Advertising Techniques used to influence opinions, emotions, attitudes, or behavior. Techniques used to influence opinions, emotions, attitudes, or behavior. The purpose is to benefit the sponsor. The purpose is to benefit the sponsor. It appeals to the emotions not the intellect. It appeals to the emotions not the intellect. It is not negative or positive. It is not negative or positive. The purpose is to persuade. The purpose is to persuade.

Characteristics In advertising the purpose is to claim “superiority” in order to sell product. In advertising the purpose is to claim “superiority” in order to sell product. Weasel Words are used. These are modifiers that look substantial but are meaningless. Weasel Words are used. These are modifiers that look substantial but are meaningless. Example Weasel Words: tackles, comforts, refreshes, fights, helps, virtually. Example Weasel Words: tackles, comforts, refreshes, fights, helps, virtually. It makes audiences believe in something or want to do something. It makes audiences believe in something or want to do something.

Recognizing Advertising Techniques Bandwagon Bandwagon Testimonial Testimonial Snob Appeal Snob Appeal Plain Folks Plain Folks Patriotism Patriotism Evidence Claims Evidence Claims Glittering Generalization Glittering Generalization

More Advertising Techniques Transfer Transfer Slogan Slogan Wit and Humor Wit and Humor Rewards Rewards Name-Calling Name-Calling Big Lie Big Lie Scapegoat Scapegoat

Bandwagon persuasive technique that invites you to join the crowd. persuasive technique that invites you to join the crowd. Everybody’s doing it! Everybody’s doing it! Often uses weasel words. Often uses weasel words.

Testimonial Statement endorsing an idea/product by a prominent person. Statement endorsing an idea/product by a prominent person. Product can be inside or outside particular field. Product can be inside or outside particular field. Musical artists, Sports giants, and Musical artists, Sports giants, and Actors/actresses are used to promote the product. Actors/actresses are used to promote the product.

Snob Appeal Aims to flatter the customer. Aims to flatter the customer. Makes assumption/ insinuation that this product/idea is better than others…Thus, those that use it are too. Makes assumption/ insinuation that this product/idea is better than others…Thus, those that use it are too. “Avant Garde” ahead of the times. “Avant Garde” ahead of the times. “The Ultimate driving machine!”

Plain Folks Opposite of Snob Appeal. Opposite of Snob Appeal. Identifies a product/idea with a locality or country. Identifies a product/idea with a locality or country. Practical product for ordinary people. Practical product for ordinary people. “Like a good neighbor…”

Patriotism Purchase will display love of country. Purchase will display love of country. Person will financially help the country. Person will financially help the country. “…built American tough!”

Evidence Claims Facts and Figures – statistics to prove superiority. Facts and Figures – statistics to prove superiority. Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. Hidden Fears – suggests that user is safe from some danger. Hidden Fears – suggests that user is safe from some danger.

Glittering Generalization Weasel words used. Weasel words used. Statement jumps from a few cases to all. Statement jumps from a few cases to all. “Glittering” because it’s falsely attractive. “Glittering” because it’s falsely attractive. Often used by politicians. Often used by politicians.

Transfer Positive feelings or desires are connected to the product. Love/ Popularity Love/ Popularity Fame Fame Sex Appeal Sex Appeal Wealth Wealth Power Power

Slogan A catchword or phrase loaded with emotion. A catchword or phrase loaded with emotion. Often sells through repetition. Often sells through repetition. Clever and easy to remember. Clever and easy to remember. Stays with you a long time. Stays with you a long time. Often a melody you already know. Often a melody you already know. “Trust Sleepy’s for the ‘Rest’ of your life”

Name-Calling A way of smearing an opponent. A way of smearing an opponent. Intent is to damage opponent. Intent is to damage opponent. It also arouses suspicion of opponent. It also arouses suspicion of opponent. Intention is to create an uneasy feeling. Intention is to create an uneasy feeling. Used by politicians and product companies. Used by politicians and product companies.

Big Lie An outrageous falsehood. An outrageous falsehood. Captures attention because it’s so outrageous. Captures attention because it’s so outrageous. Somehow staggers audience into believing it. Somehow staggers audience into believing it.

Scapegoat A person carrying the blame for others. A person carrying the blame for others. Retreats to prejudice rather than reason. Retreats to prejudice rather than reason. Mostly used in the political arena. Mostly used in the political arena. Wins audience through association or sympathy. Wins audience through association or sympathy.

Engaging Techniques Wit and Humor – diverts the audience and gives a reason to laugh often through the use of clever visuals and/or language. Wit and Humor – diverts the audience and gives a reason to laugh often through the use of clever visuals and/or language. Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.) Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

Buyer Beware Be a conscientious consumer! Be a conscientious consumer! Know what devices are trying to influence you! Know what devices are trying to influence you! Make an informed decision! Make an informed decision!