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Advertising Chapter 7 (Processing of advertising (• Attention
Vividness:…
Advertising Chapter 7
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emotional appeals
humour: appeal created with the intent to make people laugh , irrespective of the fact tat the humour is succesfull or unsuccesfull.
erotic: an appeal that contains one or more of the following elements: partial or complete nudity, physical contact between two adults, sexy or provocatively dressed person(s), provocative or seductive facial expression, suggestive words or sexually laden music.
warmth: consists of elements evoking mild, positive feelings such as love, friendship, cosiness, affection and empathy.
fear: refers to consumers to a certain type of risk (threat) that he or she might be exposed to and which he or she usually can reduce by buying or not buying the product advertised.
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rational appeals
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slice-of-life: feautures the produt being used in a real-life setting, which usually involves solving a problem.
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celebrity endorsement
match - up hypothesis
• Celebrities only evoke more positive evaluations if their qualities match those of the product
Classical conditioning
Learning the association between an unrelated
(conditioned) stimulus and a specific response, that
was previously elicited by a related (unconditioned)
response
-Connect positive attributes of celebrities to product or brand
- Can an (attractive) celebrity be used in every ad for every product or brand?
Kamins (1990)
• Attractive vs. unattractive celebrity
• Attractiveness related vs. attractiveness unrelated
product (sports car vs. pc)
• Dependent variable: credibility and attitude towards ad
advertising:Marketing communication instrument which uses
mass media, the content of which is determined and
paid for by a clearly identified sender.
Features:
- Impersonal
- Sender control
- Perception of persuasive intent
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