Advertising Persuasive Techniques

Be aware of the role of the media!

Purpose of Advertising

• You’re not immune!!!

• Advertising works below the level of conscious awareness

• Selling lifestyles, not products

Advertising Persuasive Techniques

• Avante Garde

• Bandwagon

• Glittering Generalities

• Hidden Fears

• Magic Ingredients

• Patriotism

• Plain Folks

• Snob Appeal

• Transfer

• Testimonial

• Wit and Humor

• Facts and Figures

Glittering Generalities

• Uses appealing words and images to sell

• An indirect message that suggests that if you buy the wonderful product, it will change your life

Ex. A cosmetic that will make you look younger, a car that will give you status

Hidden Fears

• Suggests that the product will protect you from some type of danger

Ex. A disinfectant spray that eliminates harmful bacteria; a laundry detergent that gets out embarrassing pit stains

Magic Ingredients

• The suggestion that some almost miraculous discovery makes the product exceptionally effective

• Ex. Oxy Clean advertisements

Patriotism

• The suggestion that purchasing this product shows your love for your country

• Ex. A company that boasts about its product being made in America (Chevy, Ford)

Plain Folks

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

• Ex. A Walmart commercial explaining about how easy it is to feed a normal family with their low prices

Snob Appeal

• The suggestion that the use of the product makes the customer part of an elite group with a luxurious lifestyle

Ex. A coffee commercial showing people dressed in formal gowns and tuxedos sipping the product at an art gallery

Transfer

• Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user

• Ex. Cotton advertisers will show people wearing cotton clothing by the beach to show that their product will keep you cool on hot days

Testimonial

• A famous personality is used to endorse the product

• Ex. Tiger Woods and Nike, Jessica Simpson and Proactiv, Eva Longoria L’Oreal

Wit and Humor

• Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained

• Clever use of visuals or language

Facts and Figures

• Statistics and factual information is used to prove the superiority of the product

• Operates under the theory that you can’t argue with statistics

• Ex. manufacturer quotes the amount of time it takes the car to get from 0 to 100 mph

Avante Garde

• Using the product puts you ahead of the times

• Ex. Be the first on your block to drive the new BMW

Bandwagon

• A form of propaganda

• Exploits the desire of most people to join the crowd or winning side

• The popularity of the product is important to people

• Even when people claim they our choices, they usually choose the most popular products