AdvertisingAdvertising

Techniques in Magazine Ads

Bandwagon

A ‘Bandwagon’ advertising technique appeals to the consumer’s sense of belonging.

Join the crowd. Everyone is buying it/ using it/ doing it.

Testimonial

A testimonial ad involves a famous person or authority claiming the product is good.

Wayne Gretzky & Tylenol

Image AdvertisingImage Advertising

A product is associated with certain people, places, activities. The implied message is one of attractiveness, wealth, enjoyment etc.

e.g. Buy Lotto 6/49

Weasel

A ‘Weasel’ ad is an implied promise by using words like “usually” or “chances are”

e.g. Any exercise machine ad

Omission

Facts about the product are not told.

e.g. Automobile ads

RepetitionRepetition

Stating the product’s attractive qualities again and again.

e.g. Only $49.95…That’s 49.95!!! Really?!?! Only $49.95? Yes Bob, only $49.95.

ScaleScale

Making a product biggerbigger or smallersmaller than it actually is.

e.g. Toys - (dinky cars, dolls, action figures)

AssociationAssociation

An ‘Association’ advertisement promises attractiveness, adventure and/or quality. The consumer “associates” the product with a lifestyle (similar to Image Advertising).e.g. Pretty Women + Beer

Name CallingName Calling

Name calling advertisements make their products seem better by using unpopular terms about the competition.

e.g. Coke & Pepsi, Toothpaste

Can You Identify the Techniques?

Truth in AdvertisingTruth in Advertising

Mention one important thing about this ad.What message is being conveyed?What has not been said about the product?What image of our lifestyle is portrayed?Is it a true picture?

Truth in Advertising

Mention one important thing about this ad.

What message is being conveyed?

What has not been said about the product?

What image of our lifestyle is portrayed?

Is it a true picture?

Truth in AdvertisingTruth in Advertising

Mention one important thing about this ad.

What message is being conveyed?

What has not been said about the product?

What image of our lifestyle is portrayed?

Is it a true picture?

Truth in Advertising

Mention one important thing about this ad.

What message is being conveyed?

What has not been said about the product?

What image of our lifestyle is portrayed?

Is it a true picture?