8 Advertising Techniques
Using persuasion EMOTIONAL appeals SELL! Advertisers want to motivate you to buy their product. They manipulate your emotions to get your money. US Census Bureau: Average family spends 5 hrs. day watching TV. That’s 45 hours a month watching advertising! Are you aware of the 8 basic ad techniques? #1: Association Connects / associates the product with a POSITIVE IMAGE, like youth, beauty, patriotism, success, happiness, etc. Association: Marlboro & cool scenery Smoking is associated with the beauty of the great outdoors. Association: Marlboro & cowboys Cowboys are tough & cool, right? Association: anti-smoking ad How cool is smoking here? Association Mercedes & Greatness “Sometimes Words can be Hopelessly Inadequate.” (Hemingway, moon landing, etc.) Association: Prudential Ties life
insurance to a peaceful place. HUMOROUS Association Geico hopes you’ll associate their company with something clever or funny. REMEMBER… 1. Association: POSITIVE image Can you think of other commercials that use the “association” technique? #2 - Testimonial A famous person endorses the product.
Testimonial Dr. Phil drinks milk. “Got milk?” Testimonial Gatorade endorsed by Michael Jordan Testimonial Mohammed Ali (boxer) & Apple Computers Testimonial Famous person doesn’t have to be real. Big Bird endorses Crest toothpaste. REMEMBER… 2. Testimonial: Famous endorsement. Can you think of other commercials that use the “testimonial” technique? #3 - Bandwagon The idea that EVERYBODY is doing it. You are not “with it” if you don’t. Hint: Ads often feature crowds of people. Bandwagon: SCSU St. Cloud
State caption: “Be there!” Bandwagon (You’ll be left out.) Bandwagon: Sports Illustrated Kids Caption: “The gift all kids want!” Bandwagon Caption: “Four out of five dentists recommend Crest.” REMEMBER… 3. Bandwagon: EVERYBODY! Can you think of other commercials that use the “bandwagon” technique? #4 - Plainfolks The product features country images, common people, and down-home appeal.
Plainfolks Apple is for the common hard working person. (Also testimonial) Plainfolks “Kentucky Fried Chicken” has down home appeal Plainfolks It tastes like homemade! Plainfolks Country Hearth Bread REMEMBER… 4. Plainfolks: “Country & Homemade” Can you think of other commercials that use the “plainfolks” technique? #5 - Snob Appeal
The product appeals to people who think they are “superior,” high-class, rich, or very intellectual. Snob appeal: notice how they are dressed. Snob appeal: Cesar dog food Snob appeal All Fruit Spread & Grey Poupon REMEMBER… 5. Snob appeal: Luxury & Wealth Can you think of other commercials that use the “snob appeal” technique? #6 - SEX APPEAL The product uses a sexy person to catch your attention. Sex appeal Sex Appeal Sex appeal: Oakley sunglasses REMEMBER… 6. Sex appeal: Sexy People Can you think of other commercials that use the “sex appeal” technique? #7 - Play on Fears Product offers protection, comfort, or security from fear. Play on Fears What if your wife dies? Play on Fears Play on Fears (Are you a bad parent?) REMEMBER… 7. Play on Fears: Protection & Peace of Mind Can you think of other commercials that use the “play on fears” technique? # 8 Logical appeal Uses statistics or facts (real or imagined) to appeal to your LOGIC. Logical appeal Logical appeal Can your
car stop this fast? Toyota Tundra Logical Mercury Marquis Vs. Cadillac stats REMEMBER… Logical appeal: “Facts & Stats” Can you think of other commercials that use the “logical appeal” technique? Assignment Part 1: Magazines Find an ad for each ad technique—all 8. (Look in the magazines & attach the ads to your worksheet packet.) Write at least one sentence that explains the ad. Assignment Part 2 Find two internet ads. Copy the Title & briefly describe the ad. Tell what kind of an ad it is. The Herald Review - Grand Rapids, Minnesota Extra credit: Present an ad to the class! or Find more than 8 magazine ads or do extra internet ads.