Advertising Techniques

Terms and Definitions

Allison Mackley2007

Advertising

• Advertise– to tell about or praise (a product, service, etc.)

publicly, through newspapers, brochures, web pages, radio, magazines, etc., so as to make people want to buy it

• Advertisement– a public notice or announcement, usually paid for, as

of things for sale, needs, etc.

• New World Dictionary, Second College Edition

What is Propaganda?• Any technique that attempts to influence

the opinions, emotions, attitudes, or behavior of a group, in order to benefit a company or individual– There is always a purpose and a target.

• The purpose of the propaganda is to persuade.• The target is you.

Where Can You Find Propaganda?

• Military• Media• Advertising• Politics• All kinds of human

relationships

Are You Influenced?

“At MTV, we don’t shoot for the 14 year olds, we own them. They will accept almost anything that comes across that screen.”

- former MTV Chairman

Protect Yourself Against Propaganda

• Take apart everything and look at each portion separately.

• Then decide--– Do I buy this?– Do I believe this?

• Question Everything• The messages have

been designed to encourage you to believe in something or to do something that you may not normally believe in or do.

Propaganda Techniques

• Authority• Bandwagon• Buzz Words• Facts and Figures• Flattery• Glittering Generality• Hidden Fears

• Loaded Words• Name-calling• Repetition• Snob Appeal• Testimonial• Tradition• Transference

Authority• This selling device depends on a

spokesperson, a television star, a well-known athlete, or a public figure to endorse the item.

• Belief: Use of the product will make the consumer as wealthy, famous, talented, or beautiful as the spokesman

• The reputation of the spokesperson is key.

Examples of Authority

• Michael Jordan selling basketball sneakers

• Cindy Crawford selling make-up• Tiger Woods selling golf balls• A town’s local policeman selling security

systems• Bill Gates selling computer equipment

Bandwagon• Persuading people to

do something by letting them know others are doing it

• This technique is effective with people who don’t want to stand out by being different.

Examples of Bandwagon

• The rest of the people in your neighborhood bought our spa system…

• All the senior high students have them…

• Another person on your block has purchased our…

• Join the crowd. Everyone who likes sports eats here...

Buzz Words

• Words that have suddenly become popular with consumers

Examples of Buzz Words

–pure–fat free–natural–economic–fresh

–light–improved–new–organic–extra

Facts and Figures

• Using “statistical” information to prove that a product is superior

Examples of Facts and Figures

– Nine out of ten families prefer…• The ad fails to tell you who the ten families are. Are they

families of people who are employed by the company?– 95% of all dentists surveyed…

• How many dentists were surveyed?• Where did they find the dentists?

– 30% more flavor…• More flavor than what?• How do you prove 30%?

Flattery

• Complimenting the consumer

• Implies the consumer has good sense to buy the product

Examples of Flattery

• You would be smart to buy our product.

• Unleash the beauty that is deep inside you.

• With our new computer program, you will reach your potential.

Glittering Generality

• Usually a statement that is so general it sounds like a fact but shows no real advantage over the competition

Examples of Glittering Generalities

– Many people believe…• How many is “many?”• Although “many” people believe it, they may be

wrong.– Our perfume smells different on everyone.

• The fragrance of all perfumes varies from person to person.

– Our product is a detergent gasoline.• Any gasoline acts as a cleaning agent.

Hidden Fears

• Trying to scare you into buying the product

Examples of Hidden Fears

• It’s the only cereal that gives you your daily dose of bran fiber.– prevent cancer

• You don’t want that dirt clogging up your pores. – prevent acne

• Strap in your kids with our state-of-the-art safety features.– prevent death and injury

Loaded Words

• Words that you probably have strong feelings about.– When these words are

used to describe a product, you are likely to feel the same way about the product as you do the word.

Examples of Loaded Words

• Home• Family• High School• Friends

• Hometown• Pets• Sport Teams or

Colleges– Steelers– Penn State

Name-calling

• Using condescending words when talking about the competition.

Examples of Name-calling

• Our competition has little experience.

• Their product is weaker than...• When put to the test, our brand

comes out on top.• Don’t be fooled by the competition…

Repetition

• The product name is repeated at least four times.

Example of Repetition• The new, improved Bridge Burger will

tempt your taste buds. The Bridge Burger is filled with crispy lettuce, plump tomatoes, creamy cheese, ripe onions, crunchy bacon and our special sauce. Come in today to try our Bridge Burger Special, which includes the Bridge Burger, fries, and a soda for just $3.95.

Snob Appeal

• The consumer will join the ranks of the elite by using the product. Lifestyle is emphasized.

• Advertisers try to convince you that their product is a status symbol.

Examples of Snob Appeal

• Selling a necklace by placing it on a beautiful woman sitting next to a pool at a mansion

• Promoting a restaurant by showing candle lit tables with fresh flowers and elegant people arriving in limousines

• Selling a CD by showing a group of fans hanging out back stage with the artist

Testimonial

• Someone you respect or like says the product is good.

• You trust the spokesperson.

Examples of Testimonial

• A doctor claiming a headache cure is great• A teacher claiming that a new computer

program will increase your reading and writing skills

• A fireman claiming that a new smoke alarm is the most reliable

• A well-known chef claiming that a cookbook will transform you into a gourmet cook

Tradition

• The manufacturer claims that experience is the key to their success.

Examples of Tradition

• We have made the best product for over one hundred years.

• Cookies like grandma used to make

• We have been making this product for over three generations.

Transference

• Using names or pictures of famous people, but not direct quotations

• Associating a symbol with a product

Examples of Transference

• You may believe buying a product is the “American” thing to do if an ad includes-– An American flag– Using the colors “red, white and blue”– Beautiful countrysides– Hardworking cowboys

• Julia Roberts buying the product• A picture of Robin Williams using the product

Don’t Be Defenseless Against the Ad Writer’s Attack

• Although few people admit to being greatly influenced by ads, surveys and sales figures show that a well-designed advertising campaign has dramatic effects.

• It is important to look at advertisements with a critical eye, so the empty promises in the ads are recognized.