User:Steven Luces/sandbox

= Creative Strategy = Creative strategy is defined as the statement of how a message will be delivered to a targeted audience. The creative strategy is the duty of the advertising agency. The strategy can vary in character, personality, tone and style depending on the agencies vision to solve or improve the advertising for their client. Creative strategy is a crucial part of the creative developmental process in which an advertising agency works closely with their clients to discover the objectives and goals of the client. The creative strategy will be found in the creative brief. The creative brief is a document that is created by the client containing important information about their overall idea of the advertising task at hand. The creative strategy is usually not determined until both the client and agency have discussed the overall assignment. = Objective = The creative team of the advertising agency must determine which approach will have the most beneficial impact on the target audience. The impact should increase brand awareness and brand image. The creative team uses strategies that most commonly stem from basic appeal techniques that should attract the attention of larger audiences.

= The Central Theme = Before identifying how you want to appeal to an audience you should begin with a central theme. The central theme, in other words the central idea is what ties together all other aspects of the campaign. It is important that the theme has a target audience. For example, the brand "Forever 21" could make you think of a younger audience that with an appeal to a younger audience for clothing. The advertising campaign needs to be centered around a specific theme and continue to build from it.

= Creative Appeal Techniques = The creative team will use endless strategic techniques in order to grasp the attention of an audience whether it is a niche audience or a mass audience. Such techniques often use emotions, sex, factual information, etc. to appeal to different audiences. Appeal techniques generally can be categorized, but are not limited to, these three terms: Pathos, Logos and Ethos.

Pathos
Pathos: an appeal to emotion. This can be positive or negative.

Positive Appeal
Positive appeal is used in advertising to present an enjoyable experience for the consumer. The tone and style of the advertisement are upbeat and are intended to leave the consumer with a favorable impression. “Bottom Line: Commercials that appeal to people’s optimism make consumers far more likely to fall in love with the brand, regardless of the type of product being advertised” Humorous Appeal: This technique is considered used with the assumption that people are more likely to watch and pay attention to something that is funny. In turn, this could possibly project a more positive image for a potential buyer.

Negative Appeal
Negative appeal is used when the product promise and benefits are based on avoiding the negative experiences the potential buyer can avoid by purchasing this product.

A form of a negative appeal technique is referred to as ‘fear tension’ followed by humor could possibly cause individuals to acknowledge their personal vulnerability to the threat and in turn would increase the persuasive effect of the ad

Emotional Appeal
Emotional appeal attempts to stimulate the feelings of an audience. The feeling could be a feeling of guilt, happiness, psychological satisfaction etc. The main goal is to trigger these feelings and use that moment to have a positive effect on the brands image and relationship with the consumer.

Logos
Logos is an appeal to logic or reason – this will be the factual and more direct approach to advertising.

Factual Appeals
Factual appeal in advertising is stated in a way that communicates to the targeted audience using factual information as a persuasion technique. This form of appeal is common among political advertisement. For example, Justin Trudeau’s Liberal party states that they “will more than double the almost 11,000 Canadians who access Skills Link each year. This program helps young Canadians – including Aboriginal and disabled youth – make a more successful transition to the workplace”. This claim is targeting a youth audience to vote liberal by promising the benefit of creating more jobs supported by their statistical information. It is a more serious approach. Every advertising campaign has a different goal and objective. Humor may not be as effective in a political campaign compared to alcoholic beverage advertising.

Ethos
Ethos: an appeal to credibility or character.

Comparative appeal
Comparative appeal in advertising is used to assert the benefit of a product or service over its competitor by comparison. An example would be the ‘Mac or PC’ commercials by Apple you can find here.

Lifestyle appeal
Lifestyle appeal is a technique used in advertising that attempts to associate their brand with the similar interests of a particular audience. For example, Nike has many commercials featuring athletes who use their merchandise for active/athletic purposes. In this case, Nike is appealing to the lifestyle of active individuals. Celebrity endorsements are often used in advertisements to achieve credibility for a brand. Example: Tiger Woods using Nike equipment for golf will likely draw attention to potential buyers of new golf clubs. Breakenridge believes that “a celebrity’s name translates into product recognition and increased brand awareness”. According to Solomon, “A lifestyle marketing perspective recognizes that people sort themselves into groups on the basis of things they like to do, how they like to spend their leisure, time, and how they choose to spend their disposable income".

Sexual appeal
Sex appeal in advertising is a technique used to draw attention to viewers. An example is the axe commercial. In this commercial, a young man sprays Axe on himself and a group of women flock toward him. This advertisement is sending the message that the smell of axe spray will lead to women being attracted to you.

= Works Cited =