1. Advertising Techniques Media Literacy English 10 Media Literacy English 10

2. Avante Garde  The suggestion that using this product puts the user ahead of the times.  Ex. A toy manufacturer encourages kids to be the first on the block to have a new toy.  The suggestion that using this product puts the user ahead of the times.  Ex. A toy manufacturer encourages kids to be the first on the block to have a new toy.

3. Facts and Figures  Statistics and objective factual information is used to prove the superiority of a product.  Ex. A car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.  Statistics and objective factual information is used to prove the superiority of a product.  Ex. A car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.

4. Weasel Words  These are used to suggest a positive meaning without actually really making any guarantee.  Ex. A weight loss company saying their product “may” help you loose as much weight as the person in the ad.  These are used to suggest a positive meaning without actually really making any guarantee.  Ex. A weight loss company saying their product “may” help you loose as much weight as the person in the ad.

5. Patriotism  The suggestion that purchasing this product shows a love of your country.  Ex. A company bragging about its products being made in America and employing American workers.  The suggestion that purchasing this product shows a love of your country.  Ex. A company bragging about its products being made in America and employing American workers.

6. 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. A clothing manufacturer wanting people to wear their product to stay cool during the summer shows people wearing their clothing at a sunny seaside setting where there is a cool breeze.  Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user.  Ex. A clothing manufacturer wanting people to wear their product to stay cool during the summer shows people wearing their clothing at a sunny seaside setting where there is a cool breeze.

7. Plain Folks  The suggestion that the product is a practical product and of good value for ordinary people.

8. Snob Appeal  The suggestion that the use of the product makes the consumer part of an elite group with a luxurious and glamorous lifestyle.

9. Bribery  Something offered to serve as an influence or to persuade someone.  Ex. Free fries with the purchase of any burger.  Something offered to serve as an influence or to persuade someone.  Ex. Free fries with the purchase of any burger.

10. Testimonial  A famous personality is used to endorse the product.  Ex. Steve Nash representing Nike and Vitamin Water.  A famous personality is used to endorse the product.  Ex. Steve Nash representing Nike and Vitamin Water.

11. Slogan  Identifies a product or service with an idea.  Ex. Eat Fresh. (Subway)  Ex. M’m! M’m! Good! (Campbell’s Soup)  Ex. Impossible is nothing. (Adidas)  Identifies a product or service with an idea.  Ex. Eat Fresh. (Subway)  Ex. M’m! M’m! Good! (Campbell’s Soup)  Ex. Impossible is nothing. (Adidas)

12. Name Calling  The advertiser compares its product or service to the competition in a way that is favorable to the advertiser.  Ex. The Ford F-150 has better fuel efficiency than the Dodge Ram.  The advertiser compares its product or service to the competition in a way that is favorable to the advertiser.  Ex. The Ford F-150 has better fuel efficiency than the Dodge Ram.