14 common advertisement techniques Introducing… 14 common advertisement techniques

“Everyone is doing it, so you should, too!” Bandwagon “Everyone is doing it, so you should, too!” http://www.youtube.com/watch?v=knW1hGwmEXQ Macy’s ad Old Navy Ad

The use of humor to attract people to a product The use of humor to attract people to a product. In other words, if a commercial makes you laugh, you are more likely to want the product. Humor http://www.youtube.com/watch?v=O8yypD7RiJU http://www.youtube.com/watch?v=Iy5jiYWuNKo http://www.youtube.com/watch?v=3PiQiuA-WbI http://www.youtube.com/watch?v=0eN9KP6lOZs

Patriotism Patriotism http://www.youtube.com/watch?v=kxYy89XgOfI This strategy links your endorsement of the product with patriotism. In other words, the subliminal message is that if you buy X you are more patriotic. Patriotism

Glittering Generalities This strategy uses broad appealing words to describe the product. The hopes are that the overwhelming positive connotation of such words will draw you towards the product (ex: use of words like “equality,” “freedom,” etc. that consistently carry a positive connotation). http://www.youtube.com/watch?v=I9zHL8gswbM

Sex Appeal http://www.youtube.com/watch?v=T5s_XTLlXao&feature=related This strategy lures people with the use of love/attraction and/or beautiful people http://www.youtube.com/watch?v=T5s_XTLlXao&feature=related http://www.youtube.com/watch?v=Q63hl9dUFns

Facts and Figures Commercials employing this strategy use statistics to try to prove the superiority of a product http://www.youtube.com/watch?v=ZajNLxnmq3w&feature=related http://www.youtube.com/watch?v=S6zaCaXrXSc&feature=related

Open comparisons http://www.youtube.com/watch?v=eeEPoRkGM_c&NR=1 http://www.youtube.com/watch?v=XNSo76_m5H8 This strategy makes a comparison of the product to a second unspecified product (ex: “works better than your average soap”—but what is the average soap?)

This approach emphasizes the positive attributes and minimizes the negative aspects of the product. Card-stacking http://www.youtube.com/watch?v=0OLdo06RKu8&feature=related

Transfer http://www.youtube.com/watch?v=wMwoexR1evo http://www.youtube.com/watch?v=IwnoW6g-wtA&feature=related Transfer When the feelings that people have for one subject, either positive or negative, are transferred to another issue. For example, a song people love is played with the commercial to transfer their affinity for the music to the product.

Snob Appeal This strategy creates an illusion that only an elite group can have the product. Accordingly, if you want to be powerful/rich/important, you should desire this product. http://www.youtube.com/watch?v=B3_U5siA-14

Plain Folks http://www.youtube.com/watch?v=V8BIUJRU3Ts This strategy makes the product appear to be useful for an average person. Thus, it should be something that everyone should want.

Fear This advertizing strategy uses the emotion of fear to motivate people into action. http://www.youtube.com/watch?v=-YjrkBYDDQM&feature=related http://www.youtube.com/watch?v=qdK9zSl2cgE

Testimonial In a testimonial ad, someone shares their experiences with the product. It is assumed that you will have a similar experience to the speaker if you buy the product. http://www.youtube.com/watch?v=oRvj8AMBcG8 http://www.youtube.com/watch?v=TcLOa8Pq7C8&feature=related

Celebrity endorsement This refers to the use of someone famous to attract people to a product. http://www.youtube.com/watch?v=b0AGiq9j_Ak&feature=related