Advertising techniques

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Presentation transcript:

Advertising techniques Ways marketers advertise to consumers

Avant garde The suggestion that using this product puts the user ahead of time Manufacturer encourages you to be the first to have the product

Facts and figures Statistics and objectives factual information is used to prove the superiority of the product Car commercials when the list its fuel economy, tow capacity, etc

Weasel words “weasel words” are used to suggested a positive meaning without actually really making any guarantee

Magic Ingredient The suggestion that some almost miraculous discovery makes the product exceptionally effective

Patriotism The suggestion that purchasing this product shows your love of your country

Diversion seems to tackle a Problem or issue, but then throws in an emotional non-sequitur or distraction

Transfer (lifestyle) Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user

Plain Folks the suggestion that the product is a practical product of good value for ordinary people

Snob APPEAL The suggestion that the use of the product makes the customer part of an elite group with A luxurious and glamorous life style

Bribery Bribery seems to give a desirable extra something This works because we as humans tend to be greedy

Testimonial A famous personality is used to endorse the product (celebrity endorsement) “plain folks” give their stories of the product working

Wit and humour customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use or visuals or language

Simple solutions Avoid complexities, and attack many problems to one solutions

Card stacking The propaganda technique of card-stacking is so widespread that we my not always be aware of its Presenter in a commercial the commercial stresses all the positives of the product

Glittering Generalities the glittering generalities technique uses appealing words and image to sell the product. The message this commercial gives, though indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life.

Bandwagon A form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side Purchasing a product to fit in

Put downs Saying how much better they are than their competition