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Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
6. Source, Message, and
Channel Factors
cases, the visual portion of an ad may reduce its persuasiveness, since
the processing stimulated by the picture may be less controlled and
consequently less favorable than that stimulated by words. 47
Pictures affect the way consumers process accompanying copy. A
recent study showed that when verbal information was low in imagery
value, the use of pictures providing examples increased both immediate
and delayed recall of product attributes. 48 However, when the verbal
information was already high in imagery value, the addition of pictures
did not increase recall. Advertisers often design ads where the visual
image supports the verbal appeal to create a compelling impression in
the consumer’s mind. Notice how the ad for the CamelBak SnoBowl
uses visual elements to support the claims made in the copy regarding
the importance of being hydrated when skiing (Exhibit 6-12).
Sometimes advertisers use a different strategy; they design ads in
which the visual portion is incongruent with or contradicts the verbal
information presented. The logic behind this strategy is that the
use of an unexpected picture or visual image will grab consumers’
attention and get them to engage in more effortful or elaborative processing.
49 A number of studies have shown that the use of a visual
that is inconsistent with the verbal content leads to more recall and
greater processing of the information presented. 50
Message Appeals
One of the advertiser’s most important creative strategy decisions involves the choice
of an appropriate appeal. Some ads are designed to appeal to the rational, logical
aspect of the consumer’s decision-making process; others appeal to feelings in an
attempt to evoke some emotional reaction. Many believe that effective advertising
combines the practical reasons for purchasing a product with emotional values. In this
section we will examine several common types of message appeals, including comparative
advertising, fear, and humor.
Comparative Advertising Comparative advertising is the practice of either
directly or indirectly naming competitors in an ad and comparing one or more specific
attributes. 51 This form of advertising became popular after the Federal Trade Commission
(FTC) began advocating its use in 1972. The FTC reasoned that direct comparison of
brands would provide better product information, giving consumers a more rational basis
for making purchase decisions. Television networks cooperated with the FTC by lifting
their ban on comparative ads, and the result was a flurry of comparative commercials.
Initially, the novelty of comparative ads resulted in greater attention. But since they
have become so common, their attention-getting value has probably declined.
Some studies show that recall is higher for comparative than noncomparative
messages, but comparative ads are generally not more effective for other
response variables, such as brand attitudes or purchase intentions. 52 Advertisers
must also consider how comparative messages affect credibility. Users of
the brand being attacked in a comparative message may be especially skeptical
about the advertiser’s claims.
Comparative advertising may be particularly useful for new brands, since it
allows a new market entrant to position itself directly against the more established
brands and to promote its distinctive advantages. Direct comparisons
can help position a new brand in the evoked, or choice, set of brands the customer
may be considering.
Comparative advertising is often used for brands with a small market share.
They compare themselves to an established market leader in hopes of creating
an association and tapping into the leader’s market. For example, Savin Corp.
used comparative ads for a number of years that were aimed directly at Xerox,
the market leader in the copier industry. The campaign was very effective in
convincing decision makers at small and mid-size companies that Savin
should be considered as an alternative to Xerox as well as other copier companies
such as Canon, Konica, and Mita (Exhibit 6-13). Market leaders, on the
© The McGraw−Hill
Companies, 2003
Exhibit 6-12 Visual
images are often designed
to support verbal appeals
Exhibit 6-13 Savin used a
comparative ad to position
itself against Xerox
183
Chapter Six Source, Message, and Channel Factors