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Advertising Techniques

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Falisha Olowu

on 6 November 2013

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Transcript of Advertising Techniques

Advertising Techniques
Advertising Techniques
Why is advertising used?

To persuade you to:
think something
do something
feel something

so you can BUY something
Definition: Persuading people to do something by letting them know others are doing it. Uses sayings such as, “everyone else is doing it” or “it could work for you too.”

Definition: Transfer uses images to bring up strong feelings in order to persuade.

"A picture is worth a thousand words."
Definition: Repetition uses repeated messages or pictures to persuade.

Why does it work?
Bandwagon works because it makes you think “everyone else is doing it” and so should you.

Why is this McDonald's sign an example of Bandwagon?
Why does it work?
Testimonial works because you feel like you can trust the words of an expert or a famous person.

Why is this advertisement an example of testimonial?
Definition: Persuades people by having a famous person or expert promote the product.

Transfer works because you transfer the happy feelings you associate with a picture to happy feelings you have about a person or a product.

What feelings does this picture represent?

What product are we supposed to transfer these feelings to?
Why does it work?
Repetition works because you remember things you have seen more than once.

Why is this advertisement an example of repetition?

How many times is the message repeated?
Why does it work?
Glittering Generality
Glittering generality works because the words make you feel happy and positive.

What words in this advertisement make it glittering generality?
Definition: Glittering generality persuades by using positive words to arouse thoughts, actions, or emotions.

Why does it work?
Name Calling
Definition: Name calling persuades people by using negative words to foster dislike, hate, or fear for a product or idea.

Name calling works because the words make you think twice about the product or idea because it is hated or feared.

How is this advertisement using name calling?

What is this advertisement urging you NOT to buy?
Why does it work?
Card stacking
Card stacking works because it makes you think you are getting something great, but there are hidden disclaimers.

Why is this advertisement an example of card stacking?
Definition: Card stacking persuades people by giving false facts, rearranging facts, or withholding the real facts to “slant” the picture in a certain direction.

Why does this work?
Definition: Slogans persuade by using a catchy phrase to identify a product or company.

Slogans work because it help you remember the product because of the catchy song or phrase.

What company is this slogan advertising?
Why does it work?
Where can you find advertisements?

Let's review!
Card Stacking
Glittering Generalities
Card Stacking
Avant Garde
Definition: Avant-Garde ads suggest that using the product puts the user ahead of the times. Only the ultra-cool can have this product.
Why does this work?
Avant-Garde ads work because they make the reader feel that they are cool or "in." These products are "exclusive" and only the elite can have them.

How does this ad make the reader feel "exclusive?"
Name Calling
Full transcript