1. Glittering Generalities: usually one word is singled out, and it sounds appealing, but is difficult to define Ex: dignity, freedom, fame, integrity,

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Presentation transcript:

1. Glittering Generalities: usually one word is singled out, and it sounds appealing, but is difficult to define Ex: dignity, freedom, fame, integrity, justice, tasty, sensational Ex: dignity, freedom, fame, integrity, justice, tasty, sensational Advertisement Appeals

2. Transfer: transferring ideas and emotions from one thing to another (simile or metaphor) Ex: “Tommy Hilfiger designs clothes for men that are as classic as a ‘55 Thunderbird” Ex: “Tommy Hilfiger designs clothes for men that are as classic as a ‘55 Thunderbird” “Smoke a Mint Fresh and get a breath of springtime” “Smoke a Mint Fresh and get a breath of springtime” Advertisement Appeals

2. Transfer: transferring ideas and emotions from one thing to another (simile or metaphor) Advertisement Appeals

2. Transfer: transferring ideas and emotions from one thing to another (simile or metaphor) Advertisement Appeals

3. Hidden Fears: playing upon the individual’s insecurities Advertisement Appeals

3. Hidden Fears: playing upon the individual’s insecurities

4. Testimonial: endorsement by a well- known individual or organization Advertisement Appeals

4. Testimonial: endorsement by a well- known individual or organization Advertisement Appeals

5. Emotional Appeal: attempts to create positive or negative emotions in the viewer (ex: joy, jealousy, sadness, rage, etc.) Advertisement Appeals

This is also testimonial

6. Facts and Figures: using proven facts and numbers (ex: statistics) Advertisement Appeals

7. Bandwagon: the suggestion that everyone is doing it; ex: “#1 Best Seller!” “Everyone has one!” Advertisement Appeals

7. Bandwagon: the suggestion that everyone is doing it; ex: “#1 Best Seller!” “Everyone has one!” Advertisement Appeals This is also facts/figures

8. Plain Folks: appeals to simple living (ex: old-time mom and pops; country folk) Advertisement Appeals

8. Plain Folks: 8. Plain Folks: appeals to simple living (ex: old-time mom and pops; country folk)

Advertisement Appeals 8. Plain Folks: 8. Plain Folks: appeals to simple living (ex: old-time mom and pops; country folk) This is also transfer

9. Snob Appeal: appeals to the rich life and the desire for status Advertisement Appeals

9. Snob Appeal: appeals to the rich life and the desire for status

Advertisement Appeals 9. Snob Appeal: appeals to the rich life and the desire for status This is also emotional appeal

10. Gender Appeal: either direct or underlying, through images or words Advertisement Appeals

10. Gender Appeal: either direct or underlying, through images or words

11. Humourous Appeal: the reality of the ad would be a ridiculous concept to viewers Advertisement Appeals

11. Humourous Appeal: the reality of the ad would be a ridiculous concept to viewers

Advertisement Appeals 11. Humourous Appeal: the reality of the ad would be a ridiculous concept to viewers

Advertisement Appeals 11. Humourous Appeal: the reality of the ad would be a ridiculous concept to viewers

What Appeals Do You See? testimonial Facts / figures Emotional? (desire to please)

Now that you know how the advertisers do it, you will be more aware of why certain products are persuasive. No more media hypnosis!