Introduction to Advertising

Advertisement Analysis based on Theories

By- Madhu Yamini

Advertising Theories

Hierarchy of Effects model

Means End Theory

Visual and Verbal Imagery

Hierarchy of effects A consumer moves through a series of six steps to be convinced of

the purchase–1. Awareness2. Knowledge3. Liking4. Preference5. Conviction6. Purchase

Example 1- “Lifebuoy se haath dhoya kya” Lifebuoy came up with the

roti reminder which caught consumer’s attention. They stamped millions of rotis with its hand washing message at Kumbh mela.

It also placed soap in the washroom of eateries.

They gained huge media coverage.

Example 2 – Micromax Turbo Awareness – Released teaser

starring Hugh Jackman where he tells the story of a “Hero in everyone’s life”. A voiceover said “Presenting the revolutionary new Canvas Turbo – Juggling many lives.

Knowledge – high speed processor makes multitasking easier.

Liking - For the first time A prominent Hollywood actor was made the brand ambassador for an Indian brand.

Preference- More features. Less price

Conviction Purchase

Means End Theory An advertisement contains a

message/means to lead the consumer to a desired end state.

Means End Chain causes a chain reaction, where viewing the ad leads the consumer to believe that product will achieve one of the personal values.

MECCAS model suggests five elements in creating ad- Product’s attributes, Consumer benefits, Leverage Point, Personal values and Executional Framework.

Personal Values

Comfortable lifeEquality

ExcitementFreedom

Fun, Exciting LifeHappiness

Inner PeacePersonal

accomplishmentPleasureSalvation‘Security

Self FulfillmentSelf Respect

Sense of BelongingSocial Acceptance

Wisdom

Example 1- GOOGLE Reunion Ad “Reunion”- an ad depicting

two childhood friends who are reunited following their separation during the partition of India and Pakistan went viral online.

The advertisement explains how the two friends are brought together again by their grandchildren using Google searches.

Personal values- Happiness, Peace, Sense of Belonging

Example 2- Airtel “Har ek Friend Zaroori Hota hai” Targeting the youngsters (the

age group which uses maximum voice and data services. The ad focused on the building the brand and telling they are the best service provider.

Benefits - Lazy friend- easy recharge and online bill payment

Proxy friend- Career guidance Kadkee friend – Talk time

transfer Status update friend- update

FB status Personal value- fun, exciting

life, happiness, social acceptance

Verbal and Visual Imagery The model determines degree of emphasis given to visual elements

v/s the verbal elements in the ad. Verbal ad is the central route of brain function. Visual images of the ad is processed by the peripheral route. Visual images lead to more favorable attitudes towards ad and

brand. High recall value

Example 1- DIESEL “Be Stupid” Diesel AD Campaign “Be stupid” Launched in 2010 that in many

ways, being stupid translates to living on the edge and taking risks. The ads used catchy and memorable visuals with interesting captions.

Example 2-Heinz Ketchup The ad signifies that Heinz

ketchup is all natural and made mostly of tomatoes when we all know that its like 75 percent tomato and the rest is sugar and water. But the ad really conveys the point by displaying the ketchup bottle as being made up of slices of tomatoes.

Thank You