Ad TECHNIQES
Advertising is a type of persuasive message that is designed to motivate consumers to buy a product. The advertising
industry uses specific techniques to appeal to their target audience. This is a list of some techniques that are often used
not only in advertising, but also in any persuasive message.
Techniques of persuasion: motivating the consumer
AVANTE GARDE
The suggestion that using this product puts the user ahead of the times e.g. a toy manufacturer encourages kids to be
the first on their block to have a new toy.
FACTS AND FIGURES/SCIENTIFIC APPROACH
Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes
the amount of time it takes their car to get from 0 to 100 k.p.h.
WEASEL WORDS
“Weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a scientist
says that a diet product might help you to lose weight the way it helped him to lose weight.
MAGIC INGREDIENTS
The suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical
manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s.
PATRIOTISM
The suggestion that purchasing this product shows your love of your country e.g. a company brags about its product
being made in America and employing American workers.
DIVERSION
Diversion seems to tackle a problem or issue, but then throws in an emotional non-sequitor or distraction. e.g. a
tobacco company talks about health and smoking, but then shows a cowboy smoking a rugged cigarette after a long day of
hard work.
TRANSFER
Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with
the product and the user e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer
shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze. OR a
presidential ad might use a flag or the picture of George Washington or Uncle Sam beside a candidate hoping that the viewer
would transfer warm feelings for the patriotic symbol to the politician
PLAIN FOLKS
The suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer
shows an ordinary family sitting down to breakfast and enjoying their product. OR a famous person routinely pose in ads
playing with their children, and their dogs and cats if only to convince you that they're just 'plain folds' - just like you
SNOB APPEAL
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous
life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
or". Jewelry, expensive cars, perfumes, designer clothing and accessories are often marketed using snob appeal.
BRIBERY
Bribery seems to give a desirable extra something. We humans tend to be greedy. e.g. Buy a burger; get free fries.
ENDORSEMENT
A famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a
particular brand of skates.
WIT AND HUMOR
Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by
clever use of visuals or language.
CARD STACKING
The propaganda technique of Card-Stacking is so widespread that we may not always be aware of its presence in a
commercial. Basically, Card-Stacking means stacking the cards in favor of the product; advertisers stress is positive
qualities and ignore negative. For example, if a brand of snack food is loaded with sugar (and calories), the commercial
may boast that the product is low in fat, which implies that it is also low in calories. Card-Stacking is such a prevalent
rational propaganda technique that gives us only part of the picture.
GLITTERING GENERALITIES
The glittering generalities technique uses appealing words and images to sell the product. The message this commercial
gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life.
This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader-all these
commercials are using Glittering Generalities to enhance product appeal.
BANDWAGON
Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side,
and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or
be unpopular. . "Four out of five people use Colgate Toothpaste." Over 2 Billion Served at McDonalds...."
•Testimonials:
Using an average person to promote a cause. Like someone talking about how insurance changed their life and
can change yours is you get it too.
• Fear:
You watch a crash dummy fly through the windshield of a car. Then you see some hat
were buckled up in safety belts that still have their arms and legs. Hopefully this will
convince you to buckle up.
• Urgency:
Creates the impression that you have to act fast. “Act now! Supplies are limited! Everything must go! Order
now and receive this free toaster oven!”
• Emotional Language:
Using words to appeal to your senses or to fire up your emotions. "Terrorists destroyed his home and brought
his country to its knees. Now only one man can save the planet: Rambo is back and he's taking no prisoners!"
• Sex Appeal:
Sex sells. Think of any beer commercial, car ad, or rock video. Think of clothing ads you see in magazines. Beautiful men and
women try to sell you everything from cologne to deodorant. Why does a man have to be half naked to promote a Gillette
razor?
• Exaggeration/Hyperbole:
Overstating the effectiveness or importance of a product. "Give us a week and we'll take off the weight!"
• Repetition:
Product names are repeated at least four times: 10-10-321. Just dial 10-10-321 saves you money..."
• Euphemisms:
A kind of doublespeak where something bad is sanitized or twisted to seem better. One president referred to raising taxes
as "revenue enhancement" or a nuclear headed missile which he called a "peace-keeper."
This tactic assumes that people like to follow the crowd acting and buying like the majority. Most people want to be popular
so advertisers portray their products with this in mind. "Four out of five people use Colgate Toothpaste." Over 2 Billion
Served at McDonalds...."
• Something for Nothing
Everyone seeks a "good buy", or "something for nothing". Advertisers often sweeten their offer by another
inducement..... "Subscribe today and we'll throw in an extra knife-o-matic for free! That's a $40.00 value for only
25 Cents!" This usually means that the seller is overstocked or are charging you so much for the first item that it
pays for the cost of both articles.
Slogan: identifies product or service with an idea
Logo: identifies product or service with a symbol
Cause and Effect: use this product or service and your problems will disappear
Price Appeal: consumers will be getting something extra for less money
Confusion: gains the consumers attention by confusing them, and then retains the attention as the consumer tries to
figure out the message.
Technical Jargon: uses technical words to impress the consumer
Name Calling: the advertiser compares its product or service to the competition in a way that is favorable to the
advertiser.
Assignment:
We have finished studying about various methods of communication and various techniques used to persuade us to
purchase products. Your task is to create a PPT with 10 examples of various ad techniques. Each slide should have the
techniques labeled somewhere on the slide with the image of the video commercial or the advertisement. You can use
various websites to help you find examples of different techniques. On a separate piece of paper you are to answer these
four questions about each advertisement. Each slide is worth 5 pts and will represent a test grade. You will have the
opportunity to complete 5 additional slides for 25 (pts) extra credit.
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Do you think this advertisement is effective at gaining the attention of the target audience?
Do you think consumers who watch the advertisement are likely to buy this product rather than another
brand?
Is the message an opinion or does it present accurate factual information?
How clearly is the message communicated?
Title – Ad technique
Brief description
Image