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Advertising Techniques
Glittering Generality
Definition: Glittering generality persuades by using positive words to create thoughts, actions, or emotions.
Testimonial
Why does it work?
Glittering generality works because the words make you feel happy and positive.
What words in these advertisements make it glittering generality?
Name Calling
Definition: Persuades people by having a famous person or expert promote the product.
Why does it work?
Definition: Name calling persuades people by using negative words to foster dislike, hate, or fear for a product or idea.
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?
Why does it work?
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?
Advertising Techniques
Repetition
Why is advertising used?
To persuade you to buy, think, or do something!
Where can you find advertisements?
- packaging
- billboards
- buses
- newspapers
- stores
- internet
- social media!
- magazines
Bandwagon
Definition: Repetition uses repeated messages or pictures to persuade.
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.”
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?
**Bandwagon works because it makes you think “everyone else is doing it” and so should you. A feeling of being left out or uncool.
Why is this McDonald's sign an example of Bandwagon?
Slogan
In small groups, analyze the ads provided for you using the following questions:
a) What product or service is being advertised?
b) What deep need or desire is the ad promising to fulfill? (e.g.,love, happiness, wealth, beauty, friendship, joy?)
c) Who is the intended audience? What might their response to the ad be?
d) Who is excluded by the ad? (i.e., what classes, races, body types, values, etc.)?
e) What suffering, exploitation, or destruction is hidden from view? (i.e., what suffering to people or animals does the production of the product or the generation of the service lead to and/or what destruction to the environment does the product or service cause?)
f) What product/service might do more good & less harm?
Definition: Slogans persuade by using a catchy phrase to identify a product or company.
Why does it work?
Slogans work because it help you remember the product because of the catchy song or phrase.
What company is this slogan advertising?