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The 8 Advertising Techniques
Transcript of The 8 Advertising Techniques
The Bandwagon Effect
This is a propaganda technique which suggests one should do something because everyone else is doing it. It comes from the idea of a parade, where happy people go by on bandwagons, and people in the crowd have the urge to 'hop on.'
This is used to gain attention. If an advertisement is controversial, then it gains free publicity through the press and on blogs. Even though this kind of publicity can be negative. it is still publicity nonetheless. Shock advertising leads to brand awareness and eventual rise in sales. This technique also involves persons in the ad displaying shock at the situation.
If someone tells you about a personal experience with a product, then you are likely to believe that person. If that 'someone' is a celebrity, you may even be more likely to buy a product that he or she is promoting. This kind of story about a personal experience is known as 'testimonial'.
The 8 Advertising Techniques
Including a conflicting situation in an ad helps to sell the product or an idea. This advertising technique relies on the audience's interest in seeing the conflict resolved.
*Propaganda is a form of communication aimed towards influencing the attitude of a population toward some cause or position.
If you can convince someone they have a problem, you can sell them a solution. This is the kind of persuasive technique used by advertisers and politicians.
An anti-ad draws your attention to and makes you aware of the conventions of advertising. In effect, anti-ads seem to tell the audience that they are smart enough to see through the tricks played by advertisers and see the 'true value' of their product or idea.
Humor in advertising is a delicate method of attracting a viewer's/listener's attention to the client's product. Done right, it achieves success. Doing it right means not only engaging the prospect but getting them to remember the product.
A fear appeal in advertising is a message that is designed to scare the intended audience by describing a serious threat to them. The advertising tactic is used to motivate the intended audience to engage or not engage in certain behavior based upon a fear.
What advertising techniques are used in the following local ads and to what effect?
How does these ads instigate social change?
Jamaica Tourist Board