1. Propaganda
“Their [the advertisers] purpose is to persuade us to believe in something or to do something that we would not normally believe or do.”
WebQuest

2. Propaganda Any technique used to influence the actions
and beliefs of people.

3. Advertising
The action of attracting public attention to a product or business
Slogan
A word or phrase used by a business or any group to advertise its product or purpose

4. WHO DO WE SELL TO??
Target Audience- the group of people most likely to use a product
Consumer- a person who purchases and uses food, clothing or any manufactured item

5. Advertising Techniques
Sell, sell, sell!

6. “Are your teeth stained
Bad Words
Uses words to describe ugly, unpleasant situations that make you want to buy the product.
“Are your teeth stained
brown or yellow?”

7. Influences the public to believe that “everyone is doing it”
Bandwagon
Influences the public to believe
that “everyone is doing it”
“All my friends drink Capri Sun!”

8. Emotional/Transfer
Appeals to the special feelings we have for family, friends, etc. Those happy feelings might transfer to the product.
“Tickets to an Astro’s game = $50.
Seeing your son catch the winning
homerun ball = priceless!”

9. Glad Words Happy words that imply excellence or uniqueness are used.
“Beautifully carved out of the
most exquisite oak”

10. Humor
Clever or funny situations that put buyers in a good mood. The humor is often in the pictures.
The Snack Fairy

11. Institutional Doesn’t promote a product –
it promotes the entire industry.
“Beef – it’s what’s for dinner tonight!”

12. Name Calling Puts down or insults another product
“Diet Coke drinkers reported a
nasty after-taste.”

13. Permissible Lie Claims that their product is better than all others
“The best suitcase on the market”

14. “Smart moms choose Jif Peanut Butter”
Plain Folks
Used for products which are designed for everyday living and keep families happy, well-fed, clean and within their budget. The “typical” American family, their pets and problems are highlighted.
“Smart moms choose Jif Peanut Butter”

15. “Experienced teachers choose
Professional
Aimed at a specific group of professional people such as doctors or teachers.
“Experienced teachers choose
the EZ Grader!”

16. Used to promote education, disease prevention or a worthy cause
Public Service
Used to promote education, disease prevention or a worthy cause
“Send in the pink lids from your yogurt, and Yoplait will make a donation to help fight breast cancer.”

17. Repitition Repeats the product name at least
four times. Even if we don’t like the message, hearing it over and over
can finally wear us down
“Drink Tang! Tang tastes great! Tang has lots of vitamins! We love Tang!”

18. Snob Appeal
Promotes the idea that their product is only for a select group of people. Choosing it reflects your good taste and helps you to be the very best.
“Lexus – for those who enjoy
luxury and can afford it!”

19. Stacking the Cards Promises fast and fantastic results
that are seldom delivered.
“White Strips will brighten your teeth
by 5 shades in only 10 days”

20. “Four out of five dentists recommend Bright Smile Toothpaste.”
Statistics
Gives percentages, survey results, or other numbers to prove their product. The statistics are often misleading.
“Four out of five dentists recommend Bright Smile Toothpaste.”

21. Technical Jargon
Uses scientific words or technical terms to make the product seem better.
“Our new face cream is made with anti-aging emollient infusing vitamins.”

22. Testimonial Involves a celebrity or psuedo-
celebrity endorsing the product
“Use the mouthwash that
Chris Brown uses!”