8 Advertising Techniques
Using persuasion
EMOTIONAL appeals SELL!

Advertisers want to motivate you to buy their product.

They manipulate your emotions to get your money.

US Census Bureau: Average family spends 5 hrs. day watching TV. That’s
45 hours a month watching advertising!
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Are you aware of the 8 basic ad techniques?
#1: Association
Connects / associates the product with a POSITIVE IMAGE, like youth, beauty,
patriotism, success, happiness, etc.
Association:
Marlboro & cool scenery
Smoking is
associated
with the
beauty
of the
great
outdoors.
Association:
Marlboro & cowboys
Cowboys
are
tough &
cool, right?
Association: anti-smoking ad
How
cool
is
smoking
here?
Association
Mercedes
& Greatness
“Sometimes
Words can be
Hopelessly
Inadequate.”
(Hemingway,
moon landing,
etc.)
Association: Prudential
Ties life
insurance
to a
peaceful
place.
HUMOROUS Association
Geico hopes you’ll associate their company with something clever or funny.
REMEMBER…
1. Association:
POSITIVE image

Can you think of other commercials that use the “association” technique?
#2 - Testimonial
A famous person endorses the product.
Testimonial
Dr. Phil
drinks
milk.
“Got milk?”
Testimonial
Gatorade
endorsed
by Michael
Jordan
Testimonial
Mohammed
Ali (boxer) &
Apple
Computers
Testimonial
Famous person
doesn’t have to
be real.
Big Bird
endorses
Crest toothpaste.
REMEMBER…
2. Testimonial:
Famous endorsement.
Can you think of other commercials that use the “testimonial” technique?
#3 - Bandwagon
The idea that EVERYBODY is doing it. You are not “with it” if you don’t.
Hint: Ads often feature crowds of people.
Bandwagon: SCSU
St. Cloud
State caption:
“Be there!”
Bandwagon (You’ll be left out.)
Bandwagon: Sports Illustrated Kids
Caption:
“The gift all kids
want!”
Bandwagon
Caption:
“Four out of five
dentists recommend
Crest.”
REMEMBER…
3. Bandwagon: EVERYBODY!
Can you think of other commercials that use the “bandwagon” technique?
#4 - Plainfolks
The product features country images, common people, and down-home appeal.
Plainfolks
Apple is for
the common
hard working
person.
(Also testimonial)
Plainfolks
“Kentucky
Fried
Chicken” has
down home
appeal
Plainfolks
It tastes like
homemade!
Plainfolks
Country
Hearth
Bread
REMEMBER…
4. Plainfolks:
“Country & Homemade”
Can you think of other commercials that use the “plainfolks” technique?
#5 - Snob Appeal
The product appeals to people who think they are “superior,” high-class, rich, or
very intellectual.
Snob appeal: notice how they are dressed.
Snob appeal: Cesar dog food
Snob appeal

All Fruit Spread &

Grey Poupon
REMEMBER…
5. Snob appeal:
Luxury & Wealth
Can you think of other commercials that use the “snob appeal” technique?
#6 - SEX APPEAL

The product uses a sexy person to catch your attention.
Sex appeal
Sex Appeal
Sex appeal:
Oakley sunglasses
REMEMBER…
6. Sex appeal:
Sexy People
Can you think of other commercials that use the “sex appeal” technique?
#7 - Play on Fears
Product offers protection, comfort, or security from fear.
Play on Fears
What if your
wife dies?
Play on Fears
Play on
Fears
(Are you
a bad
parent?)
REMEMBER…
7. Play on Fears:
Protection & Peace of Mind
Can you think of other commercials that use the “play on fears” technique?
# 8 Logical appeal

Uses statistics or facts (real or imagined) to appeal to your LOGIC.
Logical appeal
Logical appeal
Can your
car stop
this fast?
Toyota
Tundra
Logical
Mercury
Marquis
Vs.
Cadillac
stats
REMEMBER…
Logical appeal:
“Facts & Stats”
Can you think of other commercials that use the “logical appeal” technique?
Assignment Part 1: Magazines

Find an ad for each ad technique—all 8. (Look in the magazines & attach the
ads to your worksheet packet.)

Write at least one sentence that explains the ad.
Assignment Part 2

Find two internet ads. Copy the Title & briefly describe the ad. Tell what kind
of an ad it is.

The Herald Review - Grand Rapids, Minnesota

Extra credit:
Present an ad to the class! or
Find more than 8 magazine ads or do extra internet ads.