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Chapter Six

Advertising Design

Theoretical Frameworks

and Types of Appeals

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Advertising Design: �Theoretical Frameworks and Types of Appeals

Advertising design theories

Hierarchy of effects model
Means-end theory
Visual and verbal imaging

Advertising appeals: things you can use in ads.

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Hierarchy of Effects Model

The Hierarchy of Effects Model is a step-by-step process that shows how advertising influences a consumer’s journey from first hearing about a product to finally buying it.
It helps marketers design effective advertising messages by understanding what the consumer is thinking or feeling at each stage.
Marketers use this model to tailor ads to the consumer's current stage in the buying process.�For example:

If most people don’t know your brand, focus on awareness and knowledge (simple, catchy ads).
If people already like you, shift to conviction and purchase (limited offers, reviews, strong CTA).

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Hierarchy of Effects Model

Stage	Goal	Meaning
1. Awareness	Grab attention	The consumer hears about the product or brand.
2. Knowledge	Educate	The consumer learns more details about it.
3. Liking	Create positive feeling	The consumer starts to like the product.
4. Preference	Build preference	The consumer prefers it over competitors.
5. Conviction	Encourage intention	The consumer decides to buy it (believes it is better).
6. Purchase	Trigger action	The consumer buys the product.

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Hierarchy of Effects Model

Steps are sequential

Consumers spend time at each step

Brand loyalty involves all six steps

Similar to attitude formation

Cognitive 🡪 affective 🡪 conative

Cognitive – awareness, knowledge
Affective – liking, preference, conviction
Conative – actual purchase

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Hierarchy of Effects Model

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Cognitive

Think

Affective

Feel

Conative

Do

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Example: Apple iPhone Launch

Stage	Apple’s Strategy Example
Awareness	Giant billboards: “iPhone 16 is here” with striking visuals.
Knowledge	YouTube ads showing new features like better camera and battery.
Liking	Emotional video ads showing families using iPhone to capture memories.
Preference	Ads comparing iPhone 16 vs competitors, highlighting quality.
Conviction	Testimonials, influencer reviews, and user satisfaction ratings.
Purchase	“Pre-order now – limited stock!” ads with a direct call to action.

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Advertising Design: �Theoretical Frameworks and Types of Appeals

Advertising design theories

Hierarchy of effects model
Means-end theory
Visual and verbal imaging

Advertising appeals

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Means-End Theory

Means-End Theory explains how advertising should connect product features (means) to personal values (ends).
People don’t just buy products—they buy what the product helps them achieve.

Means (Message) lead to end state (personal values)

Model suggests six elements

Product attributes
Consumer benefits
Leverage points (connect benefit to values)
Taglines (make memorable point about product)
Personal values
Executional framework (the foundation Ch 7)

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Means-End Theory – Six Elements with Example

Element	Explanation	Smartwatch Example
1. Product Attribute	Physical feature or characteristic of the product	Heart-rate monitor, waterproof, sleep tracker
2. Consumer Benefit	What the product does for the user (functional/emotional benefit)	Helps user stay fit, track sleep, and manage health
3. Leverage Point	Connects the benefit to a deeper personal value	“Taking care of your health helps you stay in control of your life.”
4. Personal Value	Deep emotional or psychological goal	Health, personal success, discipline, control
5. Tagline	Memorable phrase that captures the message	“Own Your Every Move.”
6. Executional Framework	The ad’s tone, style, or format used to deliver the message	Slice-of-life showing a busy professional balancing work and fitness using the watch (ch 7)

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Means-End Chain

Product

Attributes

Consumer

Benefits

Leverage

Point

Personal

Value

Executional Framework

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Personal Values

Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Mature love
Personal accomplishment

Pleasure
Salvation
Security
Self-fulfillment
Self-respect
Sense of belonging
Social acceptance
Wisdom

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Means-End Chain - Personal Values

Product	Attribute	Benefit	Personal Value
Milk	High in calcium	Builds strong bones and supports health	Pleasure and happiness
Electric Car	Zero emissions	Reduces environmental impact	Responsibility, sustainability
Luxury Watch	Premium craftsmanship	Signals status and success	Self-respect, achievement
Running Shoes	Lightweight with strong cushioning	Improves performance and reduces injury	Health, personal excellence
Organic Juice	No preservatives or additives	Safe and healthy for family	Love, family security
Smartphone	High-resolution camera & fast processor	Captures memories and connects quickly	Social connection, creativity
Online Course	Self-paced with certification	Improves knowledge and career prospects	Ambition, personal growth
Perfume	Elegant scent with long-lasting effect	Enhances confidence and personal appeal	Romance, confidence
Reusable Bottle	BPA-free, durable material	Reduces plastic use and promotes healthy hydration	Environmental care, responsibility

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Attribute:

Benefits:

Values:

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Leverage Points

A leverage point is the emotional or motivational bridge in an advertisement. It links the functional or emotional benefit of a product to a deeper personal value held by the consumer.

Consumers often make decisions based on values, not just product specs.�A leverage point transforms a simple ad into one that resonates emotionally, motivates action, and builds brand loyalty.

It answers the question:

“Why does this benefit matter in the bigger picture of the consumer’s life?”

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Leverage Points

Think of it as:

“Because this product does [Benefit], you can achieve or express [Value].”

Without the leverage point, ads might stop at “This works well.”

�With a leverage point, the message becomes “This works well and that says something important about you.”

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Product	Attribute	Benefit	Personal Value	Leverage Point
Milk	High in calcium	Builds strong bones and supports health	Pleasure and happiness	Choosing milk supports your family's well-being and brings daily happiness
Electric Car	Zero emissions	Reduces environmental impact	Responsibility, sustainability	Driving an electric car shows commitment to a cleaner future and responsible living
Luxury Watch	Premium craftsmanship	Signals status and success	Self-respect, achievement	Wearing this watch reflects your self-worth and accomplishments
Running Shoes	Lightweight with strong cushioning	Improves performance and reduces injury	Health, personal excellence	Running in these shoes helps you excel and reach your personal best
Organic Juice	No preservatives or additives	Safe and healthy for family	Love, family security	Buying organic juice shows love and care for your family's safety
Smartphone	High-resolution camera & fast processor	Captures memories and connects quickly	Social connection, creativity	Using this phone helps you stay close and creative with the people you care about
Online Course	Self-paced with certification	Improves knowledge and career prospects	Ambition, personal growth	Enrolling shows ambition and a desire for self-improvement

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Executional Framework

The executional framework refers to the style, tone, and format used to deliver an advertising message. It shapes how the message is presented to the audience — emotionally, visually, and narratively.

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Taglines

Key phrase in an advertisement
Memorable
Identify uniqueness or special meaning
Provide consistency
Taglines identified with specific brands
Catchy taglines transcend campaigns
Developing new taglines

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Tagline for Nike

“Just Do IT”

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Exercise

Attribute:
Consumer Benefit
Leverage Point
Personal Value
Tagline (used)
Executional Framework

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Theoretical Frameworks and Types of Appeals

Advertising design theories

Hierarchy of effects model
Means-end theory
Visual and verbal imaging

Advertising appeals

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Verbal and Visual Elements

Balance between visual and verbal

Visual and Verbal Imaging is an advertising strategy that combines images (visual) and words (verbal) to create a stronger, more memorable message.

Radio visual imagery

The idea is:"When what you see and what you read work together, the message becomes clearer and more persuasive."

The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. In recent years, advertisers have seen a move to more visuals and less of an emphasis on verbal content. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall. So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals.

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Why It Matters

People process visuals faster than words.

Combining both helps increase attention, comprehension, and recall.

It appeals to both the left (logical) and right (emotional) brain.

The last theory of design to be considered is the relationship between the verbal and visual elements of an advertisement. Most ads seek to have a balance between visual and verbal, but usually one will be more dominant than the other. In recent years, advertisers have seen a move to more visuals and less of an emphasis on verbal content. One reason for the change is that visual processing is easier for consumers to recall. Visuals are stored in the brain both as pictures and as words. Concrete images tend to be remembered better than abstract visuals. If consumers can create a mental image or picture, it actually is superior to seeing the visual, in terms of recall. So radio ads that can make listeners use their imagination and picture the product work very well. Visual esperanto is the ability of a visual to transcend cultures and languages conveying the same meaning. It is especially beneficial in international ads where advertisers want to convey the same message to every market in the world. Business-to-business ads in the past emphasized verbal content, but in recent years have moved to more visuals.

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Ad Element	Visual	Verbal
LUSH Cosmetics Ad	Woman smiling while using fresh handmade soap	“Fresh. Handmade. Ethical.”
Nike Running Shoes	Athlete sprinting through a finish line	“Just Do It.”
Luxury Watch Brand	Close-up of elegant watch on a suited wrist	“Time Well Spent.”
Insurance Company Ad	Family under an umbrella during a storm	“We protect what matters most.”

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Visual Element?

Verbal Element?

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Theoretical Frameworks and Types of Appeals

Advertising design theories

Hierarchy of effects model
Means-end theory
Visual and verbal imaging

Advertising appeals

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Types of Appeals

Fear
Humor
Music
Rationality
Emotions
Scarcity

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Ad Appeal	Definition	Purpose	Example
Fear Appeal	Uses fear to warn or alert the audience about negative consequences if they don’t take action.	To prompt quick action or behavioral change by creating a sense of urgency or concern.	A road safety ad showing a crash and saying: “Don’t text and drive.”
Humor Appeal	Uses jokes, funny situations, or playful visuals to entertain.	To grab attention, make the brand memorable, and build a positive emotional connection.	A chips commercial showing a dog outsmarting its owner to steal snacks.
Music Appeal	Uses catchy tunes, background music, or songs to set a mood and reinforce brand identity.	To make the ad more engaging and increase emotional connection through sound.	A Coca-Cola ad with upbeat music and friends celebrating together.
Rationality Appeal	Focuses on logic, facts, statistics, and product benefits.	To persuade consumers based on reason, especially in high-involvement purchases.	A laptop ad showing battery life, RAM, and performance stats.
Emotional Appeal	Triggers feelings like love, happiness, pride, sadness, or nostalgia.	To create a deep emotional bond with the audience and influence their decision.	A life insurance ad showing a parent protecting their child’s future.
Scarcity Appeal	Creates a sense of limited availability or time.	To encourage immediate action by triggering fear of missing out (FOMO).	“Only 2 days left—50% off all items!”

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Fear Appeal

Fear appeals are common
Fear increases interest and is remembered

Fear appeals are common and are used for products ranging from insurance, to home security systems, to deodorant. Fear appeals increase interest and are remembered by individuals. Severity is the level of consequence that will occur and vulnerability is the probability of the event happening. Response efficacy is the likelihood that a change in behavior or actions will result in a desirable positive consequence. Intrinsic reward is the internal satisfaction and extrinsic reward is the value of the event or reward received. Response cost is the cost or sacrifice the person will need to make to obtain the reward. Self-efficacy is the confidence a person has in his/her own ability to engage in the action, or to stop an undesirable behavior. All of these factors influence the effectiveness of an ad using a fear appeal.

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Fear Appeal

Appeal strength

Low – not noticed

High – ignored

Moderate – works best

This ad uses a fear appeal to show the negative consequences (severity) of too much sun exposure to children before the age of 18. If the intensity is too low, the ad is ignored and the consequence is not seen as negative. Research has shown that if the fear intensity is too high, individuals tune out the ad, also ignoring it. A moderate level of fear intensity works the best.

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Humor Appeal

Humor causes consumers to

Watch
Laugh
Remember

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Humor Appeal

Advantages of humor

Piques interest
Increases recall and comprehension
Elevates mood

Problems with humor

Offensive
Overpower message

Humor should focus on product
International usage

Humor often rooted in culture
Humor varies across countries

Good humor difficult to achieve

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Music Appeals

Connects with emotions and memories
Has intrusive value
Gains attention
Increases the retention of visual information
Better recall
Can increase persuasiveness
Stored in long-term memory

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Rational Appeals

To inform and teach
Based on hierarchy of effects model
Active processing of information
Media outlets

Print media and Internet best mediums

Product attributes

Complex and high involvement products
If processed, excellent at changing attitudes

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Reasons for Using Emotional Appeals

Consumers ignore most ads
Rational ads go unnoticed
Emotional ads capture attention

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Scarcity Appeals

Based on limited supply
Based on limited time to purchase
Often tied with promotion tools such as contests, sweepstakes, and coupons
Encourages customers to take action

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