Advertising messages tend to have the following common components:
The Appeal – It is the component that captures the attention of the consumer. It may be humorous like in Mentos ads, sexual like in Durex ads, adventurous like in Thums-Up ads or emotional as in insurance ads etc.
The Value Proposition – This component includes the basic value proposition offered to the consumer. This forms the main part of the advertising message.
The Tagline / Catchphrase – Every good ad campaign has a tagline, slogan or catchphrase that is repeated across all the different media in order to place firmly the product in the consumer’s mind.