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Unformatted text preview: o Source Derogation when the consumer doubts the credibility of a biased presentation in a comparison ad Types of Message Appeals o Emotional vs. Rational Appeal to the head or appeal to the heart? o Sex Appeal sex sells (e.g. Lee Jeans slogan: Bottoms feel better in Lee jeans) o Humorous Appeals creates a positive association with the brand, but risks swamping the message (the humor gets more attention than the product) o Fear Appeals emphasize the negative consequences that can occur unless the consumer changes a behavior or an attitude...
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This note was uploaded on 04/26/2009 for the course ADV 319 taught by Professor Kaseyfarriswindels during the Spring '07 term at University of Texas at Austin.
- Spring '07