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DSS21108 Creative Strategy 2

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FH Woo

on 19 March 2018

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Transcript of DSS21108 Creative Strategy 2

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

Severity of the perceived threat
The perceived probability that the threat will occur
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
of Sex Appeal
Relationship between fear levels and message acceptance
Sex appeal
Fear appeal
Humor appeal
Types of Humor Appeal
: putting 2 or more elements together
: overstating and magnifying somthing out of proportion
: attributing human characteristics to animals, plants and objects
: using elements of language to create new meanings
: including ironic responses or situations
: making funny faces or stupid behaviors
: arising from unexpected situations
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