Explaining Each Message

Message 1 - "Tiny Babies Are The Way To Go"

This is a fear inducing message. Its message is that to avoid having unhealthy and under weight babies do not smoke. This message, although being an anti smoking ad, relates to obesity as well on a different spectrum then what has been discussed in our blog so far. Smoking can cause babies to be under weight which is just as unhealthy as a baby being over weight. This message really speaks to mothers who have children or who are having children. One of the components for a fear message to work is for there to be a real risk for negative events in their life. Smoking while pregnant is definitely a real risk.

Message 2 - "Alli"

This ad is a complex, two sided message designed to appeal to central route processing. Central processing is careful processing based on the logic of the information. This commercial tells you that diet and exercise are the true way to lose weight. However, it also tells you that with this product, Alli, weight loss will be enhanced and/or easier. This ad shows a woman at her computer seeking out information about Alli. She is asking questions that any person would ask before buying this product, and they are being answered by people who have used the product. This message definitely appeals to central route processing by using the expertise technique. By having people who have already used the product talk about it and explain how it works, makes it more believe able for other people to go out and buy it.

Message 3 - "Subway"

Everyone is trying to eat healthier these days which means Subway is making more commercials that point out the negative aspects of fast food. This ad definitely induces peripheral route processing by describing all the negative affects fast food has on your body. They are using different types of words to describe what their body feels like or looks like after eating greasy fast food. Then the Subway ad mentions how their fresh fit meals are adovcated by the American Heart Association. That will definitely make people choose Subway for a healthier life style.
by,
catherine