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DSS21108 Creative Strategy 2

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by

FH Woo

on 19 March 2018

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Transcript of DSS21108 Creative Strategy 2

DSS21108
Advertising and Brand Management

Lecture 7 - Creative Strategies 2
Humorous ads may wear out faster than
serious appeals.

Humor Appeals



Fear appeals are more effective when:

the message recipients are self-confident and prefer to cope with dangers rather than avoid them
the message recipients are nonusers of a product than users



Too low: insufficient motivation to elaborate on the harmful consequences
Too high: defensive tendencies such as message avoidance and interfered with processing of recommended solutions


An emotional response to a threat
Arouse individuals to take steps to remove the threat



Positive: attract attention
Negative: distract consumers from attending to the brand name and ad message




Sexual connotation
Nudity, sexually provocative

Emotional Appeals



Threat
Severity of the perceived threat
The perceived probability that the threat will occur
Coping
The perceived effectiveness of a coping behavior to remove the threat
The ease with which the coping response can be implemented

Sex Appeal
Effectiveness of Sex Appeal
Fear Appeal
Level of Fear
Protection Motivation Model
Wear Out Effect
Effectiveness
of Sex Appeal
Relationship between fear levels and message acceptance
Sex appeal
Fear appeal
Humor appeal
Types of Humor Appeal
Comparison
: putting 2 or more elements together
Exaggeration
: overstating and magnifying somthing out of proportion
Personification
: attributing human characteristics to animals, plants and objects
Pun
: using elements of language to create new meanings
Sarcasm
: including ironic responses or situations
Silliness
: making funny faces or stupid behaviors
Surprise
: arising from unexpected situations
Full transcript