Post on 13-Aug-2015
MESSAGE APPEAL
The Role of Celebrity Endorsers in Advertising
The Role of Humor in Advertising
The Use of Sex in Advertising
Appeals to Consumer Fears
Appeals to Consumer Guilt
The Functions of Music in Advertising
1. The Role of Celebrity Endorsers in Advertising
Television stars, movie actors, famous athletics, and even dead personalities are widely used to endorse brands
Advertisers and agencies are willing to pay huge salaries
T ETrustworthiness Expertise Physical Attractiveness
Similarity
A
SR Respect
The “No Tears” Approach
Celebrity and Audience Matchup
Celebrity and Brand Matchup
Celebrity Credibility
Celebrity Attractiveness
Cost Consideration
Working Ease or Difficulty Factor
Saturation Factor
The Trouble Factor
2. The Role of Humor in Advertising
What is Humor?Humor is the tendency of particular cognitive experiences to provoke laughter and provide
amusement.
Humor in advertisingEffective for the purpose of attracting
attention to advertisement and creating brand awareness
Effect of Humor in advertising (positive )
attracting attention to advertisement customer’s recall of message points
Enhance liking of both advertisement and advertised brand
Not necessarily harm comprehension Does not offer an advantage over nonhumor at increase
persuasion not enhance sourced credibility
More successfully established rather than new product
Effect of Humor in advertising (negative )
Effective only when consumers’ evaluations of the advertised brand are already positive
Effect of humor can differ due to differences in audience and geographical characteristics
Humorous message may be so distracting that receivers ignore the message content
3. Appeals to Consumer Fears
CONSUMER FEARS
people have fears, rational as well as irrational, attempt to motive consumers to process information and to take action by appealing to their fears
identify the negative consequences of either:
1) not using the advertised brand
2) engaging in unsafe behavior
Fear Appeal Logic
appeals to consumer fears will stimulate audience involvement with a message and thereby promote acceptance of message arguments.
SOCIAL DISAPPROVAL
mouthwashes, deodorants, toothpastes, and other products appeal to fears
PHYSICAL DANGER
Smoke detectors, automobile tires, driving under alcohol or drugs used by advertisers to induce fear of physical danger.
4. Appeals to Consumer Guilt
attempt to trigger negative emotions. People feel guilty when they break rules, violate their own standards or beliefs, or
behave irresponsibly.
powerful because they motivate emotionally mature individuals to undertake responsible action leading to a
reduction in the level of guilt.
Appeal to guilt and attempt to persuade prospective customer
Ineffective when it is lack credibility or having manipulate intentions
5. The Use of Sex in Advertising
Something that people generally approach rather than avoid Used frequently
Role of sex play in advertising
stopping power role of
sex
Enhance recall of message
points.
Evoke emotional responses
Potential Downside of Sex Appeals in Advertising
Message argument and
reduce message comprehension
Portray women and men as
brainless sex object
Distinct ethical issue
7. The Functions of Music in Advertising
Jingles, background music, popular tunes, and classical arrangements are used to
attract attention
convey selling points
set an emotional
influence moods.
Function
Attracting attention to commercial messages
Putting consumers in
a positive mood
more receptive to
message arguments
Communicating meanings
about advertised
brands