Advertising Techniques News Literacy

Bandwagon A technique that gives the impression that everyone else is doing something, so you will be left out if you don’t join in Example: “Four out of five people interviewed said they prefer Bright toothpaste. What do they know that you don’t?”

Sex appeal A technique based on the implied promise that others will find you more attractive or desirable because you use a product Example: The scantily clad female holding any product.

Emotional appeal A technique that targets your emotions through specific word choice or imagery, in either a positive or negative way Example: Life insurance ads that create worry about how a father might care for his family after an untimely death.

Transfer A technique in which ad creators hope that the feelings created in an ad will transfer to the viewer of the ad Example: A hungry teen searches for Doritos...reminding you that you are hungry, and Doritos sound delicious.

Repetition A simple technique based on repeating ideas or imagery to make stronger connections between product and consumer Example: The Coke commercials where every scene shows someone different drinking a Coke.

Facts and figures A technique that relies on numbers and statistics to tell you how great a product is Example: “Whitens teeth in only 7 days!”

Expert testimonial A technique that uses expert statements or visuals to sell you on a product Example: Michael Jordan eating Wheaties.

Urgency A technique that makes consumers feel like there is an immediate need to have the product Example: “Hurry, only available in limited quantities!”

Stereotyping Linking a product or desire for a product to a specific group based on general characteristics of that group Example: Cleaning supplies are often advertised toward women. STOP HERE to discuss stereotyping further