Transcript Advertising Persuasive Techniques

Advertising Persuasive
Techniques
Be aware of the role of the media!
Purpose of Advertising
• You’re not immune!!!
• Advertising works below the level of
conscious awareness
• Selling lifestyles, not products
Advertising Persuasive Techniques
• Avante Garde
• Bandwagon
• Glittering
Generalities
• Hidden Fears
• Magic Ingredients
• Patriotism
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Plain Folks
Snob Appeal
Transfer
Testimonial
Wit and Humor
Facts and Figures
Glittering Generalities
• Uses appealing words and images to sell
• An indirect message that suggests that if
you buy the wonderful product, it will
change your life
Ex. A cosmetic that will make you look
younger, a car that will give you status
Hidden Fears
• Suggests that the product will protect you
from some type of danger
Ex. A disinfectant spray that eliminates
harmful bacteria; a laundry detergent that
gets out embarrassing pit stains
Magic Ingredients
• The suggestion that some almost
miraculous discovery makes the product
exceptionally effective
• Ex. Oxy Clean advertisements
Patriotism
• The suggestion that purchasing this
product shows your love for your country
• Ex. A company that boasts about its
product being made in America (Chevy,
Ford)
Plain Folks
• The suggestion that the product is a
practical product of good value for ordinary
people
• Ex. A Walmart commercial explaining
about how easy it is to feed a normal
family with their low prices
Snob Appeal
• The suggestion that the use of the product
makes the customer part of an elite group
with a luxurious lifestyle
Ex. A coffee commercial showing people
dressed in formal gowns and tuxedos
sipping the product at an art gallery
Transfer
• Words and ideas with positive
connotations are used to suggest that the
positive qualities should be associated
with the product and the user
• Ex. Cotton advertisers will show people
wearing cotton clothing by the beach to
show that their product will keep you cool
on hot days
Testimonial
• A famous personality is used to endorse
the product
• Ex. Tiger Woods and Nike, Jessica
Simpson and Proactiv, Eva Longoria
L’Oreal
Wit and Humor
• Customers are attracted to products that
divert the audience by giving viewers a
reason to laugh or to be entertained
• Clever use of visuals or language
Facts and Figures
• Statistics and factual information is used to
prove the superiority of the product
• Operates under the theory that you can’t
argue with statistics
• Ex. manufacturer quotes the amount of
time it takes the car to get from 0 to 100
mph
Avante Garde
• Using the product puts you ahead of the
times
• Ex. Be the first on your block to drive the
new BMW
Bandwagon
• A form of propaganda
• Exploits the desire of most people to join
the crowd or winning side
• The popularity of the product is important
to people
• Even when people claim they our choices,
they usually choose the most popular
products