rational Appeal
• Based on hierarchy of effects model.
• Used by business-to-business
advertisers.
• Well-suited for
 Print media
 Complex products
 High involvement products

6 - 15
 Emotional Appeal
• Based on three ideas:
 Consumers ignore most ads
 Rational ads go unnoticed
 Emotional ads can capture attention
• Key to developing brand loyalty.
• Effie Awards – humor and emotions.
• Use more in b-to-b advertising.
• Works well when tied to other appeals.

6 - 16
 Scarcity Appeal
• Based on
 Limited supply
 Limited time to purchase
• Tied with promotional tools such as
contests, sweepstakes, and coupons.
• Encourage customers to take action.

6 - 17
Structure of an Advertisement

• Headline
• Sub-headline
• Promise of a benefit
• Amplification
• Proof of claim
• Action to take

6 - 18