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Advertising Design Theoretical Frameworks and Types of Appeal

Advertising Design Theoretical Frameworks and Types of Appeal. Chapter 7 with Duane Weaver. OUTLINE. Silence is Golden Creative Brief Advertising Theory Types of Advertising Appeals. SILENCE IS GOLDEN. Using white space in Print Using white space in Radio Using white space in TV.

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Advertising Design Theoretical Frameworks and Types of Appeal

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  1. Advertising DesignTheoretical Frameworks and Types of Appeal Chapter 7 with Duane Weaver

  2. OUTLINE • Silence is Golden • Creative Brief • Advertising Theory • Types of Advertising Appeals

  3. SILENCE IS GOLDEN • Using white space in Print • Using white space in Radio • Using white space in TV

  4. Creative Brief - revisited • Objectives • Target Audience • Message Theme • Support • Constraints

  5. Advertising Theory • Hierarchy of Effects Model • Six steps of persuasion: • Awareness • Knowledge • Liking • Preference • Conviction • Purchase • Means-End Theory • MECCAS = means end conceptualization of Components for Advertising Strategy • Products Attributes • Consumer Benefits • Leverage Points • Personal Values • Executional Framework

  6. Advertising Theory • Verbal vs. Visual Element of an Ad • Verbal = greater emphasis on words – central ELM route • Visual = stored both as pics and words in brain…this dual processing increases recall

  7. Types of Advertising Appeals • Fear • Humour • Sex • Music • Rationality • Emotions • Scarcity Examples from memory? Write one down.

  8. THANKS!

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