ADVERTISING TECHNIQUES Family & Consumer Science Mrs. Fleagle Grade 8

vocabulary Slogan - A brief attention getting phrase advertisers use to get your attention Icon – An emblem, song (jingle) or symbol that represents a product or service.

Name the product The Quicker Picker-Upper Taste the Rainbow Just Do It Breakfast of Champions Melts in your mouth, not in your hands Eat More Chickin Have it Your Way Choosey Moms choose __ __ __

Name the company

Nostalgia Back in the good old days Plainfolks, back-to-nature, just the way Grandma used to make it Hidden Valley Ranch Dressing CocaCola Kashi Country Time Lemonade

bandwagon Don’t be left out Everyone who is anyone is buying this product Buy gold Car Dealers Magazine assembly

Transfer/fantasy Beautiful, elegant, rich, fit Advertisers hope that consumers will transfer these qualities to themselves and purchase the products Luxury cars – Cadillac, BMW, Mercedes Cosmetics, Hair Care Perfume/Cologne

humor Makes you laugh. People purchase the product because of the positive association with it. E*trade – Babies Verizon FIOS – Cable guy and tech guy Orbit – Dirty mouth

Sense Appeal Appeals to the senses Feature colors, sounds, music, pictures. 5 Gum Dell laptops – “lollipop” Skittles

Statistics Numbers and facts People tend to be impressed with “facts” and statistics even if they have little or no meaning. Toothpaste – 4 out of 5 dentists surveyed recommend… Skin care – 40% reduction of fine lines & wrinkles… Medicine

Testimonial Important or well-known people use the product. Celebrity endorsement. Makes you think if they use it you should too. Katie Perry - ProActive Jennifer Hudson-Weight Watchers Michael Jordan – Nike, Hanes

QUIZ MATCHING: A. Humor B. Sense Appeal C. Transfer/Fantasy D. Testimonial E. Nostalgia F. Statistics G. Bandwagon ______________________________________________________________________ ____1. “Lose weight the way 6 million Americans have. It’s the method 3 out of 4 doctors recommend.” ____2. A cool, sparkling soft drink sits next to a hot sizzling cheeseburger. ____3. A famous actor says that he buys a product and recommends it to everyone. ____4. Lemonade is served on the back porch of a house situated near an ol’ fishin’ pond. ____5. “Buy your next car at Crazy Joe’s, where everyone gets the best deal around!” ____6. A person falls down a flight of steps and says, “it’s the kind of soft drink you could fall for!” ____7. A woman driving in her new convertible runs her hands through her beautiful blonde hair to show how great Shimmer Shampoo works.

ANSWER KEY A. Humor B. Sense Appeal C. Transfer/Fantasy MATCHING: A. Humor B. Sense Appeal C. Transfer/Fantasy D. Testimonial E. Nostalgia F. Statistics G. Bandwagon ______________________________________________________________________ __F__1. “Lose weight the way 6 million Americans have. It’s the method 3 out of 4 doctors recommend.” __B_2. A cool, sparkling soft drink sits next to a hot sizzling cheeseburger. __D__3. A famous actor says that he buys a product and recommends it to everyone. __E__4. Lemonade is served on the back porch of a house situated near an old fishin’ pond. __G__5. “Buy your next car at Crazy Joe’s, where everyone gets the best deal around!” __A__6. A person falls down a flight of steps and says, “it’s the kind of soft drink you could fall for!” __C__7. A woman driving in her new convertible runs her hands through her beautiful blonde hair to show how great Shimmer Shampoo works.