Marketing communication: principles and practice

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Table 14.2
A typology of advertisement content
Content factor
Example
Empathic product integration
The product setting has people in it who 
are portrayed as close – as friends or 
neighbours – and as product users. There 
is clearly a main character
Integrated announcer
A celebrity demonstrates or tastes the 
product
Demonstration by people
People demonstrate the product to reveal 
consumer benefit
Pleasant liveliness
There is activity, music, children – like a 
variety show
Confusion
There are more than five situations 
portrayed, perhaps with unusual camera 
techniques – the advertisement seems 
cluttered
New-product introduction
A new product is introduced, perhaps with 
a mother figure present
Problem solution
A problem is solved by people in an 
ordinary setting, perhaps with a 
connection to some other familiar situation
Animation
An instantly recognizable cartoon or 
animate figure is used
Unpleasant stimulation
A demonstration uses graphs or charts with
red emphasized – the end is surprising 
and the advertisement looks like a new 
report and may be irritating 
Persuasive stimulation
Distinctive music and colour causes 
viewers to think of previous use of the 
product, to feel that it can be smelled or 
felt, and that they should buy it
Opening suspense
At first another product is brought to mind, 
then the lead-in creates a surprise

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Table 14.3
Executional formats developed by Hefzallah and Maloney
Strategy
Execution
Association
The product is associated with pleasant past or present 
experiences
Demonstration
The appearance and function of the product is shown
Information
An impression of quality is sought
Plot
The product is shown solving a problem
Stage
An activity shows the product in use and people satisfied
Testimonial
A famous person praises the product