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Advertising techniques

Advertisers use a range of
techniques to capture the
attention and appeal to
the desires of their target
Celebrity Endorsement
One of the techniques often discussed
on The Gruen Transfer is celebrity
endorsement. This technique works
because people often aspire to have
the looks, money, success and
lifestyle of celebrities. By purchasing a
product endorsed by a likable
celebrity they can get closer to the
lifestyle they represent.
Who Endorsed It?
 Can you match the celebrities with the products they endorsed?
 Can you see any connection between the celebrity and their
Penelope Cruz
Brad Pitt
1. I can’t believe it’s not butter
2. Nintendo DS
3. Chanel No. 5
Ozzy Osbourne
Ozzy Osbourne – I can’t believe it’s not butter!
Penelope Cruz - Nintendo
Brad Pitt – Chanel No. 5 for Women
 Did any of those endorsement deals surprise you?
 Do you think that having Brad Pitt as the face of Chanel
perfume would entice you to buy it?
Endorse This!
Which celebrities would you get to endorse
the following products:
- Weight loss shakes
- The latest BMW
- Converse
- Windex
- Coke
- Specsavers glasses
Some Advertising Techniques
- Bright colours
- Logos
- Slogans
- Celebrity endorsement
- Music and jingles
- Repetition
- Alliteration
- Rhyme
Advertising can appeal to our
desire to….
-Be attractive, fashionable and
-Save money/ get a bargain (aka the
‘hip pocket nerve’
-Protect the environment
-Protect our children and loved ones
The Pitch
Choose a popular product or service.
Create a plan for an advertisement
for it. Your advertisement should use
a minimum of three of the
techniques listed on the previous
The Pitch
Things to think about:
Who is your target audience?
Which techniques and/or appeals did you
use in your advertisement? Why?
Where would your advertisement be found?
(eg. TV, billboards, magazines, internet, etc)
How successful do you think your
advertisement would be?