Advertising

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 buyers who desire an elite, upper-class status and 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" and "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.