1. Advertising Persuasive Techniques
Be aware of the role of the media!

2. Purpose of Advertising
You’re not immune!!!
Advertising works below the level of conscious awareness
Selling lifestyles, not products

3. Advertising Persuasive Techniques
Avante Garde
Bandwagon
Glittering Generalities
Hidden Fears
Magic Ingredients
Patriotism
Plain Folks
Snob Appeal
Transfer
Testimonial
Wit and Humor
Facts and Figures

4. Glittering Generalities
Uses appealing words and images to sell
An indirect message that suggests that if you buy the wonderful product, it will change your life
Ex. A cosmetic that will make you look younger, a car that will give you status

5. Hidden Fears
Suggests that the product will protect you from some type of danger
Ex. A disinfectant spray that eliminates harmful bacteria; a laundry detergent that gets out embarrassing pit stains

6. Magic Ingredients
The suggestion that some almost miraculous discovery makes the product exceptionally effective
Ex. Oxy Clean advertisements

7. Patriotism
The suggestion that purchasing this product shows your love for your country
Ex. A company that boasts about its product being made in America (Chevy, Ford)

8. Plain Folks
The suggestion that the product is a practical product of good value for ordinary people
Ex. A Walmart commercial explaining about how easy it is to feed a normal family with their low prices

9. Snob Appeal
The suggestion that the use of the product makes the customer part of an elite group with a luxurious lifestyle
Ex. A coffee commercial showing people dressed in formal gowns and tuxedos sipping the product at an art gallery

10. Transfer
Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user
Ex. Cotton advertisers will show people wearing cotton clothing by the beach to show that their product will keep you cool on hot days

11. Testimonial A famous personality is used to endorse the product
Ex. Tiger Woods and Nike, Jessica Simpson and Proactiv, Eva Longoria L’Oreal

12. Wit and Humor
Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained
Clever use of visuals or language

13. Facts and Figures
Statistics and factual information is used to prove the superiority of the product
Operates under the theory that you can’t argue with statistics
Ex. manufacturer quotes the amount of time it takes the car to get from 0 to 100 mph

14. Avante Garde Using the product puts you ahead of the times
Ex. Be the first on your block to drive the new BMW

15. Bandwagon A form of propaganda
Exploits the desire of most people to join the crowd or winning side
The popularity of the product is important to people
Even when people claim they our choices, they usually choose the most popular products