Question

What role does the executional framework play in advertising design?

Answer 1

An executional framework defines how the ad is structured. Executional frameworks get your interest, create the desire for the good or service, and motivate you to purchase it.

 Animation

 Slice of life

 Dramatization

 Testimonial

 Authoritative

 Demonstration

 Fantasy

 Informative

Animation

Originally used by firms with small advertising budgets.

Increased use due to advances in computer technology.

Rotoscoping ,Clay animation, computer graphics

Slice of Life

(Dramatization

Attempt to provide solutions to the everyday problems faced by consumers or businesses.  

Show common things people experience, especially the problems they encounter. Then, the product is made available to solve the problem.

The testimonial type of executional framework is being used when a customer in an advertisement tells about a positive experience with a product.