ADV-3008 Lecture Notes - Lecture 7: Sunscreen, Neutrogena, Wheaties
Document Summary
All advertisement contains some type of information and emotion. Two types of appeals: product (more informational) and consumer (bene t -oriented: fear appeal: problems you run into with this appeal: its too intense. These categories are not independent: (example: neutrogena spray sunscreen for already wet skin, news: set up that this is something important . Reason why: justi cation for the purchase of the product: sometimes necessary because we may have a store thats out of the way, or is a new product thats trying to give consumers a reason to by it. Talking head: the closest advertisement gets to getting straight into your home: close up of someone giving a sales pitch, deals with high involvement products or serious topics. Its dif cult to look at someone for more than 30 seconds up close: the focus of the entire ad is on one person.
