A STUDY ON THE ELEMENTAL STRUCTURE OF THE ADVERTISEMENT MESSAGE

Kim, Yong-tae

I. Introduction

The purpose of this study is to examine the elements of the advertisement message-that is, to define each elemental role - and to decide how to compose the elemental structure so as to adapt it to the environmental change.

The methodology is based on structuralism.

II. Consumers' Cognitive Structure

Before referring to the elements of the ad message, we must look into consumers' cognitive structure first. Because the latter is the clue to analysis of the former.

As far as consumers' cognitive structure is concerned, we can think of several theories as relevant sources of explanation.

As for cognitive device, the multi-store model, levels of processing capacity theory, activation model, and network model were reviewed, while as for cognitive process, hierarchy-of-effect model and McGuire's information processing theory were studied.

Consumers' cognition is composed of control device and the memory of which the elements are node, linkage and attribute list. The attribute list is divided into two parts, the inner-node(rational) attribute and the outer-note(emotional) attribute.

The motif-the input-has two-sided nature. One is (+) - the information nature, and the other is (-) - the problem arousing nature.

The cognition process is as follows:

Once a motif comes into control device, the motif is transferred to memory where the motif is positioned at one position of the multi-dimensional network of nodes and, the attribute list will be reinforced or changed as a result of the (+) and (-) motif's work. The final output is so-called behavior.

III. The elements of the advertisement message.

The elements of the advertisement message correspond to those of consumers' cognitive structure, that is, node, linkage, inner-and outer-node attribute list.

Ad message is composed of brand element(corresponding to node), positioning element(to linkage), attribute element(to inner-node attribute), image element(to outer-node element), and the behavior element.

The functions of each element are as follows:

1. Brand elements helps the audience remember the brand and associate the advertisement with the brand.

2. Positioning element positions a brand somewhere in consumers' mind as a motif positions itself in a network of nodes.

3. Attitude element creates, reinforces or changes consumer's attribute toward the brand.

4. Image element creates, reinforces or changes brand image.

5. Behavior element induces or forces consumers' behavior.

IV. Message Strategy based on Elemental Structure

According to the environmental change, The direct variable is consumers' cognitive level. The cognitive level is decide according to the product-life-cycle, the involvement, the amount of information and market leadership.

1. The earlier the stage of the product-life-cycle is, the more stress should be put on the brand element and the positioning element. And as the P.L.C. goes on, the stress should be transferred to the attitude element, or the image element or the behavior element.

2. The higher the involvement is, the more stress should be put on the attitude element. And in case of the low involvement product, the stress should be put on the brand element or the behavior element.

3. Generally, the market leader put the importance on the image element and the behavior element, on the other hand, the market follower should put the importance on the brand element and the attitude element.

4. According to the type of product, the stress should be varied. As for emotional product (a product which is generally bought because it emotionally moves the consumers o purchase), the stress should be put on the image element, and as for the rational product, on the attitude element.

V. Case Study-the 'NIKE' Ad Campaign.

When we look into the situation NIKE was faced which in early 1980's and its ad campaigns, it is learned that the success of the 'NIKE' ad campaign is attributable to a proper message strategy based on reasonable variation of elemental structure. In other words, the landing campaign, the second and the third campaign employed different elemental structure to adapt itself to environmental change.