Advertising in Media
• You deserve a break today so get out and on
your way to McDonalds?
• Everyday we are bombarded with messages
like this from different media outlets like
the television, radio, internet, billboards and
even on the wall in the bathroom.
That’s why campbells soup
is Mmmmmmm good.
There are many different ways
advertisements influence you to buy a
product.
• Some of the more popular ways to advertise
products include: testimonial, celebrity,
bandwagon, catch phrase/song, and words that
really don’t say anything!
• After reading about these advertising techniques
you’ll do a tutorial where you’ll have to identify
advertising techniques used in different
advertisements-remember that some ads use
more than one technique!
NEXT
Testimonial
• A testimonial is when an expert at something
endorses or says something is worth buying.
Look at the picture down below people who see
this advertising then think, hmm, he is a
librarian so he must know a lot about
encyclopedias, I’d better buy that kind.
Click on the encyclopedia salesman
to continue.
Celebrity--be like Mike.
• Many times advertising uses celebrities to sell their
product. For instance, showing Michael Jordan in
Nike shoes slam dunking a basketball gives
people(especially kids) the idea that if I have those
shoes I can be a awesome, super rich athlete. They
neglect to mention that he practices 10 hours a
day!!!
How dumb do you think we are!
Bandwagon
• Bandwagon is a term used to describe how
companies use advertising to persuade consumers,
or people who buy things, to buy their product
because everybody uses it. A good example of
bandwagon is car advertising. A good example is
the Ford Taurus. They use their status as “America’s
Best Selling Car” to encourage families to buy the
Taurus because everyone else is buying it.
Catch Phrase/Song
• A catch phrase or song is a way of planting your
product in a consumers mind, and if the product is
on their mind they’ll be able to remember to buy it
next time they have the opportunity. Think of
Austin Powers, ya baby! The product they want you
to buy is the movie, whether you buy the VHS. tape
or just go and see it they are getting you to spend
money on their product. They do the same with
songs, sing this one “All American Recreation all
we sell is fun”, they are making you think of their
product buy singing a tune that is hard to stop
Weasel words--listen closely to what
they say…
• "Helps control dandruff symptoms with regular
use." The weasel words include"helps control," and
possibly even"symptoms" and "regular use." The
claim is not "stops dandruff."
• "Magnavox gives you more." More what?
• ”Wheaties--33% more nutrition.” An unfinished claim.
• "Shouldn't your family be drinking
Hawaiian Punch?”
A rhetorical question, one that is
supposed to make you want to
buy the product.
Name Calling
• The advertiser compares its
product or service to the
competition in a way that is
favorable to the advertiser.
Emotional
Appeal:
• Uses emotion,
usually pity or
sympathy, to sell a
product or service.
Price Appeal:
• Consumers will be getting
something extra for less
money.
Ford Taurus. Shouldn’t your family be
using the lowest priced, best selling
family car in America.
This advertisement uses:
A. Bandwagon.
B. Testimonial.
C. Price appeal.
D. Celebrity.
E. Both A and C.
State Farm Insurance often brags that they are
the best because they have agents ready to help
you in case of a car accident at all hours of the
day, unlike some “cut rate” insurance companies
who don’t care about their customers.
This advertisement uses:
A. Emotional appeal.
B. Name calling.
C. Celebrity.
D. Price appeal.
Colon Blow cereal has 34 times the
daily dietary fiber of other breakfast
foods.
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This advertisement uses:
A. Price appeal.
B. Testimonial.
C. Weasel words.
D. Catch phrase.
E. All of the above.
Shop at target and we’ll give 1 % of what you
spend back to the school of your choice, because
we care about education, and you should care too
because in these hard times schools need all the
help they can get.
• This advertisement uses:
• A. Weasel words.
B. Emotional appeal.
C. Testimonial.
D. Bandwagon.
E. Both A and B.
Jesse Ventura, Minnesota’s exGovernor campaigns for Independence
candidates, saying that Democrats and
Republicans don’t get anything done.
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This advertisement uses:
A. Emotional appeal.
B. Testimonial.
C. Both B & D .
D. Weasel words.
E. Price appeal.
Picture it: Brittany Spears singing
“Pepsi makes me sing like a beautiful
angel because I like Pepsi and Pepsi
likes me”
This advertisement uses:
A. Catch phrase.
B. Bandwagon.
C. Testimonial.
D. Emotional appeal.
Harry Potter advertises the Firebolt
broom “It is the only broom to use if
you want to be a seeker”.
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This advertisement uses:
A. Testimonial.
B. Price appeal.
C. Bandwagon.
D. Name calling.
E. Both A & D.
Congratulations!
You are now a discriminating
consumer.
Happy shopping.