Exam 6: Advertising Design: Theoretical Frameworks and Types of Appeals

Religion, cultures, and value systems determine the level of nudity, sexual references, and gender-specific issues that are permitted in sexually-oriented advertising in a country.

In terms of using a sex appeal, many advertisers are shifting to:

Severity and vulnerability are key elements in rational advertisements.

The theory that emphasizes leverage points and personal values is:

Visual esperanto is the development of an image that readily translates across cultures, but only with certain languages, such as Spanish.

The hierarchy of effects model:

Personal values are not part of a MECCAS model but are part of a means-end chain.

Abstract pictures instill higher levels of recall than concrete pictures because of the dual-coding process that occurs with abstract pictures whereby the image is stored in the brain as both a visual and a verbal representation.

Rational appeals are superior to other appeals in developing and changing attitudes and establishing brand beliefs when a consumer has a high level of interest in a product or brand.

The appeal that often wins awards and tends to be favorites among judges is:

How are visual elements of ads stored in the brain?

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

The cognitive impression made on viewers of a sexually-oriented ad depends on:

Humor causes consumers to watch, laugh, and, most important, respond with an immediate purchase.

In a means-end chain, end states include:

According to an Adweek Media and Harris Interactive survey, the majority of consumers (55%) said advertisements were somewhat or very interesting.

Preference follows awareness, knowledge, and liking in the hierarchy of effects model.

Rational appeals are most effective when consumers have high levels of involvement and are willing to pay attention to the ad.

A rational appeal is closely tied to the stages of visual and verbal imagining, moving viewers from the cognitive to the conative component of attitude.

To be successful, the humor in a humor appeal should be: