ADV 3001 Chapter 6: Chapter 6 Notes

• School: University of Florida
• Department: Advertising
• Course: ADV 3001
• Professor: Lawrence Milton Clark

Document Summary

Support: supplies the justi cation for your proposition, good reasons attract your target audience to what you"re advertising and o er evidence that the product or service will live up to their expectations, think like a consumer. Turn attributes into bene ts: an attribute is a feature or aspect inherent in a product, the bene t describes how that feature makes the product better in some way for the audience, consumers want instant bene ts. Facts and opinions: support for a proposition can range from fact to opinion, facts. Celebrity endorsement: can outweigh a list of facts. Results from accredited surveys: the science of skincare. Scienti c ndings play a key advertising role, backing up promises of younger looking skin for women: science plus celebrity. L"oreal: convincing statistics and complex issues. Can either be very convincing and carry immense impact or be very tedious and hard to understand.