Following are the various theories on advertising
Value Addition Theory
It was propounded by Martin Myer. This theory – 2 parts-
1.Adding value,not inherent to the product- e.g. Kurlon Mattress- sound sleep.
2.Creating additional value to the product- e.g.Parle biscuits- cleverness.
Emotion Theory
It was propounded by Plutchik. Stated that there are basic 8 emotions.
The basic eight emotions are:
fear - feeling afraid. Other words are terror (strong fear), shock, phobia (fear of one thing)
anger - feeling angry. Another word is rage. One can be angry with themselves or with others.
sorrow - feeling sad. Other words are sadness, grief (a stronger feeling, for example when someone has died) or
depression (feeling sad for a long time). Some people think depression is a different emotion.
joy - feeling happy. Other words are happiness, glee (when something good happens to someone or something bad happens to someone else), gladness.
disgust - feeling something is wrong or dirty.
acceptance - feeling happy with something.
anticipation - feeling happy because of something in the future.
surprise - how one feels when something happens quickly or when someone did not think it would happen.
Anticipation- Dream ads ( about the future)- e.g. Frankfinn flying school, Mutual Funds, Banks
Acceptance- An individual being accepted by society, a group- Fair & Lovely fairness creams,
Surprise- Total shock- Tide detergent, Vim Liquid, Rin advanced
Joy- Happy state, celebration moments- Jewellery ad, Cadbury chocolates
Anger- Ads that show anger- All out mosquito repellent
Fear- afraid- Saffola oil
Sadness- Partially sad at times- Airtel
Disgust- Feeling something is wrong - Itch guard
Advertising Effect Theory
Belief that does not exist in society is shown all the time and thus getting people to believe;e.g. Diamonds- Diamonds are forever, Pepsodent- Brushing teeth frequently.
Behavior is a result of a person’s coordination with the environment. Advertisements are aimed at striking & changing the behavior of people.
Value Addition Theory
It was propounded by Martin Myer. This theory – 2 parts-
1.Adding value,not inherent to the product- e.g. Kurlon Mattress- sound sleep.
2.Creating additional value to the product- e.g.Parle biscuits- cleverness.
Emotion Theory
It was propounded by Plutchik. Stated that there are basic 8 emotions.
The basic eight emotions are:
fear - feeling afraid. Other words are terror (strong fear), shock, phobia (fear of one thing)
anger - feeling angry. Another word is rage. One can be angry with themselves or with others.
sorrow - feeling sad. Other words are sadness, grief (a stronger feeling, for example when someone has died) or
depression (feeling sad for a long time). Some people think depression is a different emotion.
joy - feeling happy. Other words are happiness, glee (when something good happens to someone or something bad happens to someone else), gladness.
disgust - feeling something is wrong or dirty.
acceptance - feeling happy with something.
anticipation - feeling happy because of something in the future.
surprise - how one feels when something happens quickly or when someone did not think it would happen.
Anticipation- Dream ads ( about the future)- e.g. Frankfinn flying school, Mutual Funds, Banks
Acceptance- An individual being accepted by society, a group- Fair & Lovely fairness creams,
Surprise- Total shock- Tide detergent, Vim Liquid, Rin advanced
Joy- Happy state, celebration moments- Jewellery ad, Cadbury chocolates
Anger- Ads that show anger- All out mosquito repellent
Fear- afraid- Saffola oil
Sadness- Partially sad at times- Airtel
Disgust- Feeling something is wrong - Itch guard
Advertising Effect Theory
Belief that does not exist in society is shown all the time and thus getting people to believe;e.g. Diamonds- Diamonds are forever, Pepsodent- Brushing teeth frequently.
Behavior is a result of a person’s coordination with the environment. Advertisements are aimed at striking & changing the behavior of people.