Communication & Consumer Behavior – Message Strategies (with video)
The message is the thinking, thought, feelings, picture, or other information that the sender desires to transmit to the intended audience. Therefore, senders must be familiar with what they are intend to speak and their audiences’ characteristics so they can program the message appropriately.
Nonverbal stimuli, such as pictures, images or illustrations, are commonly used to add meaning or to strengthen message arguments.
Advertising Rhetoric and Persuasion
Researchers study both the semantics of ad messages (i.e., the meanings of the words used and resulting inferences) and the syntax (the sentence structure). On the other hands, Researchers also focus on the rhetoric and resonance of advertising language.
The most important point of rhetorical research is to find out the most efficient way to communicate a message in a given situation. As figuration is so enveloping in advertising copy, consumer researchers are also paying attention in the use and efficiency of various form of rhetorical figuration.
3 Good Samples Ads in a situation of fear, Humor and Sex
Fear in Advertising
Unpleasant feeling a person has when he believes he is in danger
It seems to work well with ads relating to health products computer protection software
Sample of using fear in advertising
Humor in Advertising
Humor believed to increase the acceptance and persuasiveness of ads
Sex in Advertising
Sex is something sensual that often provokes attention. It often used in product categories like beers, cars, fashion and fragrance.