Boone Notes: Advertising
1. Jingle – A popular (earworm) song or phrase that helps you remember a product.
2. Cartoon Character – An animated (or fictitious) character that promotes a product; the target audience
is usually children.
3. Celebrity Endorsement or Testimonial - a recommendation to use a product from someone famous.
The person claims to use the product. (This is closely connected to the transfer technique because an
attempt is made to connect an agreeable person to another item)
4.
Transfer/Fantasy - Famous people promote products associated with them telling consumers that
using these products will make the consumer more like the famous person.
5. Image Appeal - This appeal implies that the product will make you better looking, healthier, richer,
more popular, happier, etc. (similar to Transfer/Fantasy except promoters aren’t famous)
6. Bandwagon - Implies that everyone else is using the product, so you should, too.
7. Technology Appeal – An extension of the “Bandwagon”; implies if you don’t have the product, you
will fall behind.
8. Sensory Appeal - The product tastes, looks, or feels good; appealing sounds or pictures are featured.
9. Comparison Appeal - This brand is better than other brands of the same product.
10. Money Appeal - You will save on the sale or get something free if you buy this product.
11. Sex Appeal - Interest or excite consumers using appearance, style, or charm.
12. Patriotism Appeal – Encourages consumers to buy products associated with their country.
13. Humor Appeal – Something amusing or funny may help people remember the ad and want to buy the
product because of the positive association with it.
14. Statistics – Twisting facts in a way to impress people and encourage them to buy a product.
15. Nostalgia Appeal - This appeal implies that this product takes you back to the “good old days” or back
to nature.