Advertising Techniques

Beauty Appeal

Celebrity Endorsement

Escape

This advert uses a model to advertise their product in order to make women purchase the product so they can feel pretty too. Obviously this is not the case, but it works as a huge potential target audience for certain women.

By using celebrities to advertise a product, it immediately appeals to the general public as they can say if Clooney, for example, likes this product, then so do they because they want to act like this particular celebrity, etc.

Independence/Individuality

Intell igence

This advert makes the viewer want to escape their dull and depressing everyday life. Palm trees, blue sky and golden beaches are all things that come to mind when we think of tropical holidays. The beautiful sun and warm sea attracts many customers who are in need of a desperate getaway from everyday life.

These types of adverts tell people that if they buy their product they can stand out from the crowd and be different, have their own sense of independence and this would appeal to certain people.

These types of adverts are designed to make people feel like they can be intelligent and more self-sufficient, and therefore more people who want to appear unique and smart want to buy the product.

Lifestyle

Nurture

Peer Approval

These types of adverts appeal to many people because if they buy this iPhone or Febreze air freshener, their lives can be more exciting and improved, easier, etc.

These adverts may show a rainforest being cut down, or an endangered snow leopard that is at risk of being killed by hunters. Again, this is aimed to target our emotional side and make us feel like it is our responsibility and that we should be doing something in order to prevent it from happening.

Rebel

Rhetorical Question

This would appeal to young people who don’t want to be seen as strange or boring in front of their mates. These sort of adverts tell people that they can fit in and be more accepted by their peers if they purchase this particular product.

These sort of adverts aim to show people that you can be different from society and display your rebellious side by wearing/purchasing this certain product.

Scientif ic / Statistical Claim

Unfinished Comparison / Claim

These types of adverts are designed to target the audience’s emotional side, by usually giving them a guilt trip. For instance, when we see a NSPCC advert, it ends with a rhetorical question such as “Will you allow this to continue?” and therefore it feels like it is directly speaking to us, that it is our fault that we allow things like this to keep happening.

These adverts focus on the advantages of using statistics to attract people. For example, “in a recent survey over 86% said they would use this product again” and therefore the viewer thinks it is more reliable and enjoyable than other products of the same sort on the market shelf.

In these adverts, products are said to be the best available on the market, top of the range, but there is never any evidence to support their statements but the viewer doesn’t question it, especially if it a well-established brand.