The language of
Advertising….
Secret #1
BENEFITS?
• Yes – people buy a “thing” because of the benefit that buying
the thing will give them!
What is a benefit?
• An aid
• Profit ($)
• Savings ($)
• Prizes (free $)
• Guarantee of success
• Frequent flyer points ($)
• Rewards ($)
• Prestige (impressing other people)
SECRET#1
Task:
Write a list of as many
“benefits” that you have
seen in ads by MCDonalds
“who” is the target market
(audience) of this ad?
“who”is the target market
(audience) of this ad?
“who” is the target market of
this ad?
“who” is the target market of
this ad?
“who” is the target market of
this ad?
Today, every company/business needs to advertise
its product (or service) to:
• inform the customers about its product
• increase the profit they make from sales
• Get and keep market share (popularity)
• Get and keep a good name in the industry.
Businesses spend a lot of money on advertising –
so the ads have to work!
Emotional Appeal
This technique of advertising is done
with help of two factors:
1. The “needs” of consumers
2. Fear factor
Secret #2
Most common emotional appeals under
“need” are:
•
•
•
•
•
•
need for something new
need for getting acceptance
need for not being ignored
need for change of old things
need for security
need to become attractive, etc.
Emotional appeals using “fear factor”
include:
• fear
• fear
• fear
• fear
• fear
of
of
of
of
of
accident
death
being avoided
getting sick
getting old, etc.
Promotional Advertising:
• giving away samples of the product for free to
the consumers
• items are offered in the trade fairs, promotional
events, and ad campaigns
why? to gain the attention of the customers.
Secret #3
Bandwagon Advertising:
• convincing the customers to join the
group of people who have bought this
product
• be on the “winning side”
Secret #4
Facts and Statistics
• Actual numbers, proofs, and real examples
to show how good their product works.
e.g. “Lizol floor cleaner cleans 99.99%
germs” or “Colgate is recommended by 70%
of the dentists of the world”
Secret #5
Unfinished Ads
• Here advertisers just play with words by saying
that their product works better but don’t answer
how much more than the competitor.
• e.g. “Pringles - no one can eat just one” or
“Horlicks - more nutrition daily”
The ads don’t say who can eat more… or how
much more nutrition.
Secret #6
Weasel Words:
Here… the advertisers don’t say that they are the best
from the rest, but - they don’t deny it either!
E.g. Sunsilk Hairfall Solution - reduces hair-fall.
The ad doesn’t say stops hair-fall.
Secret #7
Endorsements
Advertisers use celebrities to advertise
their products. The celebrities or stars
endorse the product by telling their own
success with the product.
Secret #8
Secret #8
Complimenting the Customers:
• advertisers used punch lines which
compliment the consumers who
buy their products.
• E.g. Revlon says “Because you are
worth it.”
Secret #9
Ideal Family and Ideal Kids
• Advertisers using this technique show
that the families or kids using their
product are a happy family.
• The ad always has a neat and well
furnished home, well mannered kids
and the family is a good and ideal kind
of family.
Secret #9
Patriotic Advertisements
• These ads show how one can
support their country while he
uses their product or service.
Secret #10