Advertising – Definitions
and Techniques
English 9
What is Advertising?
The act or practice of calling public
attention to one's product, service, need,
etc.
Advertising communication is one-way.
Not all advertising is “selling” something
you can purchase – some ads sell ideas or
viewpoints
Where do you find advertising?
Mass Media – Tools that deliver messages
to lots of people
TV
Radio
Magazines
Internet
Newspapers
Others?
Where do you find advertising?
Targeted media – Tools that reach certain
specific people
Mailings
Email
In-store announcements
Billboards
Buses
Others?
Where do you find advertising?
Product Placement – Products themselves
can act as advertising
Products in movies
T-shirt logos
Vending machines
Video Games
Others?
How does advertising work?
Advertising works
consciously
You already know you
need something
Ads inform you of a
product’s features,
which you may find
desirable
The next time you go
to buy that item, you
chose the brand you
saw advertised
How does advertising work?
Advertising creates a
new need
The ad starts by
convincing you that
you need something
you didn’t know you
needed before
Then the ad shows
that their product will
fill that need
How does advertising work?
Advertising works
subconsciously
By creating a positive
image or association
in your brain,
advertisers get you to
“like” a product
The next time you
shop, you
unconsciously grab
that product because
of the positive
association
Advertising Techniques
Advertising uses several different, distinct
techniques to create that positive
association
Most ads use several techniques at once
REMEMBER – These techniques work
subconsciously. No one would ever say,
“Brett Favre likes these jeans, so I will
too.” It’s all about positive associations.
Advertising Techniques, cont.
Bandwagon – Everyone is doing it
The ad creates a positive connection by
showing that the product/service/idea is
widely used and widely accepted
Why would everyone be using it if it wasn’t
the best?
Bandwagon Example
Advertising Techniques, cont.
Plain Folks – Speak
to people in plain and
simple terms
The ad uses simple,
common language,
images, and content
to appeal to the
average person
Let me explain this to
you in terms you
would understand.
Advertising Techniques, cont.
Testimonial – Someone important or
famous says you should buy our product
The ad uses a celebrity or expert that
endorses the product or service, either
directly or indirectly
You like or trust me, and I think the
product is great.
Testimonial Example
Advertising Techniques, cont.
Science/Statistics –
These numbers prove
you need our product
The ad uses science,
scientific language, or
statistics to prove their
product is good
Even if you don’t
understand what we’re
talking about, we sound
really smart and credible.
Advertising Techniques, cont.
Transfer – Associating products with
something you like or value
The ad couples the product with
something desirable – sex appeal, humor,
patriotism, sports, video games, whatever
– so a positive feeling is created for the
product
You like this, right? Then you’ll like our
product, too.
Transfer Examples
What’s the big deal?
Advertising affects all of us, whether we realize it
or not. It affects…
What we spend our money on
What we find to be “cool”
What we find attractive
How we view genders, races, and other stereotypes
Our health, happiness, and well-being
How we think people should act
Our culture in general
So, How Should We Handle
Advertising?
If you understand how an ad is supposed
to work, you won’t be “tricked” into buying
or believing things you don’t want to.
We will practice analyzing ads – we will try
to figure out how they work and how they
can affect you so you can make conscious
choices.