Advertising Principles - Evidence-based principles

Examples of Still Ads that support (or violate) principles


When considering the use of a principle, you might want to look at still ads that have successfully applied the principle.

Looking at ads that violate the principle will help you to extend your understanding of how the principle should be applied. To do this, go to the principle that you are considering and select ads that “comply” to see a good application of the principle and select ads that “violate” for a bad application.

Conditions Information Influence
Emotion Resistance Acceptance
Message Attention Still Media


“Pro-social products/ services”
Institute for Justice on Free Speech
1.1.2 Communicate a unique selling proposition

1.4.9.Use high costs to justify high prices
The Man in the Hathaway Shirt
– Complies

1.4.10 When quality is high, do not emphasize price
1.4.11Use high prices to connote high quality
1.5.3 Use the package to enhance the product
2.1.1 - Provide a reason

Jeep Complies

2.4.1 – Attribute favorable behavior or traits to the target market

2.6.1 To enhance believability, consider using support from an authority
3.1.1 Do not mix rational and emotional appeals in an ad
3.2.1 Sign an ethical standards statement for each ad
3.3.1 Show how the product allows customers to express their personalities
3.4.1 Lead people to think about their standards
3.6.1 Provoke customers only when it attracts attention to a selling point
5.1.1 For products that have neither advantages nor disadvantages, consider using distraction

5.1.2 For products offering clear benefits, consider distraction only if the message will be understood
– Complies

5.1.3 When customers might resist traditional appeals, surprise them with an unusual approach
5.2.1 Present an offer from a new perspective
5.5.1 – Make the brand or company name prominent if it conveys a good image
Squibb (pharmaceuticals) – Complies
5.5.3 Personalize the brand
5.6.1 Use a spokesperson who is similar to the customer on relevant traits
5.8.1 Use two-sided arguements that refute strong opposing arguments
5.10.1 Use positive innuendoes when there is some basis
5.11.2 Consider asking customers to imagine their satisfaction with a product-
5.11.6 Consider omitting or delaying certain information
5.13.1 Support popular causes
6.5.1 Consider endorsements by customers
6.6.2 Consider celebrity endorsements for gaining attention
6.6.3 When using celebrities, make sure they are relevant and credible -
6.8.2 Compare the product with market leaders
Avis is only No.2 – Complies
6.10.1 Respond to negative claims that are likely to become widely known
6.13.1 – Space repeated claims over time
6.14.1 Use subliminal messages only if the customer is warned
6.16.1 Encourage customers to tell (or ask) others about the product
6.17.2 Use a gentle call for action for high-involvement products
6.17.3 When using an explicit action step, make it immediate, easy, and low risk
7.1.2 Use positive arguments
7.2.2 Avoid negative words except when target market believes the opposite
7.4.1 - Consider interesting writing
7.5.2 Do not violate tastes or standards


 7.6.3 Use familiar words and phrases
7.7.1 Use wordplay if it is clearly related to the product
7.8.1 Consider using novel and concrete metaphors that are related to a benefit
7.10.1 Illustrations should support the basic message
7.10.4 When believability is an issue, use photographs or videos instead of drawings, cartoons
8.1.1. - Alert the target market early and prominently
8.6.1 - Consider using visuals that create favorable associations with the product
8.8.1 - Consider using humor for well-known, low-involvement products
8.10.1 – Match the model to the target market

Still Media
9.1.1 – Descriptive headline
9.1.2 Include the brand name in the headlines
9.2.1 For high-involvement ads based on strong arguments, consider informative pictures – Do not write on pictures unless relevant
Friends of the Elderly - Complies
9.2.2 When using a picture, relate it to the headline or message
9.2.3 Use clear and readable captions for pictures
9.3.2 - Provide long Glossary Link copy when reading time is not constrained
9.4.3 Use columns for long, informative text
9.5.2 Provide high contrast between typeface and background
9.5.3. Avoid upper case and bold Glossary Link font for informative text with three or more lines
9.5.4 Select a typeface to enhance meaning or emotion
9.6.1 - Obey gravity





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