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Unformatted text preview: Pontiac G6 Advertising Appeals: Fear Appeals vs. Humorous Appeals Fear- see more social than physical fear appeals Humorous- humor gets our attention, it cuts through the clutter, humor can sometimes overwhelm a brand (miscomprehension), a wear out effect (only funny for so long) Comparative Ads- comparing one brand to another, Progresso started using them against Campbells to take away market share Emotional Ads- want you to contribute (Red Cross) Value-Expression (will reflect on one's image) vs. Utilitarian Appeal (how good/healthy something is for you) *The three attitudes must work together in the ads...
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This document was uploaded on 10/26/2011 for the course MKT 325 at Miami University.
- Fall '10