Advertisement Models

What are they used for?
- Planning
- References
- Help to have a critical view of work
- Set limitations
- View obstacles
- Generate ideas

Advert model = follow to achieve success!

Pathos- Emotional appeal, e.g. 'aww' factor for rehoming animals
Logos- Logical appeal (facts and statistics), e.g. 9/10 doctors agree
Ethos- Appeal to credibility, shows trustworthiness, e.g. celebrity association

Examples of models:
- Maslow's Theorem
     - Human motivation
     - Can be applied to any concept of advertisement
     - Also known as the Hierarchy of Needs model

- AIDA model
     - Three qualities of success

- DAGMAR model
     - Also known as the Hierarchy of Effects model

- Ehrenburg model

- DRIP model

Model product examples:

- AIDA
     - Avengers Age of Ultron poster
          - Celebrity actors- brand association
          - Action-packed poster attracts eyes, though the poster itself doesn't give away much information on the film so it pushes those interested to look online for the trailer and buy tickets

- DAGMAR
     - Aldi TV advert
          - Informs the audience of the difference in prices between them and other stores, which they may be unaware of
          - The comparison between the prices may persuade the audience to go to the shop and see what other items there are

- Ehrenburg
     - Renault Zoe print advert
          -  Most people won't have driven an electric car and may be curious to try
          - Try before you buy, 'take an electric test drive'. Electric not only says what kind of car this is, but it could also be describing how it feels to drive one of these cars as 'electrifying' is a word often used to describe a rush of excitement.
          - Renault is a well-respected brand and assure that their products are well-made.

- DRIP
     - Plusnet Broadband TV advert
          - Yorkshire based company that focuses on a local target audience
          - The company produces unique adverts, as usual broadband ads take place in a home featuring a router whilst Plusnet's are in different locations outdoors which gives the audience a sense of freedom and individuality.
             are featured in different locations giving a sense of freedom and individuality