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Transcript of Advertising Techniques
"I'm a famous NASCAR driver and I trust Michelin tires." Endorsement/Testimonial Advertisers will use words that "sparkle"! Words that have a lot of emotional appeal and are closely associated with what we think is good. Glittering Generality Four out of five dentist recommend brushing your teeth! (We're not sure what the fifth guy's thinking) Facts and Figures Advertisers will try to convince you that if you don't buy their product, something bad might happen! Fear! Showing average folks, doin' average stuffs. Plain Folks Authority Someone knowledgeable (with authority) tells you about the product. Buzzwords Similar to glittering generalities. Using words that are popular but vague. They may not really mean much, but they sound good. Maximize! Bundles! Intensity! Repetition It must be true! Loaded Words Words with strong associations, like home, family, dishonest, and wasteful. Free and Bargain/Rewards Buy 2, get 1 FREE!! URGENCY!!!! For a short time only! While supplies last! Limited time offer! Name Calling Bandwagon Transference Everyone is doing it! (At least the cool kids are) this is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it. A lot of these techniques work great together! How might repetition work well with buzzwords, loaded words and glittering generalities? What about transference?