Mass Media Advertising - Part II

TYPES OF APPEALS

INFORMATIONAL - continued

• COMPARATIVE ADVERTISING

EMOTIONAL

• FEAR APPEALS
  • WHY DO THEY WORK?
    
  • WHAT LEVEL?
    
  • WHICH PRODUCTS?
    
  • IS IT ETHICAL?
    

• HUMOR
  1. ADVANTAGES
     • ATTENTION
     • PERSUASION
     • LIKING
     • CREDIBILITY
     • "WEAR-OUT"

  2. DISADVANTAGES
     • COMPREHENSION
     • VARIABILITY
     • APPROPRIATENESS
     • "WEAR-OUT"

During the second half of the class we watched a video tape of commercials and discussed the various strategies and tactics that the advertisers were attempting to use.