I - neu - Message Appeals Flashcards
Endorsers
Which types of endorsers are there?
Celebrity endorsers:
- actor, athlete, entertainer
- very expensive
- celebrities might loose their good image
Typical-person endorsers:
- regular people
Endorsers
Endorser Attributes
TEARS Model
Trustworthiness:
- being perceived as believable, dependable - as someone who can be trusted
Expertise:
- having specific skills, knowledge or abilities with respect to the endorsed brand
Physical Attractiveness:
- idea of visual pleasantness is based on an individual’s concept of attractiveness
- persuasion through identification
Respect:
- admiration/esteem is due to one’s personal qualities and accomplishments
Similarity:
- based on extent to which an endorser matches an audience in terms of characteristics (e.g. age gender)
TE -> Credibility: Internalisation -> receivers accept the endorser’s position on an issue as their own
ARS -> Attractiveness: General concept of attractiveness; consumers identify with attractive endorsers
Comparative Advertising
Definition
the practice of directly/indirectly naming competitors in an ad and comparing one or more specific attributes
Comparative Advertising
Comparative Advertising…
- enhances brand recall
- promotes better recall of messages and arguments
- generates more favorable attitudes towards the sponsoring brand
- generates stronger intentions to purchase the sponsored brand
- generates more purchase
- may be perceived as less believable (than non-comparative advertising)
Comparative Advertising
Aspects to consider before using comparative advertising
- situational factors
- distinct advantages
- the credibility issue
Humor
Using humor in ads …
… attracts attention to advertisements
… enhances liking of brand and advertisement
… does not necessarily harm comprehension
… does not offer advantage over non-humor in terms of persuasion
… does not enhance source credibility
… should depend on the product type
Humor
Models of humor Effects
Affective Model
Perceived humor leads to positive emotions.
Positive emotions in combination with classical conditioning enhance the attitude towards the ad and finally to enhanced attitude towards the brand
Humor
Models of humor Effects
Cognitive Models
a) Information processing approach
Perceived humor leads to more attention.
Attention and Elaboration lead to cognitive processing. This leads to an enhanced attitude towards the ad and an enhanced attitude towards the brand
Humor
Models of humor Effects
Cognitive Models
b) Distraction Effect
The message in combination with distraction to humor leads to no elaboration of counter arguments during cognitive processing. The attitude towards the ad can be enhanced or negatively influenced. Same for the resulting attitude towards the brand.
Humor
Models of humor Effects
Integrated model
Perceived humor leads to positive emotions which in turn leads to cognitive processing. This leads to an enhanced attitude towards the ad and finally an enhanced attitude towards the brand
Humor Classification
Specks Humorous Message Taxonomy
Incongruity-resolution:
- laughing results from having solved incongruent information
Humorous disparagement:
- laughing results from enhancing the self on the expense of others
Arousal-safety:
- laughing from sharing pleasure with likable characters
Humor
Gender Effects
Perceived level of humor
Perceived level of humor
Women:
- like: sentimental comedy, comic wit
- dont like: satire, no humor
Men
- like: satire, no humor
- dont like: sentimental comedy, comic wit
Humor
Gender Effects
Attitude towards the ad
Women:
- sentimental comedy enhances attitude towards the ad
- satire lowers attitude
Men:
- satire enhances attitude towards the ad
- sentimental Comedy decreases it
Humor
Moderators on the Effectiveness of Humorous Advertising
Product attributes:
- low/high involvement products
- hedonic vs. utilitaristic products
- product experience
Target group attributes
- sex, culture, need for cognition
Message attributes
- type and intensity of humor
- strength of arguments
Humor
Implications for the use of humor in ads
- humor should point out the positive attributes of the advertised product
- humor should not disparage potential customers
- use humor only if it fits the image of the brand and the company
Humor
Which effect can occur when using humor in ads? How to overcome it?
Vampire effect
- > facilitate the identification of the brand name
- > make sure that humor does not interfere or mask the message
Absurdity
Definition
incongruous juxtaposition of pictorial images that viewers perceive as irrational, bizarre, illogical and disordered
origin: philosophy, surrealism, theatre
Absurdity
Types of absurdity
Surrealism
-> breaks with reality and or integrates dream and reality
Anthropomorphism
-> transfer human attributes on non-human objects
Allegory
-> imagination of an abstract process or term
Hyperbole
-> obvious exaggeration
Absurdity
Distracting from counter arguments
Thought disruption hypothesis (Petty&Brock)
Cognitive load leads to the suppression of counter arguments
Moderator variable: product category attitude
-> if the product category attitude is negative, absurdity can foster positive thoughts, and therefore help to enhance the attitude towards the brand
Fear Advertising
Threat vs. fear
Threat:
- presentation of negative consequences that the audiences want to avoid
Fear:
- emotional response to threat that can change attitude or behavioral intent
Fear advertising
The role of fear in advertising + application
- ads appeal to consumer’s fears by identifying negative consequences of
- > not using the advertised product
- > engaging in unsafe behavior
Fear appeal logic:
stimulates audience involvement and promotes acceptance of message arguments
Application:
especially social marketing (e.g. health marketing)
Fear advertising
Attributes of Fear appeal in Social Marketing
1) demonstrating a threat that increases fear
2) giving precise instructions what to do to reduce threat
Fear advertising
Protection Motivation Theory (Rogers)
- initial goal: explaining the persuasive effect of fear appeals
- later: suggesting a general model of the persuasive effect of communication
Environmental factors and personal factors lead to:
- > intrinsic and extrinsic rewards - severity, vunerablity = Threat appraisal
- > Response efficacy, self efficacy - response costs = coping appraisal
Coping appraisal and threat appraisal lead to protection motivation which induces action or inhibition of action
Fear Advertising
Ambivalent effects of fear
Optimum level of fear?
- impact of fear on persuasion and behavioral intentions
- inverted u-shaped relationship
- low level of fear: no arousal
- medium level of fear: intensive processing
- high level of feat: avoidance, reactance
Theoretical Foundation of fear effects
Extended parallel process model (Witte)
- Message components lead to perceived efficacy and perceived threat
- if no threat is perceived there’s no response
- if fear is perceived it can lead to a fear control process (= defensive motivation -> maladaptive change)
- if no fear is perceived it leads to a danger control process (= protection motivation -> adaptive change)
Mixed Emotions
Reducing the negative Reactions to fear appeals
Can mixed emotions avoid defensive responses?
- Fear appeal
- humor
- combination
Fear appeal:
- leads to negative emotional reaction
- arousal is due to stimuli that evoke threat
Effects of fear appeals without humor:
-> message-> fear -> negative arousal -> avoidance, reactance
Humor:
- leads to positive emotional reaction
- arousal is due to incongruent and surprising stimuli
- when solving the incongruity, playfulness is involved
Effects of fear appeals with humor:
message -> fear -> negative arousal -> combined with humor; safety due to playfulness -> attitude change
