Quiz 6: Advertising Design: Theoretical Frameworks and Types of Appeals

Business

Question 1 The Ecko Enterprises product line identifies with the hip-hop generation. It follows the Means-End model where the clothes satisfy the buyer's need for self-respect among his peers, excitement, fun, pleasure and social acceptance. Question 2 Firstly the domain name marceckoenterprises.com does not exist. The correct domain name is www.marcecko.com. The brand chosen for this exercise is "Eckõ UNLTD". The Means-End Chain would be as follows: Design Eye-catching Pleasure Brand Self-Respect Social Acceptance Question 3 OF the seven advertising appeals emotional appeal would be best suited since it is appealing to the buyers needs for happiness friendship and security. However seeing the ages of the target market a mix of sex appeal along with the emotional appeal would be an ideal mix. Question 4 The same brand is chosen as above since the other brands do no seem to load properly or are not found. It is "Eckõ UNLTD". In the print advertisement one could add a few female figures to draw attention to the advertisement using the sexual appeal. It would also have an emotional appeal of wanting to have social acceptance with one's peers..

The Means-End Chains in the advertisements in the chapter are as given below. Benetton Clothing Female form Sex Excitement Semi-Nude males females Sex Fun / Excitement / Pleasure Stylish Clothing High Society Comfortable Living / Personal Accomplishment Stetson Stetson Hat Cowboy Male form Excitement Perfume Male body Smell Excitement / Pleasure / Fun New Balance Shoes Outdoors Healthy Self-Respect / Wisdom Walking Healthy Body Comfortable Life / Happiness Oscar Mayer Deli Meats Two People Eat One Hot Dog Love Pleasure / Fun Nutritious food Healthy Self-Respect / Wisdom

The URL www.greenfieldcentral.com leads to a Japanese web site.

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