1. Advertising
Methods of Persuasion

2. Testimonial
The endorsement of a product by a well-known person or organization
For example, Nikon uses Ashton Kutcher

3. Transfer The shifting of qualities from one thing to another.
Transfer is done by using popular symbols such as flags and well know people in a commercial with the product being sold. The consumer sees the product being sold along with the popular symbol and assumes that the product is just as good, or desirable, or famous as the popular symbol.
For example, Chuck Norris

4. Plain Folks
Talking down to the viewers in order to appear just like them
For example, Jared Fogle and Subway

5. Bandwagon The suggestion that everyone is using or doing something
For example, Pepsi is the taste of the new generation

6. Snob Appeal The association of a product with a desirable lifestyle
For example Grey Poupon mustard

7. Facts and Figures
The implication that figures and statistics prove a point beyond dispute
For example Coca-Cola statistics commercial

8. Hidden Fears
The exploitation of an individual’s fears and insecurities.
For example, “Meth, not even once”

9. Repetition
The constant statement of an idea to fix the image of a product in the audience’s mind.
For example, Kit-Kat

10. Magic Ingredients
The implication that a product’s effectiveness is scientifically based.
skin and cosmetic products use this method all the time.

11. Weasal Words
The use of vague terms to mislead the viewer into thinking the product is better than it really is.
For example Trident gum

12. Spin
The attempt to turn negative evidence into something that the public will perceive positively.
Used a lot in political Ads.
For example Mayor Rob Ford…his publicists spin the truth to make him a “regular guy” that people can relate to because everyone makes mistakes.

13. Call to Action Asks the audience to do something
For example, take the Pepsi challenge; like us on Facebook etc.

14. Examples of some popular jingles
Jingles / Lively Music
Examples of some popular jingles
“Harvey’s makes your hamburger, a beautiful thing.”
“Bada ba ba ba … I’m lovin’ it.”
Popular Music
Nostalgic music for older consumers - “Like a Rock”
“Techno” or hip-hop music are a popular background music style - especially products marketed to kids.

15. Competitor Comparison
This technique tells how one product is somehow better than the competition.
For example, Dawn dish soap washes more dishes than Sunlight

16. How to view advertisements

17. View the Ad as a whole, consider:
Your first impression of the ad
its overall look
its tone and atmosphere
the storyline (if one exists); is there a climax and resolution?
possible target audience

18. Be specific about the audience
narrow it down
is the ad placed properly to reach the intended audience?

19. Determine the message What atmosphere does it convey?
What people are in the ad?
Stereotypes? Body language?
Celebrity? Why use this person?
Is a story being told?
Does the content imply a certain lifestyle?

20. Examine the language used
What message is conveyed?
Key words and phrases?
Claims?
What techniques are being used?
Connotative (implied) and Denotative (actual meaning) messages

21. Other Considerations
How effective is the advertisement in communicating a message?
What emotional hooks are used?
Will you remember the product or slogan?
Social values?
What social attitudes are indirectly reflected in the ad?