Sociology 2172A/B Study Guide - Final Guide: Pleasure, Peer Pressure, Marketing Mix
30 Dec 2019
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The appeal in advertising includes: values and motives that de ne the central message also used to describe a general creative strategy economy appeal = emphasis on price status appeal = used for presenting quality, expensive products. What makes up advertising style? the combo of the appeal (including motives), basic advertising form, and execution. Moriarty, mitchell, and wells stated that an appeal connects with some emotion that makes the product attractive or interesting, such as security, esteem, fear, sex, and sensory pleasure . The value paradox as an e ective advertising instrument some values can easily be recognized as a re ection of culture i. e. self-interest, self-esteem which t individualistic cultures. There are often opposing elements in one value. Example: belonging is a strong value of individualistic culture, but so is individualism and doing it your own way. this is the paradox thus advertising appeals or claims may represent two opposing elements in one value.
