Coya

u / W

ikim

edia

Com

mon

s / C

C-BY

-SA-

3.0

Advertising IIMEDIA, POWER AND

CULTURE

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Slogans you know• Just do it: Nike (1988)• I’m lovin’ it: McDonald’s (2003)• Eat fresh: Subway (2001)• Taste the rainbow: Skittles (1994)• Gives you wings: Red Bull (~1998)• Snap! Crackle! Pop! Rice Krispies

(1933)• Finger-lickin’ good: KFC (1956)

MODES OF PERSUASION

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Recognition• Commercial builds awareness

INADEQUACY

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Fear of missing out• Product shown as key to excitement

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Keeping up with the Joneses

• Plays on jealousy or envy

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

False ideals• Product shown in unrealistic uses

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Unknown needs• Product shown to fill previously

unrecognized need

INCLUSION

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Companionship• Product shown as element of

friendship

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Be like Mike• Celebrity endorsement or proximity

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Membership• Product touted as used by a select

group

HELP

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Savings• Purchasing product linked to lower

costs

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Improvements• Product claimed to be better, or just

newer, than something else

April

Killi

ngsw

orth

/ Fl

ickr /

 CC-

BY-2

.0

Kroll BoP

Primal urges• Commercial bluntly appeals to

hunger or strong emotions