ADVERTISING TECHNIQUES
- Ads work just like persuasive writing, but they also use pictures or sounds to convince you.!
- All ads have a subject, a main argument, and supporting details.!
- Since ads are limited in time/space, rather than try to communicate lots of information, ads try to convey an image instead.
- The persuasive argument might be logical or emotional, appealing to your ethics or your senses.!
- Advertisers have a whole bag of tricks...
1. BANDWAGON
- “Everyone is doing it! Don’t be left out!”!
- suggests that a lot of people are already using the product, and if you don’t join, you’ll miss out on the fun or be stuck outside the group!
- Look for words that suggest huge popularity or ask you to join a major trend.
- EX: Join the revolution! Millions of people have lost weight on the Blast-O-Fat diet, and it can work for you, too! Call today to start your Blast-O-Fat plan now.
2. ETHICS
- “It’s the right thing to do.”!
- appeals to your sense of right and wrong, justice, or empathy, suggesting that if you’re a good person, you’ll want to use this product!
- Look for words that inspire a strong emotional or ethical response.
- EX: Every hour, 400 children die of preventable diseases in the world’s poorest nations. For the cost of just one cup of coffee per day, you can make a difference in the life of a child.
3. FANTASY
- “The ideal can be yours.”!
- use of superheroes, dramatic romance, wealth, and beautiful people!
- by showing you something you might want to be, it suggests that you’ll experience the fantasy by using their product!
- Look for miracle cures and dramatic scenarios that make unreasonable promises.
- EX: Try Minty Fresh gum. Have the confidence to get close to the woman of your dreams.
4. FEAR
- “Don’t be a victim.”!
- play on the readers’ fears; might suggest that something is happening that you don’t know about, or insist that you need to act right now before the sale is over and supplies run out
- EX: Do you know where your teenagers are right now? Talk to your kids about drugs—before it’s too late.
5. HUMOR
- “If it’s funny, you’ll remember it.”!
- one of the most popular in TV commercials, but the humor usually has nothing to do with the product; laughter makes us feel good, so we have a happy association with the product!
- Look for puns, jokes, funny clothing, or silly scenarios.
- EX: Buying car insurance is so simple, even a goofy caveman could do it.
6. NOSTALGIA
- “The old-fashioned way” (also called “plain folks”)!
- emphasizes a simple, old-fashioned ideal; often aimed at older adults!
- Look for phrases like “back to nature,” “genuine family recipe,” or “just like Grandpa used to do it.” Also look for back-country slang and rural scenes.
- EX: Try Martha’s pure, original honey. We’ve been making tummies happy for more than 80 years.
7. SENSE APPEAL
- “You can’t resist your senses.”!
- especially useful for restaurants, grocery stores, perfume designers, clothing lines, music players, etc.!
- How does the product smell? taste? feel? sound? What will it make you feel? Does it look fancy, clever, cool?!
- Look for descriptive words that cue your senses.
- EX: Bite into a sweet, creamy Choco-Pop, with its crunchy chocolate shell and strips of delicious caramel. Your mouth will thank you.
8. SNOB APPEAL
- “Only the best for you.”!
- suggests that it knows the perfect choice for you!
- opposite of bandwagon—you can select something special and unique, to reflect how special you are!
- Look for words that compliment the reader or suggestions that the usual choice is a bad one.
- EX: This Mother’s Day, don’t buy cold, wilting grocery store flowers. Choose PortaFlora, where all the bouquets are cut and arranged by hand. Your mom deserves the very best.
9. STATISTICS
- “The facts don’t lie.” !
- People are impressed by numbers, graphs, and charts, even if the data doesn’t explain anything! !
- Writers and advertisers include statistics to convince you of all the science/research behind the product. But BEWARE! Data can be easily skewed or even made up!!
- Look for charts, graphs, percentages, results of studies, or phrases like “4 out of 5 experts recommend—“.
- EX: When you sprinkle FlowerGrow on your garden three times a month, 99% of weeds will be killed on contact, and your flowers will be five times larger and healthier.
10. TESTIMONIAL
- “If a famous person likes it, you will too.”!
- includes: 1) celebrity endorsements (famous people using the product), and 2) expert endorsements (a doctor, dentist, or other “expert” claims to approve the product)!
- expect that we’ll want to copy the celebrities or listen to the expert’s advice!
- Look for famous people or claims from experts.
- EX: As a doctor, I take care of patients all day, but I have to take care of my own body, too. That’s why I choose Pain Killer, the only medicine that stops my headaches as soon as they begin.
- Ads work just like persuasive writing, but they also use pictures or sounds to convince you.!
- All ads have a subject, a main argument, and supporting details.!
- Since ads are limited in time/space, rather than try to communicate lots of information, ads try to convey an image instead.
- The persuasive argument might be logical or emotional, appealing to your ethics or your senses.!
- Advertisers have a whole bag of tricks...
1. BANDWAGON
- “Everyone is doing it! Don’t be left out!”!
- suggests that a lot of people are already using the product, and if you don’t join, you’ll miss out on the fun or be stuck outside the group!
- Look for words that suggest huge popularity or ask you to join a major trend.
- EX: Join the revolution! Millions of people have lost weight on the Blast-O-Fat diet, and it can work for you, too! Call today to start your Blast-O-Fat plan now.
2. ETHICS
- “It’s the right thing to do.”!
- appeals to your sense of right and wrong, justice, or empathy, suggesting that if you’re a good person, you’ll want to use this product!
- Look for words that inspire a strong emotional or ethical response.
- EX: Every hour, 400 children die of preventable diseases in the world’s poorest nations. For the cost of just one cup of coffee per day, you can make a difference in the life of a child.
3. FANTASY
- “The ideal can be yours.”!
- use of superheroes, dramatic romance, wealth, and beautiful people!
- by showing you something you might want to be, it suggests that you’ll experience the fantasy by using their product!
- Look for miracle cures and dramatic scenarios that make unreasonable promises.
- EX: Try Minty Fresh gum. Have the confidence to get close to the woman of your dreams.
4. FEAR
- “Don’t be a victim.”!
- play on the readers’ fears; might suggest that something is happening that you don’t know about, or insist that you need to act right now before the sale is over and supplies run out
- EX: Do you know where your teenagers are right now? Talk to your kids about drugs—before it’s too late.
5. HUMOR
- “If it’s funny, you’ll remember it.”!
- one of the most popular in TV commercials, but the humor usually has nothing to do with the product; laughter makes us feel good, so we have a happy association with the product!
- Look for puns, jokes, funny clothing, or silly scenarios.
- EX: Buying car insurance is so simple, even a goofy caveman could do it.
6. NOSTALGIA
- “The old-fashioned way” (also called “plain folks”)!
- emphasizes a simple, old-fashioned ideal; often aimed at older adults!
- Look for phrases like “back to nature,” “genuine family recipe,” or “just like Grandpa used to do it.” Also look for back-country slang and rural scenes.
- EX: Try Martha’s pure, original honey. We’ve been making tummies happy for more than 80 years.
7. SENSE APPEAL
- “You can’t resist your senses.”!
- especially useful for restaurants, grocery stores, perfume designers, clothing lines, music players, etc.!
- How does the product smell? taste? feel? sound? What will it make you feel? Does it look fancy, clever, cool?!
- Look for descriptive words that cue your senses.
- EX: Bite into a sweet, creamy Choco-Pop, with its crunchy chocolate shell and strips of delicious caramel. Your mouth will thank you.
8. SNOB APPEAL
- “Only the best for you.”!
- suggests that it knows the perfect choice for you!
- opposite of bandwagon—you can select something special and unique, to reflect how special you are!
- Look for words that compliment the reader or suggestions that the usual choice is a bad one.
- EX: This Mother’s Day, don’t buy cold, wilting grocery store flowers. Choose PortaFlora, where all the bouquets are cut and arranged by hand. Your mom deserves the very best.
9. STATISTICS
- “The facts don’t lie.” !
- People are impressed by numbers, graphs, and charts, even if the data doesn’t explain anything! !
- Writers and advertisers include statistics to convince you of all the science/research behind the product. But BEWARE! Data can be easily skewed or even made up!!
- Look for charts, graphs, percentages, results of studies, or phrases like “4 out of 5 experts recommend—“.
- EX: When you sprinkle FlowerGrow on your garden three times a month, 99% of weeds will be killed on contact, and your flowers will be five times larger and healthier.
10. TESTIMONIAL
- “If a famous person likes it, you will too.”!
- includes: 1) celebrity endorsements (famous people using the product), and 2) expert endorsements (a doctor, dentist, or other “expert” claims to approve the product)!
- expect that we’ll want to copy the celebrities or listen to the expert’s advice!
- Look for famous people or claims from experts.
- EX: As a doctor, I take care of patients all day, but I have to take care of my own body, too. That’s why I choose Pain Killer, the only medicine that stops my headaches as soon as they begin.