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Advertising Messages

LO1 - Know how existing advertising campaigns embed advertisements across a range of media products.

Advertising Messages

  • an emotional appeal - captures your attention
  • a value proposition - reason to buy
  • a slogan - memorial and unites the whole campaign


Types of Propositional Messages

  • establish a common ground to make people trust the product and make the audience feel like the product is similar to them
  • establish a need to make the audience need the product by being part of a group
  • solve a problem by persuading the audience that they have a product and then providing a solution for the anxiety created
  • offer a benefit to make people better in some way

Approaches to Advertising Campaigns
  • celebrity endorsement if the celebrity appeals to the target audience of the product
  • shock advertising to startle the audience to encourage them to give money into the charity 

Comparing Male + Female Adverts
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