2. Dove’s Social and
Fashion Advertising
• 2007 – “Onslaught”
• Social pressures of young girls
• Does not mention Dove in ad
• Age compression marketing
• Body image issues
• “Campaign for Real Beauty” – Dove
Web site
• Unilever Axe – sexually-oriented
advertising
Discussion Slide
7
3. Chapter Overview
• Message strategies
• Executional frameworks
• Spokespersons and endorsers
• Principles of effective
advertising
Advertising Design
Message Strategies and
Executional Frameworks
7
7. Preemptive
Cognitive Message Strategy
An ad for the Waterfront
Grill created by Sartor
Associates using a pre-
emptive cognitive
message strategy.
Click picture for video.
13. F I G U R E 7 . 2
The Hierarchy of Effects Model, Message
Strategies, and Advertising Components
14. Executional Frameworks
• Animation
• Slice-of-life
• Dramatization
• Testimonial
• Authoritative
• Demonstration
• Fantasy
• Informative
F I G U R E 7. 3
15. Animation
•Originally only used
by firms with a small
advertising budget.
•Use has increased
due to computer
graphics technology.
• Rotoscoping.
• Clay animation.
17. A business-to-business
print advertisement using
a slice-of-life executional
framework.
Slice-of-life
The text asks:
“If the average single
female breaks up with
4.3 men, avoids 237
phone calls and
ignores 79 red lights
per year - What are the
chances she’ll read
your e-mail message?”
18. Dramatization
Use of the drama
executional
framework by
United Airlines in a
television
advertisement.
Click picture for video.
31. • Celebrities
• Tend to score high in credibility
• Negative publicity
• Endorsement of too many products
• CEO
• Trustworthy, expertise, and some credibility
• Must exercise care in selection
• Expert
• Seek experts who are attractive, likable, trustworthy
• Valid credentials important
• Typical person
• Multiple typical persons increase credibility
• Real-person
• Actor
Matching Source Types
and Characteristics
33. Principles of Effective Advertising
• Visual consistency
• Campaign duration
• Repeated taglines
• Consistent positioning- avoid ambiguity
• Simplicity
• Identifiable selling point
• Create an effective flow
F I G U R E 7 . 10
34. F I G U R E 7. 11
Which Taglines Can You Identify?
1. A diamond is forever.
2. Be all you can be.
3. Can you hear me now?
4. Don’t leave home without it.
5. Just do it.
6. Look Mom, no cavities.
7. The ultimate driving machine.
8. What can brown do for you?
9. We try harder.
10. You deserve a break today.
Answers: 1) DeBeers 2) US Army 3) Verizon 4)American Express 5) Nike 6) Crest 7) BMW 8) UPS 9) Avis
10) McDonald’s
35. Beating Ad Clutter
• Presence of competitor ads
• Repetition
• Variability Theory
• Multiple mediums
• Create ads that gain attention
• Create ads that relate to the
target audience