8/25/ Advertising Techniques Ms. Bokpe
Avante Garde The suggestion that using this product puts the user ahead of the times. The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy. A toy manufacturer encourages kids to be the first on their block to have a new toy. 8/25/2015 2
3 Weasel words “Weasel words” are used to suggest a positive meaning without actually really making any (i.e. “helps,” “up to,” “almost,” “fights,” “best-selling,” or “freshest-tasking” to imply a product is better than it may actually be).—A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. “Weasel words” are used to suggest a positive meaning without actually really making any (i.e. “helps,” “up to,” “almost,” “fights,” “best-selling,” or “freshest-tasking” to imply a product is better than it may actually be).—A scientist says that a diet product might help you to lose weight the way it helped him to lose weight p=37B6487C8CCA1C1D&playnext=1&index=2 p=37B6487C8CCA1C1D&playnext=1&index=2 p=37B6487C8CCA1C1D&playnext=1&index=2 p=37B6487C8CCA1C1D&playnext=1&index=2
Plain Folks The suggestion that the product is a practical product of good value for ordinary people. The suggestion that the product is a practical product of good value for ordinary people. --A cereal manufacturer shows --A cereal manufacturer shows an ordinary family sitting down an ordinary family sitting down to breakfast and enjoying to breakfast and enjoying their product. their product. 8/25/2015 4
5 Snob appeal The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.—A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery. The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle.—A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery
8/25/2015 6
Bribery Bribery offers you something “extra.” –Buy a burger; get free fries. Buy one and get the second one for half price! Bribery offers you something “extra.” –Buy a burger; get free fries. Buy one and get the second one for half price! wS7g wS7g wS7g wS7g 8/25/2015 7
8 Bandwagon The suggestion that you should join the crowd or be on the winning side by using a product—you don’t want to be the only person without it!! Use the product and be cool. ttp:// V0c The suggestion that you should join the crowd or be on the winning side by using a product—you don’t want to be the only person without it!! Use the product and be cool. ttp:// V0c ttp:// V0c ttp:// V0c mEXQ mEXQ mEXQ mEXQ
8/25/2015 9
10 Humour and irony Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language. Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language U&feature=related U&feature=related U&feature=related U&feature=related japanese-commercials-starring-hollywood-actors/ japanese-commercials-starring-hollywood-actors/ japanese-commercials-starring-hollywood-actors/ japanese-commercials-starring-hollywood-actors/
Facts Statistics and objective factual information is used to prove the superiority of the product.— A car manufacturer quotes the amount of time it takes their car to get from 0 to 100 kph. Statistics and objective factual information is used to prove the superiority of the product.— A car manufacturer quotes the amount of time it takes their car to get from 0 to 100 kph. 8/25/
8/25/ Testimonial or Endorsement A famous personality is used to endorse the product.—a famous basketball player (Michael Jordan) recommends a particular brand of shoes. A famous personality is used to endorse the product.—a famous basketball player (Michael Jordan) recommends a particular brand of shoes. Michael Jackson Michael Jackson w w w w Federer>Gillette Federer>Gillette
8/25/
8/25/ Guilt and fear Advertisers often consciously exploit the viewer’s normal fears and guilt, such as the fear of being unpopular or the guilt people feel about spending less time with their families. Advertisers often consciously exploit the viewer’s normal fears and guilt, such as the fear of being unpopular or the guilt people feel about spending less time with their families
8/25/
Name calling Name calling is abusive or insulting language referring to a person or group, a verbal abuse to caste them into a negative position. Name calling is abusive or insulting language referring to a person or group, a verbal abuse to caste them into a negative position.abusiveinsultingverbal abuseabusiveinsultingverbal abuse 8/25/
8/25/
8/25/
8/25/ Top 10 Ads EU&feature=related EU&feature=related EU&feature=related EU&feature=related Sample Ads Sample Ads 03/04/persuasive-techniques-in-advertising/ 03/04/persuasive-techniques-in-advertising/ 03/04/persuasive-techniques-in-advertising/ 03/04/persuasive-techniques-in-advertising/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/
8/25/