Advertising Techniques

Advertising Techniques

Advertising TechniquesWhat creates the need?

Advertising TechniquesWhat creates the need?

“Buy it for me now!”

Objectives

Objectives

• To recognize different advertising techniques

Objectives

• To recognize different advertising techniques• To understand the qualities of a good ad

Objectives

• To recognize different advertising techniques• To understand the qualities of a good ad• To think critically about how ads are created and how ads target teenagers

A.I.D.A

A.I.D.A

1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures

A.I.D.A

1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures2. Arouses interest: good word choice, addresses a need.

A.I.D.A

1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures2. Arouses interest: good word choice, addresses a need.3. Creates desire: uses propaganda techniques to make you believe you

that this product has benefits you need.

A.I.D.A

1. Attracts attention: attractive COLORS, BOLD HEADINGS, and pictures2. Arouses interest: good word choice, addresses a need.3. Creates desire: uses propaganda techniques to make you believe you

that this product has benefits you need.4. Causes action: gets results. Sells the product to the targeted audience.

Advertising Techniques

Advertising Techniques

• Bandwagon

Advertising Techniques

• Bandwagon• Testimonial

Advertising Techniques

• Bandwagon• Testimonial• Snob Appeal

Advertising Techniques

• Bandwagon• Testimonial• Snob Appeal • Plain Folks

Advertising Techniques

• Bandwagon• Testimonial• Snob Appeal • Plain Folks• Patriotism

Advertising Techniques

• Bandwagon• Testimonial• Snob Appeal • Plain Folks• Patriotism• Facts and Figures

Advertising Techniques

• Bandwagon• Testimonial• Snob Appeal • Plain Folks• Patriotism• Facts and Figures

More Techniques…

More Techniques…

• Expert Opinions

More Techniques…

• Expert Opinions• Logical Appeal

More Techniques…

• Expert Opinions• Logical Appeal• Glittering Generalization

More Techniques…

• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional

More Techniques…

• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional• Repetition

More Techniques…

• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional• Repetition• Humor

More Techniques…

• Expert Opinions• Logical Appeal• Glittering Generalization• Transfer/Emotional• Repetition• Humor

Bandwagon

Bandwagon

• Persuasive technique that invites you to join the crowd.

Bandwagon

• Persuasive technique that invites you to join the crowd.• Everybody’s doing it!

Bandwagon

• Persuasive technique that invites you to join the crowd.• Everybody’s doing it!• Often uses weasel words

Bandwagon

• Persuasive technique that invites you to join the crowd.• Everybody’s doing it!• Often uses weasel words

Testimonial

Testimonial• Statement endorsing an idea/

product by a prominent person.

Testimonial• Statement endorsing an idea/

product by a prominent person.• Product can be inside or outside

particular field.

Testimonial• Statement endorsing an idea/

product by a prominent person.• Product can be inside or outside

particular field.• Musical artists,

Testimonial• Statement endorsing an idea/

product by a prominent person.• Product can be inside or outside

particular field.• Musical artists,• Sports giants,

Testimonial• Statement endorsing an idea/

product by a prominent person.• Product can be inside or outside

particular field.• Musical artists,• Sports giants,• Actors/actresses

Testimonial• Statement endorsing an idea/

product by a prominent person.• Product can be inside or outside

particular field.• Musical artists,• Sports giants,• Actors/actresses

Snob Appeal

Snob Appeal

• Aims to flatter

Snob Appeal

• Aims to flatter• Makes the insinuation that this

product is better than others…Thus, those that use it are too.

Snob Appeal

• Aims to flatter• Makes the insinuation that this

product is better than others…Thus, those that use it are too.• “Avant Garde” ahead of the

times.

Snob Appeal

• Aims to flatter• Makes the insinuation that this

product is better than others…Thus, those that use it are too.• “Avant Garde” ahead of the

times.

Plain Folks

Plain Folks

• Opposite of Snob Appeal

Plain Folks

• Opposite of Snob Appeal• Identifies product/idea with a locality

or country

Plain Folks

• Opposite of Snob Appeal• Identifies product/idea with a locality

or country• Practical product for ordinary people.

Plain Folks

• Opposite of Snob Appeal• Identifies product/idea with a locality

or country• Practical product for ordinary people.

Patriotism

Patriotism

• Purchase will display love of country.

Patriotism

• Purchase will display love of country.• Person will financially help the

country.

Patriotism

• Purchase will display love of country.• Person will financially help the

country.

Facts and Figures & Statistics

Facts and Figures & Statistics

• In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

Facts and Figures & Statistics

• In this persuasive technique, numbers, tables, and graphs are used to show statistics of both sides.

Expert Opinions

Expert Opinions

• Want to prove something is true? Get a doctor to recommend it!

Expert Opinions

• Want to prove something is true? Get a doctor to recommend it!

Logical Appeal

Logical Appeal

• If I give enough good reasons I can’t possibly be wrong

Glittering Generalisation

Glittering Generalisation

• Using simple phrases that sound good but have no real value or meaning.

Glittering Generalisation

• Using simple phrases that sound good but have no real value or meaning.

Transfer or Emotional Appeal

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t.

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t. • Love

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t. • Love• Fame

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t. • Love• Fame• Wealth

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t. • Love• Fame• Wealth• Power

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t. • Love• Fame• Wealth• Power• Attractiveness

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t. • Love• Fame• Wealth• Power• Attractiveness• Fear

Transfer or Emotional Appeal• Positive feelings/desires are

connected to a product/user• Transfers positive feelings we

have of something we know to something we don’t. • Love• Fame• Wealth• Power• Attractiveness• Fear

Repetition

Repetition

• Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product

Repetition

• Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product • Repeating something helps you

remember the product or ad

Repetition

• Words or phrases in an advertisement are repeated several times for effect. Repetition gets your attention and stresses a slogan or product • Repeating something helps you

remember the product or ad

Humour

Humour

• Everyone likes a laugh.

Humour

• Everyone likes a laugh.• Ideally your ad is funny

enough for people to talk about - that’s free advertising!

Humour

• Everyone likes a laugh.• Ideally your ad is funny

enough for people to talk about - that’s free advertising!

Slogan

Slogan

• A catchword or phrase loaded with emotion

Slogan

• A catchword or phrase loaded with emotion• Often sells through repetition

Slogan

• A catchword or phrase loaded with emotion• Often sells through repetition• Clever and easy to remember

Slogan

• A catchword or phrase loaded with emotion• Often sells through repetition• Clever and easy to remember• Often a melody you already

know

Slogan

• A catchword or phrase loaded with emotion• Often sells through repetition• Clever and easy to remember• Often a melody you already

know• Maybe she’s born with it....

Slogan

• A catchword or phrase loaded with emotion• Often sells through repetition• Clever and easy to remember• Often a melody you already

know• Maybe she’s born with it....