Ads

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Creative execution elements

Message appeals structure styles details

Message

Execution Tone

and design

Production

These elements describe the look, feel and sound of a message in its finished form; they affect the originality, relevance and impact of an ad. 4/26/12

Ad appeals
Rational

appeals : promise that the product will deliver certain benefits; focus on reasoning; focus on quality, price, valuefor-money, performance etc.

Messages

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 Emotional

appeals : tend to rouse positive or negative emotions to drive purchase.

Humour Fear Pride Guilt Shame Sex Pleasure Affection

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Executional frameworks/ formats

Message formats or executional styles are a template for determining how the advertising story will be told; the actual story is then written in the form of a script or copy. Formats are not mutually exclusive.
a.

Factual/ News Comparison Demonstration Product-in-use

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 Problem

solution/ problem avoidance

Slice-of-life Drama Teasers Spokespersons/ Personality Product

Endorsers

symbol

as star
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vignette

 Testimonial Lifestyle Musical Image Scientific

evidence

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Message tone
Message

tones reflect the emotion behind an ad happy, fearful, friendly, angry, excited, vulgar, funny, serious, advisory, silly, provocative, etc.

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