Lesson 4 Flashcards
(14 cards)
Refers to how consumers notice and become aware of the brand message.
* It answers: Did it grab attention?
* Tools: Visual appeal, sound, motion, headlines
Perception
Focuses on how the message makes the audience feel.
* It answers: Does it evoke feelings or mood?
* Tools: Music, storytelling, tone, imagery.
Emotion/ Affect
Involves the consumer’s understanding and processing of the message.
- It answers: Does it make sense? Is it informative?
- Tools: Clear language, data, demonstrations, comparisons.
Cognition
Builds brand identity by connecting it to symbols, lifestyles, or values.
- It answers: What does the brand stand for?
- Tools: Brand logo, celebrity endorsers, cultural icons
Association
Aims to influence beliefs or attitudes to support a purchase decision.
* It answers: Am I convinced?
* Tools: Testimonials, evidence, comparisons, emotional appeal
Persuasion
Drives the consumer to take action (buying, sharing, signing up).
- It answers: What do I do now?
- Tools: Call to action (CTA), promos, links, contact info.
Behavior
Includes scenes,
actors, animations, and color schemes. Supports perception and association.
Visual Imagery
The spoken
or written content that explains or
supports the message. Drives
cognition and persuasion.
Script and Dialogue
Enhances mood and emotional appeal. Influences perception and affect
Sound and Music
Logo, slogan,
brand name, packaging visuals.
Supports brand association.
Branding Element
Provides context and flow to the message.
Helps engage the viewer and build
emotion
Storyline/ Narrative
Encourages
immediate consumer response.C
Call to action
Affects the pacing and impact of the
message.
Enhances
engagement
Editing and transitions
Used to make ads more visually
appealing or explanatory. Can aid
both cognition and perception
Special effects and graphics
