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

Emotional appeals are popular because:

Before a person develops liking for a product, he or she must first know about the product.

Humor overcomes clutter by:

In terms of the visual element of an advertisement, an abstract image has a:

Emotional appeals are based on each of the following ideas, except:

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

Each of the following statements about the use of decorative models is true, except:

Visual esperanto advertising recognizes that visual images are more powerful than verbal descriptions.

Scarcity appeals are designed to build brand awareness and lead to positive attitudes toward the brand.

The types of sexually-oriented ads that will produce the highest level of physiological responses are:

In France, humor and sexuality are often used together in advertising.

Business-to-business ads have tended to use the rational advertising appeals almost exclusively. In recent years, there has been a move to use more:

In the past, creatives designing business-to-business ads relied heavily on:

To achieve brand loyalty, advertisers must address all six stages of the hierarchy of effects model.

Which is an example of visual esperanto?

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

Television and print advertisements by Victoria's Secret of models wearing only underwear are using which sexual appeal?

In a fear appeal, showing the potential for a devastating injury when seat belts are not used is an example of:

Verbal images are usually stored in both the left and right sides of the brain, while visual elements tend to be stored in the left side of the brain only.

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