A message strategy is the primary tactic or approach used to deliver the message theme. Ethos. These include repetition, organising new language, summarising meaning, guessing meaning from context, using imagery for memorisation. Cognitive dissonance. Resonance message strategy connects a product with consumer's experiences in order to build up a bond with the brand. It’s the language and phrasing that appears on your website and in other materials you use to promote yourself, from product messaging to marketing messaging – and everything in between. The message theme, or the outline of the key ideas in the ad, is a central part of the creative brief. Develops a speaker’s credibility. Moves an audience by pointing out inconsistencies between new information and their currently held beliefs, attitudes, and values. Evokes an emotional response from the audience. Review of Persuasive Strategies. but rather seeks to present situations that find counterparts … Logos. Brand messaging is the overarching term for the words used by your brand. Evokes a rational, cognitive response from the audience. The message strategy is the plan for the production of the advertisement. A cognitive message strategy is the presentation of rational arguments or pieces of information to consumers. The message strategy aims to communicate the brand to the target market in a creative and persuasive manner (Ouwersloot & Duncan, 2008:154). Cognitive Message Strategy Its goal is to design an ad that will have an impact on a person’s beliefs and/or knowledge structure. A cognitive message strategy presents rational arguments or pieces of information to consumers. Cognitive Strategies This can be accomplished by suggesting any one of a wide variety of potential product benefits. 3.2 MESSAGE STRATEGY . The message theme can be created using a number of message strategies. Cognitive message strategies are designed to influence the cognitive component of attitude, which deals with beliefs and knowledge. All of these strategies involve deliberate manipulation of language to improve learning. 5 Elements of a Successful Brand Messaging Strategy. There are three broad categories of message strategies: 1. Cognitive strategies are one type of learning strategy that learners use in order to learn more successfully. O’Guinn et al. Pathos. Resonance advertising does not focus on product attributes or brand images.