1. Techniques in Magazine Ads
Advertising
Techniques in Magazine Ads

2. Bandwagon
A ‘Bandwagon’ advertising technique appeals to the consumer’s sense of belonging.
Join the crowd. Everyone is buying it/ using it/ doing it.

3. Testimonial Wayne Gretzky & Tylenol
A testimonial ad involves a famous person or authority claiming the product is good.
Wayne Gretzky & Tylenol

4. Image Advertising e.g. Buy Lotto 6/49
A product is associated with certain people, places, activities. The implied message is one of attractiveness, wealth, enjoyment etc.
e.g. Buy Lotto 6/49

5. Weasel e.g. Any exercise machine ad
A ‘Weasel’ ad is an implied promise by using words like “usually” or “chances are”
e.g. Any exercise machine ad

6. Omission
Facts about the product are not told.
e.g. Automobile ads

7. Repetition Stating the product’s attractive qualities again and again.
e.g. Only $49.95…That’s 49.95!!! Really?!?! Only $49.95? Yes Bob, only $49.95.

8. Scale Making a product bigger or smaller than it actually is.
e.g. Toys - (dinky cars, dolls, action figures)

9. Association
An ‘Association’ advertisement promises attractiveness, adventure and/or quality. The consumer “associates” the product with a lifestyle (similar to Image Advertising).
e.g. Pretty Women + Beer

10. Name Calling
Name calling advertisements make their products seem better by using unpopular terms about the competition.
e.g. Coke & Pepsi, Toothpaste

11. Can You Identify the Techniques?

12. Truth in Advertising Mention one important thing about this ad.
What message is being conveyed?
What has not been said about the product?
What image of our lifestyle is portrayed?
Is it a true picture?

13. Truth in Advertising Mention one important thing about this ad.
What message is being conveyed?
What has not been said about the product?
What image of our lifestyle is portrayed?
Is it a true picture?

14. Truth in Advertising Mention one important thing about this ad.
What message is being conveyed?
What has not been said about the product?
What image of our lifestyle is portrayed?
Is it a true picture?

15. Truth in Advertising Mention one important thing about this ad.
What message is being conveyed?
What has not been said about the product?
What image of our lifestyle is portrayed?
Is it a true picture?