1. Chapter 8 Attitude Change and Interactive Communications

4. Scarcity—BMW

5. Scarcity—BMW

6. Model as Authority in Ad

7. Product/Brand as Authority in Ad

9. Consistency—Still Shaving Like a Man?

10. Commitment—Wild Animal Protection

11. Commitment—FedEx

12. Commitment—FedEx

13. Liking—BMW

14. Liking—Perrier

15. Consensus

30. Two-Sided Message in Ad

31. Two-Sided Message in Ad

32. Oral-B presents a two-sided message. Tells you that your teeth won’t be three times healthier, but they will be a lot healthier, with less plaque due to the micro-textured bristles.

57. Dual Component of Brand Attitudes Figure 8.3

73. Uses mild fear appeal to promote tooth brushing.

74. This ad uses both emotion (sadness) and fear (that one’s child, friend sibling may be killed) to argue for gun control.

77. Metaphor

78. Metaphor

79. Metaphor

81. Simile

83. Resonance

84. Resonance

85. Examples of Advertising Resonance Table 8.3 Pepsi bottle cap lying on the sand “ This Year, Hit the Beach Topless” Pepsi Woman’s dress bunched up on her back due to static “ Is There Something Creeping Up Behind You?” Bounce fabric softener Man holding a shock absorber “ Out Lifetime Guarantee May Come as a Shock” Toyota auto parts Chocolate kisses with hotel names underneath each “ This Year, We’re Unwrapping Suites by the Dozen” Embassy Suites Visual Headline Product