AdvertisingAdvertisingTechniques used to influence opinions, Techniques used to influence opinions, emotions, attitudes, or behavior.emotions, attitudes, or behavior.The purpose is to benefit the sponsor.The purpose is to benefit the sponsor.It appeals to the emotions not the It appeals to the emotions not the intellect.intellect.It is not negative or positive.It is not negative or positive.The purpose is to persuade.The purpose is to persuade.

Characteristics Characteristics In advertising the purpose is to claim In advertising the purpose is to claim

“superiority” in order to sell product.“superiority” in order to sell product. Weasel Words are used. These are Weasel Words are used. These are

modifiers that look substantial but are modifiers that look substantial but are meaningless.meaningless.

Example Weasel Words: tackles, Example Weasel Words: tackles, comforts, refreshes, fights, helps, comforts, refreshes, fights, helps, virtually.virtually.

It makes audiences believe in It makes audiences believe in something or want to do something.something or want to do something.

Recognizing Recognizing Advertising Advertising TechniquesTechniques

BandwagonBandwagon TestimonialTestimonial Snob Appeal Snob Appeal Plain FolksPlain Folks PatriotismPatriotism Evidence ClaimsEvidence Claims Glittering Glittering

GeneralizationGeneralization

More Advertising More Advertising TechniquesTechniques

TransferTransfer SloganSlogan Wit and HumorWit and Humor RewardsRewards Name-CallingName-Calling Big LieBig Lie ScapegoatScapegoat

BandwagonBandwagon persuasive technique that invites persuasive technique that invites

you to join the crowd.you to join the crowd. Everybody’s doing it!Everybody’s doing it! Often uses weasel words.Often uses weasel words.

TestimonialTestimonial Statement endorsing an idea/product by a Statement endorsing an idea/product by a

prominent person.prominent person. Product can be inside or outside particular Product can be inside or outside particular

field.field. Musical artists, Sports giants, and Musical artists, Sports giants, and Actors/actresses are used to promote the Actors/actresses are used to promote the

product.product.

Snob Snob AppealAppeal Aims to flatter the customer.Aims to flatter the customer.

Makes assumption/ insinuation that this Makes assumption/ insinuation that this product/idea is better than others…Thus, product/idea is better than others…Thus, those that use it are too.those that use it are too.

““Avant Garde” ahead of the times.Avant Garde” ahead of the times.

“The Ultimate driving

machine!”

Plain FolksPlain Folks Opposite of Snob Appeal.Opposite of Snob Appeal. Identifies a product/idea with a Identifies a product/idea with a

locality or country.locality or country. Practical product for ordinary people.Practical product for ordinary people.

“Like a good neighbor…”

PatriotismPatriotism Purchase will display love of Purchase will display love of

country.country. Person will financially help the Person will financially help the

country.country.

“…built American tough!”

Evidence ClaimsEvidence Claims Facts and Figures – Facts and Figures –

statistics to prove statistics to prove superiority.superiority.

Magic Ingredients – Magic Ingredients – suggests some suggests some miraculous discovery miraculous discovery makes product makes product exceptionally effective.exceptionally effective.

Hidden Fears – Hidden Fears – suggests that user is suggests that user is safe from some safe from some danger.danger.

Glittering Glittering GeneralizationGeneralization

Weasel words Weasel words used.used.

Statement jumps Statement jumps from a few cases from a few cases to all.to all.

““Glittering” Glittering” because it’s because it’s falsely attractive.falsely attractive.

Often used by Often used by politicians.politicians.

TransferTransferPositive feelings or Positive feelings or

desires are desires are connected to the connected to the product.product.

Love/ PopularityLove/ Popularity FameFame Sex AppealSex Appeal WealthWealth PowerPower

SloganSlogan A catchword or phrase loaded with emotion.A catchword or phrase loaded with emotion. Often sells through repetition.Often sells through repetition. Clever and easy to remember.Clever and easy to remember. Stays with you a long time.Stays with you a long time. Often a melody you already know.Often a melody you already know.

“Trust Sleepy’s for the ‘Rest’ of

your life”

Name-CallingName-Calling A way of smearing A way of smearing

an opponent.an opponent. Intent is to damage Intent is to damage

opponent.opponent. It also arouses It also arouses

suspicion of suspicion of opponent.opponent.

Intention is to Intention is to create an uneasy create an uneasy feeling.feeling.

Used by politicians Used by politicians and product and product companies.companies.

Big LieBig Lie An outrageous falsehood.An outrageous falsehood. Captures attention because it’s so outrageous.Captures attention because it’s so outrageous. Somehow staggers audience into believing it.Somehow staggers audience into believing it.

ScapegoatScapegoat A person carrying the blame for others.A person carrying the blame for others. Retreats to prejudice rather than reason.Retreats to prejudice rather than reason. Mostly used in the political arena.Mostly used in the political arena. Wins audience through association or Wins audience through association or

sympathy.sympathy.

Engaging Engaging TechniquesTechniques

Wit and Humor – Wit and Humor – diverts the audience diverts the audience and gives a reason to and gives a reason to laugh often through laugh often through the use of clever the use of clever visuals and/or visuals and/or language.language.

Rewards – bonus Rewards – bonus awarded to awarded to consumer for consumer for purchase. (Toys, purchase. (Toys, gimmicks, gimmicks, rebates, free rebates, free payment, etc.)payment, etc.)

Buyer BewareBuyer Beware Be a conscientious consumer!Be a conscientious consumer! Know what devices are trying Know what devices are trying

to influence you!to influence you! Make an informed decision!Make an informed decision!