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ADVERTISING (EGO-DEFENSE (prevention (use of fear, but people also need to…
ADVERTISING
EGO-DEFENSE
help people feel good about themselves and feel safe from real or imagined threats
prevention
use of fear
but people also need to believe they are capable of changing
promotion
use of authority figures or experts
people are obedient to authority
VALUE-EXPRESSION
communicate social beliefs and opinions for social interaction
prevention
people don't want to be like the unattractive people in the ads
nerd alert ads
promotion
image appeals
celebrity ads
people want to have a good image
KNOWLEDGE
summarize info to make quick and easy decisions
promotion
persuasion with facts and rational arguments
syllogistical reasoning
vertical arguments
horizontal arguments
open ads
better when people have to make own conclusions
comparative ad
alignable difference
non-alignable missing attribute difference
non-alignable different attributes difference
non-comparative ad
prevention
make people feel afraid of lack of knowledge
mystery ad
surprise
ADJUSTMENT
approach pleasure and avoid pain
prevention
prevention of pain =
pharmaceutical products
ads are unpleasant to watch and difficult to ignore
promotion
stressing the pleasure =
guilty pleasures
image doesn't matter because used privately
promotion
= achieving desirable end states
prevention
= avoiding undesirable end states