Advertising Forms of Persuasion & Advertising Techniques

Where do you see/hear advertisements  TV  Radio  Magazine Ads  Billboards  Flyers  Internet

Target Market…. Who is the Customer?  The company is trying to reach a certain customer. Age Group Male/Female Student Single/Married Special Interest  Music, Sports, Fashion, Food

Types of Advertising  Brand Advertising If you remember the brand name, you will buy that the store. You start to depend on the quality Usually more expensive – to pay cost of advertising

Types of Advertising Brand con’t.  Slogans & Jingles  Catchy tunes &phrases entertain you and help you remember a brand. “Who lives in a pineapple under the sea?”

Types of Advertising  Informative Designed to Influence you to buy product  They educate/inform you about the product  (Car- Features: breaks, fuel, air bags etc)

Types of Advertising  Persuasive Forms of Persuasion  Rational Appeal Uses facts and knowledge  Emotional Appeal Play on emotional desires and needs  (shows a product bringing love or success to someone or something)

 Positive Appeal An ad that says a product is wonderful  (tells good but not the bad) Types of Advertising: Forms of Persuasion

 Negative Appeal Negative Appeal An ad that says something is dangerous-arouses your curiosity Types of Advertising: Forms of Persuasion

 Humor Appeal Humor Appeal Etrade Commercial Meant to stick in your mind (you’re so amused you tell others)

 Sex Appeal Sex Appeal Cashew Commercials Plays on your desire to be attractive Types of Advertising: Forms of Persuasion

 Fear Appeal Fear Appeal Reminds you of natural fears, and suggests a product or service will somehow protect you Types of Advertising: Forms of Persuasion

Types of Advertising  Comparative Two competing products are used

Advertising Techniques  Testimonial Testimonial Shows people saying how good a product is

Endorsement A “famous” person saying how good a product is

Problem Solving White Strips Provide a solution to some difficulty

Advertising Techniques  Scientific Ad Shows favorable results from a test

Advertising Techniques  Demonstration Ad Demonstration Ad Shows how a product works

Advertising Techniques  Life-Style Ad Life-Style Ad Connects a product with a glamorous way of life

Advertising Techniques  Bandwagon Shows lots of people using the product