1. P. Denton Media Literacy Revised: Winter, 2010 Advertising Techniques REVIEW

2. LOGO A logo is an image used by commercial enterprises, organizations and even individuals help promote instant recognition.

3. Jingle A jingle is a short tune used in advertising and other commercial uses. –Hillshire FarmHillshire Farm –Chili’sChili’s –Band-AidBand-Aid –Oscar Mayer Oscar Mager 2Oscar MayerOscar Mager 2 –1970’s Coke1970’s Coke –The ClapperThe Clapper

4. Celebrity Endorsements A claim by a celebrity or someone of authority that the product is good or good for you.

5. Testamonial A claim by someone who has used the product that it worked for them. (be careful…they might just be a paid actor!)

6. Weasel Words Imply a promise by using words like “usually” or “chances are.”

7. Hyperbole/ Exaggeration Hyperbole is exaggeration or “hype.” (For example, “The greatest automobile advance of the century!”) The words are impressive sounding but are nonetheless vague and meaningless. LinkLink

8. Repetition Repetition drives the message home many times. Even unpleasant ads work if they are repeated enough to pound the message into our skulls.

9. Scale Advertising a product as bigger or smaller than real life.

10. Name Calling Using unsavory terms about the competition in order to make the product look better.

11. Fear You should buy this product or something bad could happen to us, our families and friends, or country.

12. Bandwagon Everyone is doing it or in this case buying it; “in” with the popular crowd.

13. Bribery Bribery seems to give us something desirable: “Buy one, get one free.” This technique plays on people’s acquisitiveness and greed. Unfortunately, there is no free lunch.

14. Humor Humor is a powerful tool of persuasion. If you can make people laugh, you can persuade them.

15. Warm & Fuzzy Using sentimental images (especially families, kids and animals) to sell products.

16. Beautiful People Using good-looking models in ads to suggest we’ll look like the models if we buy the product.

17. Scientific Evidence/ Statistics Scientific Evidence uses the paraphernalia of science (charts, graphs, etc.) to “prove” something that is often bogus. Statistics and factual information can be used to prove the superiority of the product.

18. Sex Sells Using sexually charged images to sell a wide variety of products.

19. Be a Hero Plays into your need to help save the planet, give to charity or help find a cure for a disease.

20. Health Nut Claims the product to be good for you…which is a matter of opinion!

21. Ohhh, Pretty! Uses beautiful, intriguing, colorful images to catch your attention.

22. Cartoon Character Uses a cartoon character to entice children to want the product.

23. Ad Techniques? Beautiful People Bandwagon Scientific Evidence Problem Solver Celebrity

24. Ad Techniques? Health Nut Beautiful People Weasel Words

25. Ad Techniques? Beautiful People Problem Solver Scientific Evidence Bribery Weasel Words

26. Ad Techniques? Beautiful People Health Nut Cartoon Characters Scientific Evidence Weasel Words

27. Ad Techniques? Hyperbole/Puffery Beautiful People Scientific Evidence Bribery Weasel Words

28. Ad Techniques? Beautiful People Testimonials Scientific Evidence Weasel Words

29. Ad Techniques? Testimonials Beautiful People Scientific Evidence Weasel Words

30. Ad Techniques? Health Nut Beautiful People Warm & Fuzzy Scientific Evidence Weasel Words

31. Ad Techniques? Warm & Fuzzy Beautiful People