ADM 3326 Chapter 8: ADM3326 Midterm 2 Ch.8
17 Mar 2017
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Imagery composition of visual elements, such as pictures, art, and/or symbols, rather than use of information. Usage imagery e(cid:454)a(cid:373)ple su(cid:272)h as uv(cid:859)s a(cid:374)d t(cid:396)u(cid:272)ks used fo(cid:396) tough-challenging terrain and work. Primacy effect strongest arguments presented in beginning of the ad. Recency effect opposite of primacy effect (argument placed at end) Middle is always the lowest: conclusion drawing whether the ad draws the conclusion or allows consumers to draw their own, message sidedness. One-sided includes only positive attributes/benefits of the product/service. For consumers with a favourable opinion and/or consumers with less knowledge. Two sided presents both good and bad elements (e(cid:454). For consumers who hold opposing views and/or highly educated. Special type is called refutation, which is two sides is presented and then refutes the opposing viewpoint, hence more effective than one-sided argument since they oppose opposing view: verbal/visual milk ad, image, and text/info below in banner section. Design elements for imc tools: print messages.
