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Unformatted text preview: specific attributes. 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