1. Welcome to Advertising! Reciprocity Commitment/Consistency Liking Social Proof/Consensus Authority Scarcity

2. Classifying Advertisements Geographical: local, national, global Target Group:  consumer – products designed for household use  industrial – products designed for the buyers for industries  trade – sold to wholesalers or retailers  professional – products where consumer is not responsible for the choice (ex. pharmaceuticals)

3. The Basic Pitch: the fingertip formula Attention getting Confidence building Desire stimulating Urgency stressing (note: soft sell) Response seeking

4. Words Used and What We Get free (Economy) only (Economy) less than (Economy) really works (Efficiency) exciting new (Activity / Novelty) fast acting (Rapidity / Efficiency) take advantage of (Economy) sale (Economy) greatest (Quality) most (Quantity) classic (Stability) easy (Simplicity) practical (Utility) beautiful (Beauty)

5. What can we get from ads? If we seek such benefits, then expect persuaders to promise them. In exchange, of course, for giving them money or power.

6. Faulty Claims in Ads Weasel words: helps control, it's like, virtually, up to, the look of, improved, best, greatest...and more.  Listerine fights bad breath?  Hershey's goodness hasn't changed?  It gives you wings? Unfinished claims:  It gives you more.  You can be sure?

7. Faulty Claims in Ads We're different/unique  there's nothing else like it. Obviously (sells based on obvious product trait)  water is wet So what? (yes, but what difference does it make?)  "Strong enough for a man but made for a woman."

8. Faulty Claims in Ads the vague claim  "Winston tastes good like a cigarette should." Endorsement/testimonial  Julia Roberts for AOL  John Goodman for Dunkin Donuts Scientific/statistical claim  "Easy-Off has 33% more cleaning power than another popular brand." Compliment the Consumer The rhetorical question