Advertising Techniques

The consumer will own something that many others do not, or will join the ranks of the elite by using the product.

• Appeal to Newness

• Glittering Generalities

• Escape

• Snob appeal

Tags

CCSS.RL.11-12.6

Appeal to Newness

• The ad promises the consumer a release from his everyday trials through use of a certain product.

• The use of attractive people to sell a product.

• "Brand New!" "New Formula!" "Revolutionary new ingredient!"

• This technique makes use of presenting a product in a funny scenario. The consumer will hopefully associate the product with a happy feeling.

Tags

CCSS.RI.6.5

CCSS.RI.6.8

CCSS.RI.7.8

CCSS.RI.8.5

CCSS.RI.8.8

Jargon

• The deliberate use of scientific or technical terms and/or "big" words to make the product sound well researched and at the cutting-edge.

• Ads that 'tug at the heart strings' and make us feel an emotional response to the images /message shown.

• The ad promises the consumer a release from his everyday trials through use of a certain product.

• This technique is effective with most of us who don't want to stand out by being different.

Tags

CCSS.RI.6.5

CCSS.RI.6.8

CCSS.RI.7.5

CCSS.RI.8.5

CCSS.RI.8.8

The use of attractive people to sell a product.

• Bandwagon

• Appeal to Humor

• Appeal to Pity

• Appeal to Vanity

Tags

CCSS.RI.6.5

CCSS.RI.6.8

CCSS.RI.7.8

CCSS.RI.8.5

CCSS.RI.8.8

Testimonial

• This selling approach works well for expensive or luxury items, such as watches or cars.

• This selling device seeks to make us approve and accept without examining the evidence.

• This selling device depends on a spokesperson, a television star, a well-known athlete, or a public figure to endorse the item.

• The deliberate use of scientific or technical terms and/or "big" words to make the product sound well researched and at the cutting-edge.

Tags

CCSS.RI.6.5

CCSS.RI.6.8

CCSS.RI.7.5

CCSS.RI.8.5

CCSS.RI.8.8

Identity Appeal

• "Choosy Moms choose JIF (peanut butter)," and "Are you man enough to try it? (3-pound hamburger)."

• Snickers candy bar-- "Wanna get away?")

• "Don't be the last one on your block to own________."

• "Brand New!" "New Formula!" "Revolutionary new ingredient!"

Tags

CCSS.RI.6.5

CCSS.RI.6.8

CCSS.RI.7.5

CCSS.RI.7.8

CCSS.RI.8.5

The ad promises the consumer a release from his everyday trials through use of a certain product.

• Jargon

• Escape

• Vanity

• Snob

Tags

CCSS.RI.6.5

CCSS.RI.6.8

CCSS.RI.7.5

CCSS.RI.7.8

CCSS.RI.8.5

Appeal to Pity

• Makes the viewer feel bad about being more fortunate than others or sad about things that are happening in the world.

• The ad makes an appeal to the roles we identify with: mother, father, grandparent, man, woman.

• This technique is effective with most of us who don't want to stand out by being different.

• This device seeks to make us approve and accept without examining the evidence.

Tags

CCSS.RI.6.5

CCSS.RI.6.8

CCSS.RI.7.5

CCSS.RI.8.5

CCSS.RI.8.8

Appeal to Tradition/Plain Folks

• This approach often uses weasel words, such as "up to 2X faster," "virtually," and "helps."

• Often we see old-fashioned values shown, emphasizing the "way things used to be."

• The consumer will hopefully associate the product with a happy feeling.

• Makes the viewer feel bad about being more fortunate than others or sad about things that are happening in the world.

Tags

CCSS.RI.6.8

CCSS.RI.7.5

CCSS.RI.7.8

CCSS.RI.8.5

CCSS.RI.8.8

"Remove more plaque!"

• Glittering Generalities

• Appeal to Vanity

• Bandwagon

• Appeal to Humor

Tags

CCSS.RL.11-12.6