Advertising Creative Appeals - DVD

Discusses the six most common and successful advertising creative appeals: Fear, Humor, Sex, Scarcity, Rational and Emotional. Proven approaches to employing each appeal is well documented by advertising research cited in the program. Means-end chain theory, informational vs. transformational reinforcement and using leverage points are covered. Both print ads and TV commercials are used as examples. A clinical psychologist briefly comments on the natural human response to each appeal. Fast paced & interesting for students. 2006 ed. 23 min. DVD