P304-308) - specific attributes o Source Derogation – when the consumer doubts the credibility of a biased presentation in a comparison ad •

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
Pg. 304-308 One vs. Two-sided Arguments o Supportive (one sided) arguments – present one or more positive attributes about a product and why to buy it. o Two-sided message –  a message that presents both the positive and negative information. Research indicates that ads that use this technique can be very effective, yet marketers rarely use them. Refutational argument –  raise a negative issue with your product then dismiss it. This increases your credibility by reducing the bias in your message. Comparative Advertising – Refers to a strategy in which a message compares two or more recognizable brands and weighs them in terms of one or more
Background image of page 1
This is the end of the preview. Sign up to access the rest of the document.

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...
View Full Document

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.

Ask a homework question - tutors are online