Persuasive Advertising Techniques

Which persuasive advertising technique creates a negative attitude by hinting or using loaded, emotional language/

• Magic Ingredients

• Name-Calling

• Testimonial

• Glittering Generalities

Answer explanation

This is name-calling or innuendo.

This persuasive technique makes a product sound unbelievably fabulous with fluffy, meaningless words. There's no substance...they're just "the best."

• Snob Appeal

• Testimonial

• Glittering Generalities

• Emotional Appeal

Answer explanation

The correct answer is Glittering Generalities...all sparkle, no substance.

To attract buyer who desires an elite, upper-class status...one with a glamorous, ritzy lifestyle...advertisers might use this technique.

• Snob Appeal

• Bandwagon

• Emotional Appeal/Transfer

• Repetition

Answer explanation

The correct answer is snob appeal. These advertisements appeal to those who want status, power, and wealth.

Which advertisement is using Emotional Appeal?

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Answer explanation

The correct answer is the Unicef ad, of course. This is another example of an emotional appeal ad.

True or False? Avant Garde advertising appeals to consumers who see themselves as trendsetters, always having the newest item on the market.

• true

• false

Answer explanation

Avant Garde is a French term meaning "ahead of the times."

This persuasive technique is the opposite of Snob Appeal. The product appeals to ordinary, everyday people.

• Avant Garde

• Plain Folks

• Expert Opinion

• Testimonial

Answer explanation

This is Plain Folks, the persuasive technique that appeals to the normal, working-class people - the biggest slice of the American pie.

"Everybody loves our product, so you'll love it, too" or "Billions served daily" are both examples of this persuasive ad technique.

• Avant Garde

• Bandwagon

• Repetition

• Music Appeal

What kind of advertising technique is being used here?

• Magic Ingredients

• Plain Folks

• Celebrity Endorsement/Testimonial

• Repetition

Which persuasive advertising technique is on display here?

• humor

• glittering generalities

• name calling

• expert opinion

Answer explanation

The correct answer is expert opinion. Advertisers may say "recommended by more doctors, nurses, dentists, etc." to give instant credibility. Or, the ad may show a doctor, nurse, or other "expert."

Which persuasive advertising technique is being used?

• celebrity endorsement

• facts and figures

• humor appeal

• music appeal

Answer explanation

Over half of consumers (53%) say they are most likely to remember and enjoy an advertisement if it's funny. All six companies that received an "A" grade for their Super Bowl ads had humorous commercials.