04/19/23 1

Advertising Advertising TechniquesTechniques

Ms. BokpeMs. Bokpe

Avante GardeAvante Garde

The suggestion that using this The suggestion that using this product puts the user ahead of the product puts the user ahead of the times.times.

A toy manufacturer encourages kids A toy manufacturer encourages kids to be the first on their block to have to be the first on their block to have a new toy.a new toy.

04/19/23 2

04/19/23 3

Weasel wordsWeasel words

““Weasel words” are used to suggest a positive Weasel words” are used to suggest a positive meaning without actually really making any meaning without actually really making any (i.e. “helps,” “up to,” “almost,” “fights,” “best-(i.e. “helps,” “up to,” “almost,” “fights,” “best-selling,” or “freshest-tasking” to imply a selling,” or “freshest-tasking” to imply a product is better than it may actually be).—product is better than it may actually be).—A A scientist says that a diet product might help scientist says that a diet product might help you to lose weight the way it helped him to you to lose weight the way it helped him to lose weight.lose weight.

http://www.youtube.com/watch?v=7mOLdzHQ71g

http://www.youtube.com/watch?v=6KiMRHzWiYA&p=37B6487C8CCA1C1D&playnext=1&index=2

Plain FolksPlain Folks

The suggestion that the product is a The suggestion that the product is a practical product of good value for practical product of good value for ordinary people.ordinary people.

----A cereal manufacturer shows A cereal manufacturer shows an ordinary family sitting down an ordinary family sitting down to breakfast and enjoying to breakfast and enjoying their product.their product.

04/19/23 4

04/19/23 5

Snob appealSnob appeal

The suggestion that the use of the product The suggestion that the use of the product makes the customer part of an elite group makes the customer part of an elite group with a luxurious and glamorous lifestyle.with a luxurious and glamorous lifestyle.—A coffee manufacturer shows people A coffee manufacturer shows people dressed in formal gowns and tuxedos dressed in formal gowns and tuxedos drinking their brand at an art gallery. drinking their brand at an art gallery. http://www.youtube.com/watch?v=8Bc0WjTT0Ps

http://www.youtube.com/watch?v=woGTK9fKWAk

04/19/23 6

BriberyBribery

Bribery offers you something Bribery offers you something “extra.” –“extra.” –Buy a burger; get free Buy a burger; get free fries. Buy one and get the second fries. Buy one and get the second one for half price!one for half price!

https://www.youtube.com/watch?v=gDovzhqwS7g

04/19/23 7

04/19/23 8

BandwagonBandwagon

The suggestion that you should The suggestion that you should join the crowd or be on the join the crowd or be on the winning side by using a productwinning side by using a product——you don’t want to be the only you don’t want to be the only person without it!! Use the person without it!! Use the product and be cool. product and be cool. ttp://www.youtube.com/watch?v=HNw4amjdV0c

http://www.youtube.com/watch?v=knW1hGwmEXQ

04/19/23 9

04/19/23 10

Humour and ironyHumour and irony

Customers are attracted to products that Customers are attracted to products that divert the audience by giving viewers a divert the audience by giving viewers a reason to laugh or to be entertained by reason to laugh or to be entertained by clever use of visuals or language. clever use of visuals or language. http://www.youtube.com/watch?v=owGykVbfgUE

http://www.youtube.com/watch?v=LCl5uyn5K7k

http://www.youtube.com/watch?v=dTby_iQQG-U&feature=related

http://www.youtube.com/watch?v=owGykVbfgUE

http://www.filmjunk.com/2009/11/13/15-hilarious-japanese-commercials-starring-hollywood-actors/

http://www.youtube.com/watch?v=TJlSAj4H4tg

FactsFacts

Statistics and objective factual Statistics and objective factual information is used to prove the information is used to prove the superiority of the product.—superiority of the product.—A car A car manufacturer quotes the amount of manufacturer quotes the amount of time it takes their car to get from 0 time it takes their car to get from 0 to 100 kph.to 100 kph.

04/19/23 11

04/19/23 12

Testimonial or Testimonial or EndorsementEndorsement

A famous personality is used to endorse the A famous personality is used to endorse the product.—product.—a famous basketball player (Michael a famous basketball player (Michael Jordan) recommends a particular brand of shoes.Jordan) recommends a particular brand of shoes.

Michael JacksonMichael Jackson http://www.youtube.com/watch?v=po0jY4WvCIc

&feature=fvw

Federer>GilletteFederer>Gillette http://www.youtube.com/watch?v=cTl3U6aSd2w

http://www.youtube.com/watch?v=QOu5Th84HOE

04/19/23 13

04/19/23 14

Guilt and fearGuilt and fear

Advertisers often consciously exploit the Advertisers often consciously exploit the viewer’s normal fears and guilt, such as viewer’s normal fears and guilt, such as the fear of being unpopular or the guilt the fear of being unpopular or the guilt people feel about spending less time with people feel about spending less time with their families.their families.

http://www.youtube.com/watch?v=aa54-5Rv1HA

http://www.youtube.com/watch?v=NsXfMQzH0k4

http://www.youtube.com/watch?v=NsXfMQzH0k4

04/19/23 15

Name callingName calling

Name callingName calling is is abusive or or insulting language referring to a person or language referring to a person or group, a group, a verbal abuse to caste them to caste them into a negative position.into a negative position.

04/19/23 16

04/19/23 17

04/19/23 18

04/19/23 19

Top 10 AdsTop 10 Ads

http://www.youtube.com/watch?http://www.youtube.com/watch?v=FhljTM6vuEU&feature=relatedv=FhljTM6vuEU&feature=related

Sample AdsSample Ads http://http://

matthewpancoust.wordpress.com/matthewpancoust.wordpress.com/2013/03/04/persuasive-techniques-2013/03/04/persuasive-techniques-in-advertising/in-advertising/

04/19/23 20

04/19/23 21

04/19/23 22

04/19/23 23

04/19/23 24

04/19/23 25

04/19/23 26

04/19/23 27

04/19/23 28

04/19/23 29

04/19/23 30

04/19/23 31

04/19/23 32

04/19/23 33

04/19/23 34

04/19/23 35

04/19/23 36

04/19/23 37

04/19/23 38