Lecture 8 - Visual appeals Flashcards
What can sexual appeals do?
Improve memory of ad elements, but it will decrease for brand information.
What does the distraction of attention hypothesis state?
Sexual ads are sucessful because readers focus on visual rather than message due to distraction
Distraction elements can be placed in 2 categories, which ones?
Between stimuli and message
Within message > Attention is distributed among all elements
What do LC4MP and distraction theory have in common?
We have limited resources > we cannot take everything into account. We will use the resources on what distracts us
Why do we pay more attention to sexual ads?
they are highly motivaitonal as this evolutionary. This is in line with the motivation attention perspective
What are the effects of a sexual ad?
They can increase overall attention, but brand awareness suffers when using it.
What does humor in ads do?
Decrease negative thoughts, reduce reactance.
For which arguments is humor most effective?
Weak arguments
What is consumer resistance
A motivational state in which we are motivated to withstand persuasion effects in advertising.
What are the two humor mechanisms?
Affective > Assume humor is met with a positive affect
Cognitive> Based on information processing approach: Humor DISTRACTS
What is the affect - regulation for humor
When we are in a positive state, we tend to avoid negative things to protect this state.
What is the most important mechanism why humor works
COGNITIVE > WE ARE DISTRACTED TO FORMULATE NEGATIVE BRAND ASSOCIATIONS.
How can emotions steer the outcome of us being persuaded or not?
They are a powerful tool to neutralize resistance
What are positive appeals in ads?
Humor, kindness, Nostalgia and empathy
What are negative appeals in ads?
Fear, guilt, sad
