PPT-Advertising Design: Theoretical Frameworks and Types of Appeals

Chapter 6 Adweek Media and Harris Interactive Survey Ads somewhat or very interesting 55 Ads not interesting at all 12 Ads very influential in purchase decisions 6 Nearly half of 1834 yearolds influenced by advertising. Chapter Objectives. After reading this chapter you should be able to. :. Describe . the role of endorsers . in advertising. .. Explain . the requirements for an effective endorser.. Appreciate the . factors that enter . Presupposition. Presupposition is a necessary PRECONDITION for the processing of communication. It involves the existence of some objects or ideas. Presupposition (2). Here we PRESUPPOSE that there exists something which is as juicy as a fruit.. ARISTOTLE & BEYOND. Rhetoric – the art of using language effectively and persuasively. What is rhetoric?. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. An Introduction. Aristotelian . appeals. Ethos – relies on the credibility of the author. Logos – relies on logic and evidence. Pathos – relies on emotion. Medium – written text, speech, TV, film, art, internet, etc.. Executional. Frameworks. Chapter 7. Chapter. Overview. Message strategies. Executional. frameworks. Spokespersons and endorsers. Principles of effective advertising. Conative. Affective. Cognitive. 3. Objectives. Advertising’s Role in Capitalism. Role in Manufacturing & Retailing. Know Era’s & Association with Culture. Identify Evolutionary Forces. The Value of an Evolutionary Perspective. Executional. Frameworks. Chapter 7. Chapter. Overview. Message strategies. Executional. frameworks. Spokespersons and endorsers. Principles of effective advertising. Conative. Affective. Cognitive. ROMANCE APPEALS. These advertisements display the attraction between the sexes.. The appeal is used to signify that buying certain products will have  a positive impact on the opposite sex and improve your romantic or love life. . Theoretical Frameworks and Appeals . Structure of an Advertisement. Headline. Short, simple, limited number of words. Sub-headline (not always present). Supports headline, somewhat of a follow-up to headline. The linguistic message. Almost all images, in all contexts, are accompanied by some sort of linguistic message. . Roland Barthes introduced the concept of . anchorage. . . Linguistic elements can serve to 'anchor' (or constrain) the preferred readings of an image: 'to . Exploring Different Types of Appeals. Emotional (pathos) - appeals to feelings. Ethical (ethos) – appeals to values. Logical (logos) – appeals to reason/logic. Each different rhetorical situation you find yourself in will call for you to use a different balance of these three types of appeals. . Lecture Plan. Celebrities. Humor. Comparative Advertising. Advertising Regulation. Model of comparative advertising. ADVERTISING CONTENT. Celebrities. ~ 25% of ads have celebrities in them. The general belief among advertisers is that advertising messages delivered by celebrities:. All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world…. All Course materials can be found here:. http://faculty.cit.cornell.edu/jl2545/teaching.htm. AEM 4550: Economics of Advertising. Laptops, Tablets, Phones, Oh My. For the fourth straight postseason, Cleveland's superstar is trying to shield himself from the outside world….