Chapter 6- Advertising Design: Theoretical Frameworks And Types Of Appeals

Front 1

white space

Back 1

the absence of copy in a printed text

Front 2

leverage point

Back 2

the feature of the ad that leads the viewer to relate the product’s benefits with personal values

Front 3

hierarchy of effects model

Back 3

a marketing approach suggesting that a consumer moves through a series of six steps when becoming convinced to make a purchase, including (1) awareness, (2) knowledge, (3) liking, (4) preference, (5) conviction, and (6) the actual purchase

Front 4

means-end chain

Back 4

an advertisement approach in which the message contains a means (a reasoning or mental process) to lead the consumer to a desired end state, such as a key personal value

Front 5

Means-End Conceptualization of Components for Advertising Strategy (MECCAS)

Back 5

an advertising approach that suggests using five elements in creating ads, including: (1) the product’s attributes, (2) consumer benefits, (3) leverage points, (4) personal values, and (5) the executional framework

Front 6

visual esperanto

Back 6

a universal language that makes global advertising possible for any good or service by recognizing that visual images are more powerful than verbal descriptions

Front 7

advertising appeals

Back 7

approaches to reaching consumers with ads. The seven major appeals are: (1) fear, (2) humor, (3) sex, (4) music, (5) rationality, (6) emotions, and (7) scarcity

Front 8

severity

Back 8

part of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be

Front 9

vulnerability

Back 9

part of the fear behavioral response model that leads the individual to consider the odds of being affected by the negative consequences of an action

Front 10

decorative models

Back 10

models in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus without serving a functional purpose

Front 11

tagline

Back 11

the final key phrase in an ad, used to make the key point and reinforce the company’s image to the consumer