Advertising Appeals and Techniques

Target audience—the group of people that an ad is focused to reach; the intended buyers of the product or service Demographics—a population’s statistical characteristics (age, gender, income, education level, etc.)

Plays on people’s desire to “join the crowd.” Bandwagon Plays on people’s desire to “join the crowd.”

Bandwagon

Glittering Generalities AKA “weasel words”—positive connotations ; suggest qualities that can’t be proven or are empty of real meaning.

Suggests that the products user is part of an elite group deserving of the “finer things.” Snob Appeal

Snob Appeal

Transfer Words and images with positive connotations are used to suggest a connection with the product.

Transfer

Sex Appeal/Romance Appeal

Sex Appeal/Romance Appeal

The appeal of happy memories or the good old days Nostalgia The appeal of happy memories or the good old days

Plain Folks Suggests good value, shows ordinary people in everyday situations, emphasizes family, traditional values, etc.

Plain Folks Suggests good value, shows ordinary people in everyday situations, emphasizes family, traditional values, etc.

Testimonial/Endorsement A famous person is used to endorse the product.

Testimonial/Endorsement A famous person is used to endorse the product.

“Scientific” Evidence Use of technical or scientific language meant to sound intelligent or convincing, but often lacking evidence.

“Scientific” Evidence

Authority Appeal Citing a source of expertise to create a sense of reliability; may include recognized individuals who have achieved in the field, professional organizations, etc.

Authority Appeal

Humor

Dismemberment

Color

Health and Fitness

Public Service Announcement Brief radio, TV, or print ad that provides information for the good of the audience

Public Service Announcement Brief radio, TV, or print ad that provides information for the good of the audience

Public Service Announcement Brief radio, TV, or print ad that provides information for the good of the audience

Sample analysis of product advertising: Identifying target market Examining appeals Noting design and text elements

“Souper” Advertising Techniques Cynthia Stanley English I 3 February 2014

Campbell’s Soup relies primarily on emotional appeal in this 1940s era ad. A motherly woman serves soup to a young man, whose uniform inspires patriotic feeling in the consumer. The cartoon Revolutionary War figure at the bottom of the ad further suggests American tradition and loyalty. The woman’s red and white dress ties in with the soup can label, and they are of course two of the colors in our flag. The heading text, “All-out Aid for a Hungry Man,” hints at the supportive role women play for men and that civilians may lend to the military. The ideas of tradition and plain, wholesome food could also be considered Plain Folks.

Both of these ads, for Lipton and Campbell’s soups, are targeted at mothers of young children. Soup is presented as both comforting and nourishing in both, as a food that proves that mothers care enough to make an extra effort. The girl on the left has caused her mother extra work, but soup is equated with patience and forgiveness . The photo in the second ad includes milk and a sandwich. Both situations are Plain Folks, emphasizing everyday family life. The words “fresh” (repeated) and “better” are Glittering Generalities.

Campbell’s again makes use of Plain Folks appeal Campbell’s again makes use of Plain Folks appeal. A busy woman loves the convenience of soup, and a good mother gives her children a lunch that makes kids better students. The chubby children are considered healthy and well fed. The use of quotation marks is the “testimonial” of a typical housewife. The rhyming ad reflects childhood learning.

These Endorsements for Campbell’s Soup feature celebrities from the past and present. The actor Fred MacMurray is featured in an ad full of Glittering Generalities—”golden,” “delicious,” glistening”—and a rhyming “Oodles of noodles” to show how hearty the soup is. The football player’s ad also points up the hearty nature of the soup but adds the idea of nutrition: “100% lean meat” and the cleverly worded “We put the protein in the pro.”

Progresso soup uses a kind of backhanded Nostalgia in one ad and the Bandwagon technique in the other. Comparing the Campbell’s chicken soup negatively to its chunkier version, Progresso implies that the adult tastes are more refined and discerning. Little stars may have impressed the child, but the grown-up wants more substance. The second ad illustrates a larger number of people preferring Progresso, which even has a bigger can than the rival company.

T. The ads pictured here target the health- T The ads pictured here target the health- and weight-conscious consumer. The Campbell’s ad may appeal more to men, with the chunky mugs and references to fuel and staying fit through activities such as jogging and cycling. The font is bold and plain and the prominent text is fragmentary, masculine in its directness. The Progresso ad is more feminine in its text and design: The light blue background complements the darker blue of the label and text. The neat handwritten font of “Beat Diet Boredom” has a lighter, more lively flow than the statistics below it. The ideas of dieting and boredom reflect women’s concern with weight, and the “$1 off” appeals to the average middle-class family. Both ads employ alliteration—”Fuel for Fitness” and “Beat the Boredom” add interest.