Different ads have different appeals, in summary we could categorize them into

Rational appeals: show the desired benefits such as function, quality, economy, etc.

Emotional appeals: use positive emotions such as love, pride, joy, and humor. (Be careful with negative emotions such as fear, guilt, and shame).

Moral appeals: directed at the sense of right and wrong.

Please answer the following two questions

1) Please use youtube.com or the companies websites to find a real world ad clip for each appeal, and post their links here.

2) For each clip, please evaluate the ad.

Is the ad consistent with the brands positioning? Do you think this ad is successful? Why/Why not?

Use the Response Hierarchy Models in Slide #13 of Chapter 17. At which stage do you think that the ad tries to influence the potential consumers adoption behavior?

Note: there is a first mover advantage here. Each student should discuss DIFFERENT examples.

Models AIDA Model" Stages Hierarchy-of-Effects Innovation-Adoption Model Model Communications Model Awareness Exposure Cognitive Stage Attention Awareness Reception Knowledge Cognitive response Interest Liking Interest Attitude Affective Stage Preference Desire Conviction Evaluation Intention Trial Behavior Stage Action Purchase Behavior Adoption Models AIDA Model" Stages Hierarchy-of-Effects Innovation-Adoption Model Model Communications Model Awareness Exposure Cognitive Stage Attention Awareness Reception Knowledge Cognitive response Interest Liking Interest Attitude Affective Stage Preference Desire Conviction Evaluation Intention Trial Behavior Stage Action Purchase Behavior Adoption