2. 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

3. 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

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

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

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

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

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

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

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

11. This is also testimonial

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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