Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 32

Many advertisers direct ads toward the right side of the brain and develop advertisements based entirely on emotions, images, and pictures. Companies often advertise auto parts and tools with a scantily clad woman to attract the attention of men. The woman has nothing to do with the product, but garners attention. The rationale for using a sexy woman is that if consumers like her, they will like the product and then purchase that brand. Effective advertisements integrate elements from both the left side of the brain as well as the right. They contain elements that appeal to emotions but also have rational arguments. A laundry detergent can be advertised as offering the rational benefit of getting clothes cleaner but also contain the emotional promise that your mother-in-law will think of you more favorably. For each of the following Internet sites, discuss the balance of left-brain versus right-brain advertising appeal.
a. Pier 1 Imports ( www.pier1.com )
b. Pig O' My Heart Potbellies ( www.potbellypigs.com )
c. Volkswagen of America ( www.vw.com )
d. Discount Cheerleading.com ( www.discountcheerleading.com )
e. Backcountry.com ( www.backcountry.com )