Persuasive Language and Advertising

What is advertising? To advertise is: (verb) describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance. Since the goal is to draw attention and promote sales, advertising requires persuasiveness.

Orders Orders, such as “buy now,” are effective because people are used to receiving orders, and are prone to follow commands.

Statistics and Facts Appeals to logos. Facts = trustworthiness. Ex: “over 15 million copies sold!”

Alliteration Which is the occurrence of the same letter or sound at the beginning of adjacent or closely connected words, can easily get stuck in your head. The more it pops into your head, the more likely you are to act.

Rhetorical Questions Such as, “are you ready for more?” get the audience to provide an answer in their heads, which creates a relationship between them and the product. Usually a yes/no answer as long as it is still positive. Ex: “Doesn’t everyone love a good meal?” or “Do you like waiting for your internet to load?”

Direct Address Since, with a direct address, it appears as if the advert is talking directly to you, the product becomes more personal.

Exciting Adjectives These make the product sound more interesting and desirable. The better a product sounds, the more likely you are to buy it.

Sex Appeal Very attention grabbing. Used either explicitly (Axe Body Spray) or implicitly (makeup brands).

Stereotypes This makes products easily identifiable, and therefore appealing. Common examples include: the incompetent husband and the domesticated female, as well as racial stereotypes.

Elite/Bandwagon Drawing in experts or celebrities draws in their appeal. The “everyone else is doing it” or “I want to be like them” effect.

Visually Ads are usually colorful or visually impactful in some other way. The name of the product is generally large and easy to spot. Other important words might also be larger. Ads should “pop.”

Slogans and Jingles A slogan is a phrase associated with the product, which should be easily memorable or recognizable. (“Got Milk?”) A jingle is similar but set to a melody and music. Usually of the “get stuck in your head” variety. (“Ba-da-ba-ba-ba, I’m loving it.”)

Some specific examples of any of the previously discussed tools. Brainstorm Some specific examples of any of the previously discussed tools.