Advertising Design: Theoretical Frameworks and

Types of Appeals

Composed & Prepared By:Professor Sameer Kulkarni

Associate Professor, HOD (Marketing)

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TYPES OF ADVERTISEMENTS

Product Advertisement

Institutional Advertisements

TYPES OF ADVERTISEMENTS

Product Advertisement

Advertisements that focus on selling a good or service and take three forms: (1)Pioneering (or informational), (2)Competitive (or persuasive), and (3)Reminder.

TYPES OF ADVERTISEMENTSPioneering (or informational)

TYPES OF ADVERTISEMENTSCompetitive (or persuasive) Sterilac Dahi

TYPES OF ADVERTISEMENTSReminder

TYPES OF ADVERTISEMENTSInstitutional Advertisement

TYPES OF ADVERTISEMENTS

Institutional Advertisements

Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service

ScopeScope

• Advertising design Hierarchy of effects model Means-end theory Visual and verbal imaging

• Advertising appeals

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Creative Brief

• The objective• The target audience• The message theme• The support• The constraints

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Advertising Theory

• Hierarchy of effects model

• Means-end chain

• Visual and verbal imaging

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Hierarchy of Effects

• Awareness• Knowledge• Liking• Preference• Conviction• Purchase

Model Attitude

• Cognitive

• Affective

• Conative

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Means-End Chain

• Product attributes• Consumer benefits• Leverage points• Personal values• Executional framework

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Personal Values

• Comfortable life• Equality• Excitement• Freedom• Fun, exciting life• Happiness• Inner peace• Mature love

• Pleasure• Salvation• Security• Self-fulfillment• Self-respect• Sense of

belonging• Social

acceptance• Wisdom

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Advertising Appeals

• Fear• Humor• Sex• Music• Rationality• Emotions• Scarcity

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Advertising Appeals (Fear)

Advertising Appeals (Humor)

Advertising Appeals (Sex)

Advertising Appeals (Music)

Advertising Appeals(Rationality)

Advertising Appeals (Emotions)

Advertising Appeals (Scarcity)

Behavioral Response Model

• Severity• Vulnerability• Negative behavior

Intrinsic reward Extrinsic reward

• Change behaviors Response costs Self-efficacy Response efficacy

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• Used in 30% of ads.• Excellent in capturing

attention.• Score high in recall tests.• Should be related directly to

customer benefit.

Humor Appeal

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• Subliminal techniques• Nudity or partial nudity• Sexual suggestiveness• Overt sexuality• Sensuality

Sex Appeal

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Sex Appeal (Meaning of Subliminal Appealing)

Subliminal Appeal Cocoa Cola More:

Sex Appeal(Subliminal techniques)

Sex Appeal(Subliminal techniques)

Sex Appeal(Subliminal techniques)

© 2004 by August Bullock. From Highlights of The Secret Sales Pitch: An Overview of Subliminal Advertising. All Rights Reserved.

Look at the man’s left hand, the lower hand in the photograph. It is resting gently against the lady’s backbone.

The lady’s backbone has been carefully airbrushed to resemble an erect, male phallus.

It is six and a half inches long in the scale of the photograph. It is circumcised, and the tip of it is about to enter a cylindrical curl formed by the lady’s hair.

© 2004 by August Bullock. From Highlights of The Secret Sales Pitch: An Overview of Subliminal Advertising. All Rights Reserved.

Sex Appeal(Subliminal techniques TV)

Sex Appeal(Nudity or partial nudity)

Sex Appeal(Sexual suggestiveness)

Sex Appeal (Overt sexuality)

Sex Appeal(Sensuality)

Sex Appeal

• Breaks through clutter• Use has increased• Not as effective as in the past• Advertisers shifting to more

subtle sexual cues.

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Sex AppealNudity or Partial Nudity

• Used for wide variety of products• Attracts attention• Not always designed to solicit

sexual response Underwear commercials

• Decorative models

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Released: September 2004

Advertiser: MAXWELL INDUSTRIES

Brand name:

VIP FRENCHIE UNDERWEAR

Agency: OGILVY & MATHER

Country: INDIA

Released: September 2004

Advertiser:

MAXWELL INDUSTRIES

Brand name:

VIP FRENCHIE UNDERWEAR

Agency: OGILVY & MATHER

Country: INDIA

Released: September 2004

Advertiser:

MAXWELL INDUSTRIES

Brand name:

VIP FRENCHIE UNDERWEAR

Agency: OGILVY & MATHER

Country: INDIA

Are Sex Appeals Effective?

Research Results:

Sex and nudity do increase attention. Rated as being more interesting. Often leads to strong feelings about the ad. Brand recall is lower. Often interferes with message comprehension. May impact feelings toward the brand

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Disadvantages of Sex Appeals

• Less influence today• Reduces brand recall• Affects comprehension• Creates dissatisfaction with one’s

body Females Males

• Stereotyping of females

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Frenchie - X Ad

Feeling - Bra Ad

Lux-cozi Ad

• Has intrusive value• Gains attention• Increases retention of visual information• Can increase persuasiveness

Music Appeal

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Nerolac -Song

Nerolac –Song Modified 1

Nerolac –Style Modified 2

Nerolac – Modified (Both)

• Based on hierarchy of effects model.

• Used by business-to-business advertisers.

• Well-suited for Print media Complex products High involvement products

Rational Appeal

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• 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.

Emotional Appeal

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• Based on Limited supply Limited time to purchase

• Tied with promotional tools such as contests, sweepstakes, and coupons.

• Encourage customers to take action.

Scarcity Appeal

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Structure of an Advertisement

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

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