Advertising Methods of Persuasion

Testimonial The endorsement of a product by a well-known person or organization For example, Nikon uses Ashton Kutcher

Transfer The shifting of qualities from one thing to another. Transfer is done by using popular symbols such as flags and well know people in a commercial with the product being sold. The consumer sees the product being sold along with the popular symbol and assumes that the product is just as good, or desirable, or famous as the popular symbol. For example, Chuck Norris

Plain Folks Talking down to the viewers in order to appear just like them For example, Jared Fogle and Subway

Bandwagon The suggestion that everyone is using or doing something For example, Pepsi is the taste of the new generation

Snob Appeal The association of a product with a desirable lifestyle For example Grey Poupon mustard

Facts and Figures The implication that figures and statistics prove a point beyond dispute For example Coca-Cola statistics commercial

Hidden Fears The exploitation of an individual’s fears and insecurities. For example, “Meth, not even once”

Repetition The constant statement of an idea to fix the image of a product in the audience’s mind. For example, Kit-Kat

Magic Ingredients The implication that a product’s effectiveness is scientifically based. skin and cosmetic products use this method all the time.

Weasal Words The use of vague terms to mislead the viewer into thinking the product is better than it really is. For example Trident gum

Spin The attempt to turn negative evidence into something that the public will perceive positively. Used a lot in political Ads. For example Mayor Rob Ford…his publicists spin the truth to make him a “regular guy” that people can relate to because everyone makes mistakes.

Call to Action Asks the audience to do something For example, take the Pepsi challenge; like us on Facebook etc.

Examples of some popular jingles Jingles / Lively Music Examples of some popular jingles “Harvey’s makes your hamburger, a beautiful thing.” “Bada ba ba ba … I’m lovin’ it.” https://www.youtube.com/watch?v=gZ1nfdO_3Aw#t=15 Popular Music Nostalgic music for older consumers - “Like a Rock” “Techno” or hip-hop music are a popular background music style - especially products marketed to kids.

Competitor Comparison This technique tells how one product is somehow better than the competition. For example, Dawn dish soap washes more dishes than Sunlight

How to view advertisements

View the Ad as a whole, consider: Your first impression of the ad its overall look its tone and atmosphere the storyline (if one exists); is there a climax and resolution? possible target audience

Be specific about the audience narrow it down is the ad placed properly to reach the intended audience?

Determine the message What atmosphere does it convey? What people are in the ad? Stereotypes? Body language? Celebrity? Why use this person? Is a story being told? Does the content imply a certain lifestyle?

Examine the language used What message is conveyed? Key words and phrases? Claims? What techniques are being used? Connotative (implied) and Denotative (actual meaning) messages

Other Considerations How effective is the advertisement in communicating a message? What emotional hooks are used? Will you remember the product or slogan? Social values? What social attitudes are indirectly reflected in the ad?