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Argument In Advertising
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Argument In Advertising
The strategy of refutational advertising consists of first presenting a counterargument against the advertised brand, and then destroy the argument.
A message that compares the target brand to some competitive standard.
One of the three types of standards that may be used:
- A named competing brand.
- An unnamed competing brand.
- General industry standard
A subtle way of attacking a rival's position is to ask question rather make an counterattack.
Example: Target planning an ad against Walmart. Walmart's ads typically have a tag line that says, 'Always Low prices.' Target could run an ad that asks, 'Are Walmart's prices always the lowest?'
McDonald's Reply
A supportive argument involves an affirmation of the positive attributes of a brand without any comparison, refutation, inoculation,framing, or rhetorical question or statement.
An innoculative ad is one that protects a brand's position with current consumers by alerting them about and helping them to defend against an impeding attack.
Framing is the presentation of a rival in a context that makes it less attractive.
Framing is powerful because it does not involve explicit criticisms of the rivals which might raise the defense or arouse the sympathy of the viewers.
How Argument Persuades?
Arguments involve the central route of persuasion. It persuades a viewer of a message by appealing to reason and relying on evidence.
Argument Strategy
- Comparative Argument
- Refutational Argument
- Rhetorical Question
- Innoculative Argument
- Framing
- Supportive Argument