Ad Deconstruction.

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Presentation transcript:

Ad Deconstruction

Testimonial Celebrity endorses product

Snob Appeal Consumer will join the ranks of the elite by using their product

Plain Folks Appeal Appeals to the average person Opposite of Snob Appeal

Bandwagon Appeal Suggestion that “everyone” is doing it

Fear Appeal Exploitation of fears and insecurities

Sex Appeal Emphasis on model’s attractiveness

Science/Statistical Claim Refers to some sort of scientific proof or experiment, or to an impressive mystery ingredient “Four out of five dentists choose Crest”

Leaves dishes virtually spotless Weasel Words Claim Use of vague words to make the product seem better than it really is Virtually More Better Fights Up to Leaves dishes virtually spotless

Your Turn!