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.



• Bandwagon


• Bandwagon• Testimonial


• Bandwagon• Testimonial• Snob Appeal


• Bandwagon• Testimonial• Snob Appeal • Plain Folks


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


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


• 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.


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

particular field.



particular field.• Musical artists,



particular field.• Musical artists,• Sports giants,



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



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


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

times.

Snob Appeal


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


or country• Practical product for ordinary people.

Plain Folks


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


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


• 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


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


• 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


connected to a product/user• Transfers positive feelings we

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



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



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



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



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



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



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



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


know• Maybe she’s born with it....

Slogan


know• Maybe she’s born with it....

Education

Advertising Techniques