Transcript Advertising Techniques

Advertising Techniques
What creates the need?
“Buy it for me now!”
Propaganda
Techniques used to influence opinions,
emotions, attitudes or behavior
• The purpose is to persuade the intended
audience to think/behave in a certain
manner
Recognizing Propaganda Techniques
(ads often use more than one)
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Bandwagon
Testimonial/Celebrity Spokesperson
Emotional Words
Glittering Generalities
Card Stacking
Name Calling
Plain Folk
Snob Appeal
Expert Opinion
Facts/Figures/Statistics
Patriotic Appeal
Logical Appeal
Repetition
Bandwagon
• persuasive technique that invites you to join
the crowd.
▫ Everybody’s doing it!
For Example:
• A friend convinces another friend to go to a
party by saying, “Everyone is going to be
there! Youll be laughed at if you don’t go, too!”
Example:
• Be where the action is. Shop at
Hang-out Mall.
Testimonial/Celebrity Spokesperson
• In this technique, famous people promote an item and
draw attention to a product
• Transfers admiration/respect for a celebrity to a
product
• Product can be inside or outside the celebrity’s
particular field
▫ Musical artists
▫ Sports giants
▫ Actors/actresses
Testimonial/Celebrity Spokesperson
• Example:
Emotional Words
Using words based on the connotations
associated with them
• May be Positive to draw you in
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luxury
beautiful
paradise
economical
• May be Negative to gain your sympathies
▫ starving
▫ abandoned
▫ hopeless
Ad with
emotional
words
“paradise”
Glittering Generalities
Using words/phrases that sound good but have no
real value or meaning - “Glittering” because it’s
falsely attractive
• Examples:
▫ The Acura automobile slogan, “Advance.”
▫ “A growing body of evidence suggests…”
▫ Propel Water sells itself as the fitness water. Its
current slogan is “Fit has a feeling.”
Card Stacking
• Only presents information that is positive
about a product and omits negative
information
Name - Calling
• Using selected words to give a negative impression of
your opponent/competition
• Used by politicians and product companies
Example
Plain Folk Appeal
• Appeals to ordinary/common people
Like a good neighbor…
Snob Appeal
• You “have arrived” if you use/buy this
product
• It makes you a part of the “elite”
• Because the product is “the best” you will
also be “the best” when you have it
• Opposite of Plain Folk Appeal
BMW
The Ultimate
Driving Machine
Expert Opinions
• Ads use experts such as doctors, dentists,
engineers, fitness trainers to say that they
recommend this product.
▫ Example: 4 out of 5 doctors prescribe Bayer
aspirin
Facts and Figures / Statistics
• In this persuasive technique, numbers, tables, and
graphs are used to show a product’s superiority
▫ An advertisement might read, “This product kills
99% of the germs. . .”
Patriotic Appeal
• Expresses support of or loyalty to your
country
…built
American tough
Logical Appeal
• Advertisers try to convince you to make the
right decision, smart decision, or best choice
in purchasing their product
• It makes sense to buy this
▫ Choosy moms choose JIF
▫ Save time and money with this
▫ Shop smart, buy here
Logical
appeal –
smarten up
Repetition
• Words or phrases in an advertisement are
repeated several times for effect.
▫ gets your attention
▫ stresses a slogan or product
▫ helps you remember the product or ad
Repetition
 What is repeated
in this ad?
Example
“Head-on, apply directly to the forehead.
Head-on, apply directly to the forehead.”
Click on the ad
to view commercial