Emotional
Appeal
Personal
States /
Feelings
Execution Style
Combination of Fantasy and
Slice of life
Nostalgia
Chings
Secret
Emotional Appeals
Musical Appeals
Advertising Execution:
Creative execution refers to the manner in which an advertising appeal is carried
out or presented. A particular advertising appeal can be executed in a variety of
ways and a particular means of execution can be applied to a variety of advertising
appeals. Some of the more commonly used execution techniques include:
1. Straight-sell or factual messagethis type of execution relies on a
straightforward presentation of information about the product or service such as
specific attributes or benefits.
2. Scientific/technical evidencea variation of the straight sell where scientific
or technical evidence or information is presented in the ad to support a claim.
3. Demonstrationthis type of execution is designed to illustrate the key
advantages or benefits of a product or service by showing it in actual use or in
some contrived or staged situation.
4. Comparisonthis type of execution involves a direct or indirect comparison of
a brand against the competition.
5. Testimonialsmany advertisers present their advertising messages in the
form of a testimonial whereby a person speak on behalf of the product or service
based on his or her personal use of and/or experiences with it.
Music Appeals
Has intrusive value.
Gains attention and increases the retention of visual
information.
Can increase persuasiveness of an advertisement.
Design Questions What role will music play?
Will a familiar song be used or new song created?
What emotional feeling should song solicit?
How does the music fit with the message of the ad?