Advertising Techniques The Sales Pitch

Avante Garde Brand new, ahead of the times Be the first to own it! You’ll be ahead of your friends and neighbors…

Facts and Figures Statistics and numbers Factual information Proof Logic

Weasel Words Using words that have a certain connotation Words that create an emotional response For example—”mom”, “healthy”, “responsibility”, “world peace”, “for the children”, etc Don’t necessarily provide any kind of guarantee Kind of sneaky…

They’re using “global warming” to sell shoes?!?

Notice how they’re targeting moms here—with words like “trusting” and “choices”. Does that mean you’re not being a good mom if you don’t use this product?

Magic Ingredients Some nondescript “magical” additive will be the “cure- all.” There’s no real definition of this magical ingredient. You’re just supposed to trust the advertisers.

What is “moisture extreme” What is “moisture extreme”? And is it really possible to measure how much a lip balm moisturizes?

Does anyone actually know what “Recaldent” is?

Patriotism You’re a “good American” if you buy this product. Association with country

Diversion When a company tries to distract us from the negative impacts of its product.

Transfer Using words with a positive connotation in order to make us think that the product is also positive. The good qualities of the words used “transfer” to the product.

Plain Folks This works for ordinary people just like you and me. Emphasis on practicality

Snob Appeal If you use this product, you’ll be better than ordinary. You’ll be more beautiful, richer, more glamorous than everyone else. OR, you’ll be included in a group of people who are more rugged, tougher, or otherwise MORE than regular.

Testimonial Someone (usually famous) gives their story about how this product worked for them.

Wit and Humor

Simple Solutions This product will solve all your problems. It’s EASY. Just buy our product.

Card Stacking Only mentioning the positive aspects of the product Casually not mentioning the negatives Omitting the negatives implies that they’re not there.

Glittering Generalities This product will somehow make your life SO much better. You’ll be younger, cooler, richer, smarter, or more beautiful.

Bandwagon Everyone’s doing it. A form of peer pressure You’ll be left behind if you don’t use this product. Preys on FOMO.

Have more love or romance in your life Everyone is looking for love. Our product will get you attention from the opposite sex. Using racy or provocative images to sell a product. Car and beer commercials are infamous for this. What does a woman in a bikini have to do with automobiles? Nothing.

Suzuki

Scare Tactics Threatening consumers that they will face serious health issues or death Threatening consumers that they will be isolated, unpopular, or a failure if they don’t use this product

Or as a way to persuade AGAINST a product:

Or to persuade AGAINST a behavior:

Product Recognition