Refutational Advertising

Last Updated on Wed, 22 Nov 2023 | Marketing Communications

Exhibit 6-11 A

refutational appeal is used to address nutritional concerns about almonds

Advertisement Refutational Appeal

cases, the visual portion of an ad may reduce its persuasiveness, since the processing stimulated by the picture may be less controlled and consequently less favorable than that stimulated by words.47

Pictures affect the way consumers process accompanying copy. A recent study showed that when verbal information was low in imagery value, the use of pictures providing examples increased both immediate and delayed recall of product attributes.48 However, when the verbal information was already high in imagery value, the addition of pictures did not increase recall. Advertisers often design ads where the visual image supports the verbal appeal to create a compelling impression in the consumer's mind. Notice how the ad for the CamelBak SnoBowl uses visual elements to support the claims made in the copy regarding the importance of being hydrated when skiing (Exhibit 6-12).

Sometimes advertisers use a different strategy; they design ads in which the visual portion is incongruent with or contradicts the verbal information presented. The logic behind this strategy is that the use of an unexpected picture or visual image will grab consumers' attention and get them to engage in more effortful or elaborative pro-cessing.49 A number of studies have shown that the use of a visual that is inconsistent with the verbal content leads to more recall and greater processing of the information presented.

Continue reading here: Message Appeals

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Readers' Questions

  • Sam Willis
    What is refutation in marketing?
    2 months ago
    • In marketing, refutation refers to the act of countering or rebutting any arguments, claims, or objections made by customers or competitors against a product, brand, or marketing campaign. It involves presenting evidence, explanations, or alternative viewpoints to discredit or challenge the opposing argument. Refutation is an important aspect of marketing as it allows marketers to address customer concerns or objections effectively, thus increasing the credibility and persuasiveness of their message. By anticipating and refuting potential doubts or criticisms, marketers can build trust with customers and encourage them to consider or believe in the value proposition of their product or brand.
    • Semhar
      What is refutational advertsing?
      1 year ago
      • Refutational advertising is a type of advertising that challenges and disproves any negative claims or opinions about a product or service. It is often used to counteract bad press, rumors, and other negative publicity. The refutational advertisement counters the negative claims with facts, evidence and persuasive arguments. The goal of refutational advertising is to minimize the effects of negative opinions and rebuild the trust of consumers in the product or service.
      • taija
        What Is Refutational Appeal In Advertising?
        1 year ago
        • Refutational appeal in advertising is a method of advertising that aims to disprove the beliefs or assumptions of a target audience. This approach is used to challenge consumers’ pre-existing attitudes or beliefs about a particular product or service. The goal is to refute those attitudes or beliefs in order to drive more sales or convince people to change their minds. The goal is to create an emotional connection between the product and the customer by demonstrating why the product is better than what they have previously believed.
        • CRISTIAN
          What is refutational approach in advertising?
          1 year ago
          • The refutational approach in advertising is a strategy that relies on challenging a competitor's claim or product, and presenting evidence to refute that claim. This approach is used to de-legitimize the competitor's product or service, while at the same time, highlighting the benefits of the advertiser's product or service. The goal of the refutational approach is to make the viewer question the validity of the competitor's product and believe that the advertiser's product is the better choice.
          • bertha
            What is refutational advertising?
            1 year ago
            • Refutational advertising is a type of advertising which goes beyond just promoting a product or service. It involves actively attacking a competitor's product or service in order to promote one's own product or service. It typically involves using verifiable facts and claims to discredit a competitor's product or service and make claims about one's own product or service.