1. Basic Advertising Techniques

2. Celebrity Endorsement FUses the name recognition of the celebrity to draw attention to the product

3. Expert Testimonial Fprofessionals’ knowledge used to endorse product (doctors, pharmacists, scientists)

4. Bandwagon (Everybody’s Doing It) FThis technique uses the need to belong; peer pressure

5. Happy Family FCreating scenes of family life to sell a product

6. Special Offer F“buy one get one free” claims as well as give aways and competitions are part of this technique

7. Snob Appeal Fby using the product, the consumer will be part of an elite club of the rich and famous

8. Visual Appeal Fmakes product look delicious or refreshing or beautiful

9. Plain folk FNo frills; average looking people convince us of the honesty and authenticity of the product

10. Sex Appeal FProbably the most widely used technique FAn attractive or handsome body is used to promote a product FProbably the most widely used technique FAn attractive or handsome body is used to promote a product

11. Tech Talk (science and stats) FClaims such as: F“9 out of 10 dentists surveyed” or F“new and improved” FOr phrases/images that promote a scientifice mystique FClaims such as: F“9 out of 10 dentists surveyed” or F“new and improved” FOr phrases/images that promote a scientifice mystique

12. Humor F“make them laugh” FThis is used repeatedly for many products, especially beer ads. F“make them laugh” FThis is used repeatedly for many products, especially beer ads.

13. Weasel Words Glittering Generalities Fwords used to suggest positive associations with the product without any concrete guarantee

14. Transfer FThese ads tend to blend fact and fantasy to sell an escape or a particular emotional experience (emotional transfer to the consumer) Fappealing or poetic phrases that promise nothing FThese ads tend to blend fact and fantasy to sell an escape or a particular emotional experience (emotional transfer to the consumer) Fappealing or poetic phrases that promise nothing

15. Fears and Insecurities FSlice of death commercials that tap into fears and insecurities

16. Quick Fix/Magic Fads promise a quick resolution to a problem Fproblems will disappear like magic Fads promise a quick resolution to a problem Fproblems will disappear like magic

17. Value and Reliability FStresses logic over associations FPitches both the quality of the goods and their reasonable prices FStresses logic over associations FPitches both the quality of the goods and their reasonable prices

18. Health—Nature Fimplies product contributes to health and wellness F“no preservatives added” F“all natural” Fproduct is “green” Fimplies product contributes to health and wellness F“no preservatives added” F“all natural” Fproduct is “green”

19. Patriotism FThe U.S. flag and other national icons are used to boost sales FThese are especially used after wars FThe U.S. flag and other national icons are used to boost sales FThese are especially used after wars

20. Positive Effects FAlthough commercials always sever the interest of the company or product at times they can be educational

21. Avant Garde Fproduct will put consumer ahead of everyone else—you’ll be the first to have it

22. Symbols Flogos, brands, suggestive innuendo