1. Ad Deconstruction

2. Testimonial
Celebrity endorses product

3. Snob Appeal
Consumer will join the ranks of the elite by using their product

4. Plain Folks Appeal Appeals to the average person
Opposite of Snob Appeal

5. Bandwagon Appeal
Suggestion that “everyone” is doing it

6. Fear Appeal
Exploitation of fears and insecurities

7. Sex Appeal
Emphasis on model’s attractiveness

8. Science/Statistical Claim
Refers to some sort of scientific proof or experiment, or to an impressive mystery ingredient
“Four out of five dentists choose Crest”

9. Leaves dishes virtually spotless
Weasel Words Claim
Use of vague words to make the product seem better than it really is
Virtually
More
Better
Fights
Up to
Leaves dishes virtually spotless

10. Your Turn!