Monday, May 5, 2008

Communication appeals (MC, unit 1)

RATIONAL & EMOTIONAL
Appealing to the head and the heard (Bovee et al '95)
Consider in combination... emotional appeals alone are found superficial over time (Butterfield '99)
Rational
  • factual – focus on the features, attributes and benefits
  • slice of life – show the product being used and the benefit received, using someone the target audience can identify with
  • demonstration – of the product and benefit
  • comparative – against competitors
Emotional
  • fear – perceived risk
  • sex – associating with increased attractiveness, using sexual images to gain attention
  • humour – to gain interest, encourage word of mouth.
  • fantasy, music etc.
Likeability
Where consumers like an advert, brand preference increases (Biel '90)
Humour is a key creative device to engender likeability. Need to consider frequency and exposure as initial response wanes over time.

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