Question 1

In the past,creatives designing business-to-business advertisements relied heavily on the verbal element rather than on visuals.In recent years,there has been a shift to using stronger visual elements in b-to-b advertisements.

Accepted Answer

The statement mentions that there has been a shift towards using stronger visual elements in b-to-b advertisements in recent years.

Question 2

An advertisement designed to convince viewers that if they do not use a particular brand of deodorant ,they will be social outcasts is stressing the severity of a negative consequence in a fear appeal.

Accepted Answer

Fear appeals use the severity of negative consequences to persuade individuals to take a certain action, in this case, using a particular brand of deodorant to avoid being a social outcast.

Question 3

An advertisement featuring a fear appeal that suggests a person will feel good about losing weight is an example of highlighting extrinsic rewards.

Accepted Answer

The answer of An advertisement featuring a fear appeal that...

Question 4

When a viewer believes he or she can take action prevent negative consequences by purchasing a product or service,the individual is exhibiting self-efficacy.

Accepted Answer

Self-efficacy refers to an individual's belief that they are capable of taking actions to achieve a desired outcome or prevent negative consequences. If a viewer believes that purchasing a product or service can prevent negative consequences, this indicates that they have a sense of self-efficacy.

Question 5

While some evidence exists that humor may be universal,other research indicates that particular executions of humor appeals may not be universal and that humor is often based in one's culture.

Accepted Answer

Although there may be some universality to humor, research suggests that cultural context plays a significant role in how people interpret and appreciate different forms of humor.

Question 6

To be successful,humor used in ads should be connected directly to the product's benefits.

Accepted Answer

Humor can be a powerful tool in advertising, but it should be used in a way that directly supports the product's benefits or message. This helps to ensure that the humor is relevant and doesn't distract from the intended message. Without a clear connection to the product, humor can be perceived as gimmicky or insincere.

Question 7

In a fear appeal,vulnerability is based on the likelihood the probability that a negative event will occur.

Accepted Answer

Vulnerability in a fear appeal refers to the perceived likelihood or probability that a negative event will occur, which can increase the persuasiveness of the appeal in motivating behavior change.

Question 8

Low levels of fear in an ad may not create feelings of severity or vulnerability.

Accepted Answer

Low levels of fear in an ad may not create a sense of severity or vulnerability, as they may not effectively communicate the seriousness of the issue or the potential consequences. It is important for advertisers to strike a balance between generating enough fear to motivate action, while avoiding overwhelming or alienating their audience with excessive or unrealistic scare tactics.

Question 9

A fear level that is too high is impossible to create,because viewers have become immune to fear tactics in advertising.

Accepted Answer

While viewers may become desensitized to certain fear tactics over time, it is not impossible to create a fear level that is too high. It is important for advertisers to balance the use of fear with other emotional appeals and to consider the potential negative effects of creating overly fearful or anxiety-inducing ads.

Question 10

Humor is being used less frequently in other countries throughout the world.

Accepted Answer

There is no evidence to suggest that humor is being used less frequently in other countries throughout the world. In fact, humor is a universal phenomenon and has been a part of human culture since ancient times. While different cultures may have different types of humor or use humor in different ways, it is unlikely that the overall frequency of humor use is decreasing worldwide.

Question 11

Using a fear appeal in an advertisement increases both the viewer's interest in the ad and the persuasiveness of the ad.

Accepted Answer

Fear appeals can be effective in capturing the viewer's attention and increasing their interest in the ad. It can also be persuasive by highlighting the negative consequences of not using the advertised product or service, leading to a sense of urgency to take action. However, it is important to use fear appeals judiciously as they can also backfire if they are too intense or not balanced with a solution.

Question 12

When humor in an ad is remembered,the product or brand is almost always easily recalled.

Accepted Answer

While humor in an ad can make it memorable, it does not guarantee that the product or brand will be easily recalled. Sometimes, viewers remember the joke but forget the product or brand being advertised.

Question 13

Although using sex in advertising no longer sells the way it used to and no longer has the shock value it had in the past,advertising in the United States and other countries contain more visual sexual themes than ever before.

Accepted Answer

According to a study by the American Psychological Association, advertising in the United States and other countries does indeed contain more visual sexual themes than ever before, despite the fact that using sex in advertising is no longer as effective as it once was.

Question 14

Humor is a rarely-used form of advertising appeal.

Accepted Answer

Humor is actually a commonly used form of advertising appeal, as it can capture attention and make the message more memorable.

Question 15

Humor has proven to be one of the best appeals for cutting through advertising clutter.

Accepted Answer

Studies have shown that humor in advertising can increase consumer attention, liking, and recall of the ad. It can also improve consumer attitudes towards the brand and increase purchase intentions.

Question 16

Severity and vulnerability are key elements in rational advertisements.

Accepted Answer

Severity and vulnerability are key elements in the Health Belief Model, primarily related to health behavior change, not specifically to rational advertisements. Rational advertisements often focus on logical arguments or benefits of a product or service, not necessarily on health-related severity and vulnerability.

Question 17

Fear is an ineffective form of advertising appeal that has been largely abandoned.

Accepted Answer

Fear appeal has not been abandoned entirely but it is considered risky and there are concerns about its ethical implications.

Question 18

The particular type of appeal that should be used in an advertisement should be based on a review of the creative brief,the objective of the advertisement,and the means-end chain to be conveyed.

Accepted Answer

The appeal used in an advertisement should always be based on a careful analysis of the creative brief, the objective of the advertisement, and the means-end chain to be conveyed. This helps ensure that the message communicated in the ad is aligned with the intended audience and the desired outcome of the campaign.

Question 19

In a fear appeal,severity is the degree of potential physical,social,or psychological harm.

Accepted Answer

Severity refers to the degree of potential harm in a fear appeal.

Question 20

In the Clio Awards for radio ads,ads using a sex appeal are normally the most likely to win.

Accepted Answer

The statement is not true. The Clio Awards recognize creativity and effectiveness in advertising, regardless of the approach or tactic used. While some ads that use sex appeal may win awards, it is not a requirement or guarantee for winning. The judges consider various factors, such as the concept, execution, impact, and relevance to the audience.

Quiz 6: Advertising Design-Theoretical Frameworks and Types of Appeals