Advertising Techniques/ Language of Persuasion Everyone is doing it or in this case buying it; by using this product you will be “in” with the popular crowd. Plays into your need to help save the planet, give to charity, or help find a cure for a disease. Usually advertising their product as “green” or good for the environment, Another technique is that their claim that part of the proceeds will go to a charity. fi Beautiful People- Using good-looking models in ads to suggest we'll look like the models if we buy the product. By using this product you will have perfect skin, hair, teeth, health...basically be perfect and beautiful. Seems to give us something desirable: “Buy one, get one free.” This technique plays on people's acquisitiveness and greed. Unfortunately, there is no free lunch. Cartoon Character- Uses a cartoon (or including a toy) to make a product appealing to a child. Movies often have “tie-ins” with products like cereal, candy, and toys. got milk? Celebrity Endorsement: Acelebrity/athlete is shown with a product. Fans of the celebrity/athlete may be more inclined to buy the product.Emotional Appeal- Playing with your emotions to make you buy the product/ give money to a charity You should buy this product or something bad could happen to us, our families and friends, or our country. Good Moms- You should use this product to be a good parent. Good moms and dads use this product and so should you! Health Nut- Claims the product to be good for you...which is a matter of opinion! & ial re # é 4 Whe fron It is a powerful tool of persuasion. If you can make people laugh, you can persuade them. mS TZ _— Hyperbole/ Puffery- Exaggeration or “hype.” (For example, “The greatest automobile advance of the century!”) The words are impressive sounding but are nonetheless vague and meaningless. Calling out the competition in order to make the Product look better.= “em “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. 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. Problem Solver- States a problem (whether real or imaginary) and offers their product as the solution. For example- you never realized your teeth were not white enough until a commercial told you so. f f f 1 Drives the message home many times. Even unpleasant ads work if they are repeated enough to Pound their message into our skulls. Scale- Advertising a product as bigger or smaller than in real lie. Scientific Evidence- Uses the paraphernalia of science (charts, graphs, etc.) to “prove” something that is often bogus. Statistics and factual information can be used to prove the superiority of the product.2 Sex Sells- Uses sexually suggestive images and narrative to attract attention. This is the opposite of Bandwagon. This technique Snob Appeat. hints that by using this product it makes you smarter, richer, and better than everyone else. Testimonials- ‘A claim by someone of authority that the product is good or good for you. Sometimes the person giving the testimonial is a paid actor. Urgency- The advertisement makes you think you need to buy the product NOW before its too late (while supplies last!) Warm & Fuzzy- Using sentimental images (especially families, kids and animals) to sell products. Imply a promise by using words like “usually” or “chances are” or “up to 25%” or “results may vary.” Weasel Words- Also known as “Glittering Generalities.” These words may be technically true but make the consumer think they are getting a better deal.