Advertising - Rational appeals

5 important questions on Advertising - Rational appeals

What is a talking head?

Refers to an ad in which the characters tell a story in their own words: monologue, dialogue or interview.

What is a testimonial?

Ordinary people saying how good a product is.

What is a slice-of-life ad?

This features the product being used in a real-life setting --> usually involves solving a problem.
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What is dramatization advertising?

Presents a problem and afterwards solution (slice-of-life), but dramatization builds suspense and leads consumers to a climax.

What does comparative advertising do?

It differentiates a brand from a competitor.

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