Advertising RhetoricTerms and Definitions

Avante Garde The advertiser suggests that the product will

put the consumer ahead of the crowd by having the product first.

e.g. a toy manufacturer encourages kids to be the first on their block to have a new toy.

Bandwagon When a consumer is attracted to a cause,

agrees to join an organization or club, or purchase an item because its popularity. The consumer is persuaded to “follow the crowd” rather than to use “evidence” to justify a choice

It exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up on the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.

Card Stacking When an advertiser stresses only the positive

qualities and does not tell any of the negative ones. The consumer is given only one side of the story about a product.

Emotional Word Repetition When a consumer is conditioned to

remember or persuaded to buy a product or service by repeating, again and again in different tones, the name of the product or service.

Glittering Generalities  When a consumer is persuaded by specially

chosen words that can have many different positive meanings. The advertiser implies that using their fabulous product will make the consumer’s life wonderful.

This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader

JingleA light, rhythmical verse or short song used

by advertisers.

Plain Folks When an advertiser implies that the product

is a great value for everyday, “plain folks.”e.g. a cereal manufacturer shows an

ordinary family sitting down to breakfast and enjoying their product.

Simple Solutions When an advertiser implies that the product

will help the consumer to avoid complex problems, or the one product will fix several problems.

e.g. Buy this makeup and you will be attractive, popular, and happy.

SloganCatchword or motto used by an advertiser.

10 of the Most Successful and Famous Advertising Slogans of All Time: 1- AT&T: "Reach Out and Touch Someone" 2- Nike: "Just Do It" 3- AllState: "You're in Good Hands" 4- Geico: "Fifteen minutes could save you 15% or more." 5- Almond Joy/Mounds: "Sometimes you feel like a nut, sometimes you don't." 6- Maxwell House: "Good to the Last Drop" 7- Wheaties: "Breakfast of Champions" 8- Campbell's Soup: "M'm! M'm! Good!" 9- Kellogg's Rice Crispies: "Snap! Crackle! Pop!" 10-And last but not least, the short but sweet, "Got Milk?" By the Milk

Campaign started in 1993.

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3 Common Traits of Famous Advertising Slogans

1- They are Catchy and Recognizable: Sometimes this can be annoying, but let's face it. A successful advertising slogan is always memorable and always seems to have a way of sticking in your head. This should be your goal as well. So here are some of the most common and effective ways of doing that:

-Alliteration: This is the repetition of the first consonant sound in two or more words within a sentence or phrase. For instance, "You'll never put a better bit of butter on your knife." This is an advertising slogan from Country Life Butter.

-Made up words: Another technique you can try is to make up a fun, new word to be clever and stick out in the mind's of your audience, such as Louis Vuitton's "Epileather", or Gordon's and Tonic's "Innervigoration."

-Puns: A Pun is a play on words that can be funny and unique and another great way to stand out amongst the crowd and be remembered. A great example of this would be Moss Security's slogan, "Alarmed? You Should Be."

2- Brandname Recall: This is another important quality of an effective advertising slogan. It is so important that your slogan helps your audience to remember your brandname and who you are or what you stand for. So try to say something that can incorporate your company's name such as, Kay Jewelers', "Every kiss begins with Kay." or Charmin's, "Please don't squeeze the Charmin."

3- Focus on Benefits over Features: Another one of the things to hone in on when working on your copy for an advertising slogan is to include the main benefits of your products or services. For example, the slogan written by the Mercedes Benz company, "Engineered like no other car in the world," makes a clear statement to the customer that a Mercedes will be made better than any other car out there!

With every advertising campaign that you undertake, it is important to always focus on the benefits over the features. As they say, "Sell the sizzle, not the steak!" Tune in to emotions not details and features to ensure that you create a famous advertising slogan that will be memorable and successful for years!

So if it is your ambition to create a winning brand with a catchy and memorable advertising slogan, be sure to make it unique and connected to your key benefits and company name and you'll be sure to have a winning, house-hold catch phrase that everyone knows and remembers 10 or even 20 years from today!

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Snob Appeal When an advertiser implies that the product

will make the consumer part of the rich, famous or elite group.

 

e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

Target or Intended Audience-Advertisers use audience research to find out what kinds of people buy their products.  This is called a

demographic profile.  They use this information to create advertising that will influence these people specifically.  This specific group is called a target audience.   Here are some of the most common characteristics that are included in a demographic profile.

Sex/Age/Race Marital Status Level of Education Employment Status/Industry/Occupation Individual Employment Income Reason Not in Labor Force Primary Language in Household Language Preferred Household Size/Income Number of Adults in Household Presence of Children by Age Home Ownership/Market Value Tenure in Current Residence County of Residence

This list is a small part of the Scarborough Category List.  The list includes 295 major categories of consumer, media, and retail behavior for market areas throughout the United States.

TestimonialWhen an advertiser connects a famous or respectable person with a product

through the use of quotations or endorsements from that famous or respectable person such as:

Celebrities. The advantage is instant recognition and interest. Just make sure you select a celebrity who has an image that is compatible with your brand personality. (A testimonial, by the way, requires that the celeb actually uses the product. A "celebrity presenter" simply talks about the product.)

Interesting users. Select real users who also happen to be interesting or amusing in themselves. Perhaps they have a bold personality, or an interesting job. Or an unusual appearance. Or perhaps they've accomplished something that sets them apart, like winning the bronze medal in the 20 km walking race at the 2000 Olympics.

Experts. The doctor, the scientist, the computer whiz, the professional chef. These are people we look up to. People who have credibility because of their general or specific expertise.

Average citizen. The average citizen tries the product in the ad. Or explains why she switched. Or the benefits he now enjoys. They reflect a mirror image of the target audience, and that's what makes them believable.

Transfer When a consumer is persuaded to buy a

product or service because it is associated with something attractive or respectable.

e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.

Weasel Words When an advertiser uses words to imply

meaning or facts without actually making a guarantee.

e.g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight.

Wit and Humor  When the consumer is attracted to a

product because the advertisement makes them laugh, or it is entertaining.

SOURCES"ADVERTISING TECHNIQUES." Foothill Technology High

School. Web. 23 Apr. 2012. <http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm>.

"Advertising Terms: Definitions of Advertising Basics for Middle or High School." Bright Hub Education. 3 Feb. 2012. Web. 23 Apr. 2012. <http://www.brighthubeducation.com/english-homework-help/38768-basic-advertising-terms-and-definitions/>.

"Demographics." Blackstone Valley Regional Vocational Technical High School. Web. 23 Apr. 2012. <http://www.valleytech.k12.ma.us/medialit/demographics.htm>.