advertising techniques click to begin. exaggerated claim also known as “glittering generalities”...
TRANSCRIPT
Advertising Techniques
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Exaggerated Claim
Also known as “Glittering Generalities”
• “world’s best”
• “the greatest”
• “works like magic”
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• “you can’t buy a better product”
Also known as “Doublespeak ”
Vagueness
• “natural and organic”
• “new and improved”
• “faster than fast”
• “extra rich formula”
• “lose up to five pounds”
• “fights pimples”
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Also known as “False Comparison”
Unfinished Comparison
• “has more pain-killing ingredients”
• “costs less”
• “acts twice as fast”
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Also known as “Anonymous Sources”
Claim that the product has scientific backing
• “five out of six doctors recommend”
Another version of this technique involves use of impressive-sounding words, often the scientific names of ingredients. Still another version involves a scientific-appearing demonstration of the product’s effects.
• “research shows”
• “laboratory reports prove”
• “hospital-tested”
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Offer of Reward
• “special savings”
• “once-in-a-lifetime bargain”
• “free prize”
• “free coupon”
• “buy New You hand cream and get a bottle of New You shampoo free”
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Use of a Testimonial
• “These are my kids, and to keep them feeling fit, I give them Chew Food for breakfast.”
A recommendation, either from a celebrity or from an apparently ordinary person who actually may be an actor, actress or model.
• “After a hard day playing pro tennis, I like to shower with Super Clean soap.”
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Indication that you will be left out if you don’t buy the
product
Also known as “Bandwagon”
• “millions use it”• “number one”
• “just ask your friends”
• “join the crowd”
• “most frequently used”
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Flattery
• “Doesn’t it just make sense?”
• “Of course this product is expensive, but aren’t you worth it?”
• “People who know about quality choose our store.”
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Also known as “Transfer”
Implication that the product will turn you into a good-looking, popular and happy person
• “If you’re tired of being a weakling, try the Muscle Bound pan and make girls look twice.”
• “Ashamed of your thin figure? Try Add-on Bust Developer and end your worries. They’ll notice the difference.”
• “With Carefree styles you’ll look as beautiful as you feel.”
This ends our presentation