1. TECHNIQUES OF ADVERTISING
- The methods used to buy and sell us products and services
The role of consumerism in the marketplace

2. TECHNIQUES OF ADVERTISING
THE BANDWAGON EFFECT
Encourages you to buy a product or service because everyone else is
Often there is oversell in this type of advertising
Titlist, Macintosh, Mac vs. PC, Faberge
The role of consumerism in the marketplace

3. TECHNIQUES OF ADVERTISING
EMOTIONAL APPEAL
Uses strong emotional; language that connects you with your fears or desires
Many PSAs use this technique to hammer home their message
SAFETY PSA kitchen, TOMLINSON POLAMALU Nike leave nothing, HEROIN PSA
The role of consumerism in the marketplace

4. GLITTERING GENERALITIES
TECHNIQUES OF ADVERTISING
GLITTERING GENERALITIES
Relates the product or services to words or images that promise everything, but deliver little or nothing
LITE BEER FROM MILLER, EF HUTTON,
The role of consumerism in the marketplace

5. TECHNIQUES OF ADVERTISING
PLAIN FOLKS APPEAL
Relates a product or service to the experience of ordinary folks
This is a technique meant to appeal to consumers who want value rather than prestige
BARTLES AND JAMES, Where’s the Beef?, LIFE CEREAL
The role of consumerism in the marketplace

6. TECHNIQUES OF ADVERTISING
TESTIMONIALS
Use of celebrities or experts to speak for a product
Sometimes advertisers insult our intelligence with celebrities who have little credibility about the product being promoted
Michael Jordan Failure, Steve Nash Training, Tiger 3 seconds, Tiger Quiet
The role of consumerism in the marketplace

7. SCIENTIFC APPEAL
Uses statistics or scientific data to persuade consumers to buy a product or service

8. WHEN IN DOUBT DOUBLE UP
As you have seen in several of our examples an approach used by many ad agencies is to combine two or more of the approaches