Advertising Techniques

Linking unrelated products or characters together in an attempt to transfer the image, feelings and trust to the other product.

• Name Calling

• Bandwagon

• Transfer

• Card Stacking

Putting down another brand, product or candidate.

• Bandwagon

• Name Calling

• Testimonial

• Put Down

Using fear, family values, cuteness, love, nationalism etc. to create an emotional connection to the product.

• Transfer

• Glittering Generalities

• Card Stacking

• Appeal to Emotion

The use of regular, everyday people with whom viewers can identify.

• Bandwagon

• Plain Folks

• Testimonial

• Transfer

Using emotionally appealing words closely connected to values and beliefs to convince without any supporting information or reasons.

• Appeal to emotion

• Card Stacking 

• Transfer

• Glittering Generalities

Making buyers feel that the use of the product will make them popular, one of the crowd, and "fit in."

• Plain Folks 

• Bandwagon

• Card Stacking

• Testimonial

The use of a celebrity or expert to influence the buyer.

• Plain Folks

• Testimonial

• Glittering Generalities

• Card Stacking

Using many facts or facets of the product to impress the buyer.

• Card Stacking

• Appeal to Emotion

• Name Calling

• Glittering Generalities

Advertisers sometimes try to scare people into thinking that bad things will happen if you don't use their product.

• Fear

• Heartstrings

• Patriotism

• Repetition

Advertisers exaggerate the effects of a product.

• Humour

• Hyperbole

• Promotions

• Celebrities