Advertising Techniques Part 2

Weasel Words

1. In this technique, the advertisers don’t say that they are the ____ from the rest, but they also don't ____ being the best either.

Weasel Word advertising uses words and phrases like:

• "better"

• "increases/reduces"

• "virtually/essentially"

• "the best"

• "number 1 recommended"

Weasel Word advertising is designed for:

• Product brands that are aware that they aren't the best

• Passive promotion of the quality of their product

• The top-brands out there

• Proving the quality of a product with evidence

1. Endorsements

2. The advertisers use ______ to advertise their products. The celebrities or star _____ the product by telling their own _______ with the product.

Endorsement examples:

• NFL player in a pizza commercial

• NBA player in a gatorade ad

• Music artist on the cover of a beauty product

• Movie star in a car commercial

• An typical person promoting chips

Endorsement advertising is designed to:

• Use famous names/faces to promote a product

• Count on the popularity of a celebrity to attract customers to the product

• Use everyday people in their ads

• Use stats and facts to promote the product

Ideal Family and Ideal Kids

1. The advertisers using this technique show that the _____ or ____ using their product are a happy go lucky family. The ad always has a neat and well furnished home, well mannered kids and the family is a "_____ and ____" kind of family.

Ideal Families and Ideal Kids advertising examples:

• Nintendo Switch is fun for the family

• 7-Up soda is a drink the whole family can enjoy

• Disney movies appeal to all audiences

• Celebrity promotes everyone's favorite chips

• Facts and stats for a life-improving product

Ideal Families and Ideal Kids Advertising is designed to:

• Show audiences how they could look/act with a product

• Relate to the traditonal family unit of husband/wife/kids

• Appeal to raw emotions

• Use evidence to promote the product

• Attract customers with famous people endorsing the product

Bribe

1. This technique is used to bribe the customers with some thing ____ if they buy the product using lines like “buy one shirt and get one free”, or “be the member for the club for two years and get 20% off on all services.”