Message Without Words Essay Example | Topics and Well Written Essays - 2000 words

Message Without Words - Essay Example Numerous researches have been carried out on the role of emotions in advertising messaging. Du Plessis (2005) links emotional adverts with construction of positive attitudes towards an advert such as likeability, and also associates it with brand recall and recognition. According to Kamins et al (1991), consumers viewing an advert will adopt the mood presented in it, for instance, an advert with a happy mood will leave the consumers with a happy mood while an advert with a sombre mood will leave them in a sombre mood. Therefore, this message’s primary goals are to create brand recognition and recall and generate positive attitudes among the customers. However, this message targets kids and teens. This is evident from the image, which portrays three kids.A marketing model must incorporate and mirror the overall goals of the company. This advert will use a marketing strategy model that will elicit interest, attention, desire and action. The advertising strategy will revolve arou nd positioning of the products of Benetton, communication media, and the target market.The positioning aspect of the advertising strategy will rely on the positioning message that will accompany the image. This statement, â€Å"You are part of the Family†, will give the values held by the company on customers. This will evoke emotions among the customers. This statement gives the customer a reason to purchase the products of Benetton. Additionally, a statement giving the attributes of the products offered.