Advertising Techniques Don’t be a sucker! These are the advertising techniques companies try to trick you with to buy their product! “A sucker is born every minute.” –David Hannum

Avante Garde  Suggests using product put user “ahead of the times”  Ex: Toy manufacturer encourages kids to be first on the block to have a new toy

Bait & switch  Dishonest tactic where an advertised sale lures customers into a store where they are then persuaded to buy a more expensive item.  Example: A quality product that is half off is “all out” when you get there and they offer a similar higher priced item.

Bandwagon  Bandwagon is 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.  Even if most of us say we make our own choices when buying something we often choose well-advertised items- the popular ones. Advertisers must be careful with the bandwagon technique because most of us see ourselves as individuals who think for themselves. If too obvious, viewers may reject the product outright.

Bribery  Give something extra if you buy something.  Example: Free tire rotation with purchase of four tires.

Card Stacking\Facts & Figures  Using facts and figures that stress positive qualities and ignore negative, giving only part of the picture.  Example: Snack food loaded in sugar, carbs, and calories says “Low in Fat!”

Emotional Appeals  Make viewers feel certain emotions so the consumer transfers that feeling to the product.  Example: Showing happy people using the product makes consumers think they will be happy if they use it too.

Wit & Humor  Make the customer laugh so they remember, talk about, or associate your product with positive feelings.  Example:

Individuality \ Intelligence  Appeal to desire to be different or associate product with smart people who think for themselves and cannot be “tricked” with traditional advertising techniques.  Example: Company states it isn’t going to do any gimmicks, just give you the facts or truth and sell their product.

Glittering Generalities  Using appealing words or images to sell the product, indirectly inferring if you buy the item it will change your life.  Example: Product implies you will earn status, look better, or emphasizes valued beliefs like patriotism, peace, freedom.

Plain Folks  Product is advertised as a good value for “ordinary” or “everyday” people.  Example: A typical family is seen eating cereal together.

Sexual Imagery and language  “Sex sells,” or at least grabs the attention of most people.  Example: Physically attractive people or sexually suggestive language.

Status  Associates product use with those who are successful and enjoy the “finer things in life.”  Example: Showing rich successful people using product.

Testimonial\Celebrity Endorsed  A famous personality endorses the product.  Example: Athletes who vouch for a product.

Weasel Words \ Loaded Language  Using positive or negative connotations to describe a product or suggest meaning without guarantee.  Example: Using “fresh” or “juicy” to make product seem desirable or a scientist saying a diet product *might help you lose weight. * In fine print it states with proper diet and exercise.

Visual Imagery  Using powerful images to associate product with nature, simplicity, or aesthetics.  Example: “Green” company showing product in nature.