Formats for Persuasive Ad Messages
Every Message Format Has Strengths and Weaknesses
How should the advertising message be structured to make it more powerful, more persuasive? There are a few proven formats that can be employed. Let’s focus on TV commercials, but the techniques that will be reviewed can also be applied to other forms of media. They each have strengths and weaknesses and can variously be applied to different products, depending on the goal the strategy has.
Some of the basic formats are slice-of-life, announcers, spokespeople—celebrity or invented, problem/solutions, testimonials, candid interviews, a series of vignettes, songs, mnemonics, humor, and hybrids of these.
These formats go in and out of style and can get ...
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