Upload
tiffany-goodman
View
215
Download
0
Tags:
Embed Size (px)
Citation preview
Purpose of Advertising
• You’re not immune!!!
• Advertising works below the level of conscious awareness
• Selling lifestyles, not products
Advertising Persuasive Techniques
• Avante Garde
• Bandwagon
• Glittering Generalities
• Hidden Fears
• Magic Ingredients
• Patriotism
• Plain Folks
• Snob Appeal
• Transfer
• Testimonial
• Wit and Humor
• Facts and Figures
Glittering Generalities
• Uses appealing words and images to sell
• An indirect message that suggests that if you buy the wonderful product, it will change your life
Ex. A cosmetic that will make you look younger, a car that will give you status
Hidden Fears
• Suggests that the product will protect you from some type of danger
Ex. A disinfectant spray that eliminates harmful bacteria; a laundry detergent that gets out embarrassing pit stains
Magic Ingredients
• The suggestion that some almost miraculous discovery makes the product exceptionally effective
• Ex. Oxy Clean advertisements
Patriotism
• The suggestion that purchasing this product shows your love for your country
• Ex. A company that boasts about its product being made in America (Chevy, Ford)
Plain Folks
• The suggestion that the product is a practical product of good value for ordinary people
• Ex. A Walmart commercial explaining about how easy it is to feed a normal family with their low prices
Snob Appeal
• The suggestion that the use of the product makes the customer part of an elite group with a luxurious lifestyle
Ex. A coffee commercial showing people dressed in formal gowns and tuxedos sipping the product at an art gallery
Transfer
• Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user
• Ex. Cotton advertisers will show people wearing cotton clothing by the beach to show that their product will keep you cool on hot days
Testimonial
• A famous personality is used to endorse the product
• Ex. Tiger Woods and Nike, Jessica Simpson and Proactiv, Eva Longoria L’Oreal
Wit and Humor
• Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained
• Clever use of visuals or language
Facts and Figures
• Statistics and factual information is used to prove the superiority of the product
• Operates under the theory that you can’t argue with statistics
• Ex. manufacturer quotes the amount of time it takes the car to get from 0 to 100 mph
Avante Garde
• Using the product puts you ahead of the times
• Ex. Be the first on your block to drive the new BMW
Bandwagon
• A form of propaganda
• Exploits the desire of most people to join the crowd or winning side
• The popularity of the product is important to people
• Even when people claim they our choices, they usually choose the most popular products