Advertising Technique

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

With slogans like "Pepsi is the choice of a generation," "McDonald’s has served hamburgers to billions of human beings," "Just Do It," and "Oreo is America’s favorite cookie," companies use this ADVERTISING TECHNIQUE to show you that "[e]veryone else is doing it, and so should you."

• Fear

• Testimonial

• Bandwagon

• Glittering Generalities

This is "when advertisers attempt to convince their audience that they and their ideas are 'of the people.' The device is used by advertisers and politicians alike."

Often times, you'll see a very wealthy person acting like an ordinary person.

• Transfer

• Plain Folks

• Testimonial

• Name Calling

When a propagandist warns members of her audience that disaster will result if they do not follow a particular course of action, she is using the fear appeal. By playing on the audience’s deep-seated fears, practitioners of this technique hope to redirect attention away from the merits of a particular proposal and toward steps that can be taken to reduce ______.

• Name Calling

• Testimonial

• Glittering Generalities

• Fear

_______ is a device by which the propagandist carries over the authority, sanction, and prestige of something we respect and revere to something he would have us accept.

• Fear

• Testimonial

• Glittering Generalities

• Transfer

"The most common misuse of the ______ involves citing individuals who are not qualified to make judgments about a particular issue." In 2003, Larry Bird and Michael Jordan were both skilled NBA players, but there is no reason to think that Bird and Jordan were necessarily more qualified than the average individual about what they were endorsing.

• Name Calling

• Transfer

• Testimonial

• Bandwagon

This ad uses

• bandwagon

• fear

• bribery

• humor

This ad uses

• maybe

• repetition

• experts

• beautiful people

This ad uses

• bribery

• bandwagon

• fear

• association