Exam 6: Advertising Design-Theoretical Frameworks and Types of Appeals

Advertisements using overt sexual stimuli or containing nudity produce higher levels of physiological arousal responses in males,but not for females.

What moves a consumer from understanding a product's benefits to linking those benefits with personal values,the process is called:

Name the components of the hierarchy of effects' model.

In an advertisement,which part is the plot or scenario that used to convey a message?

A rational appeal is closely tied to the stages of visual and verbal imagining,moving viewers from the cognitive to the conative component of attitude.

The creative brief directs the work of which individual in developing advertisements?

In terms of the use of humor internationally,humor is:

Research indicates that humor will:

Rational appeals:

Humor is being used less frequently in other countries throughout the world.

At the Clio Awards ceremony for radio ads,the appeal that wins the most awards tends to be:

Using sensuality as a type of sex appeal in advertising:

Ads with concrete images tend to lead to more favorable attitudes than ads with no pictures or abstract pictures.

Abstract pictures instill higher levels of recall concrete pictures because of the dual-coding process whereby the image is stored in the brain as both a visual and a verbal representation.

A message is more likely to be effective when it has both visual and verbal elements,since these components will be dual-coded into the person's memory.

How are visual elements of ads stored in the brain?

Scarcity appeals:

Visual elements of an advertisement are stored in the brain as:

When a viewer believes he or she can take action prevent negative consequences by purchasing a product or service,the individual is exhibiting self-efficacy.

Sex appeals and nudity tend to increase attention to advertisements,but only for males.