Advertising Techniques

Beauty Appeal

Celebrity Endorsement

Escape

Using a model to advertise and be the face of the brand.

Makes the consumer believe they will look that good / attractive if they use the product.

They are using celebrity images to sell a product.

Some people may just the buy the product purely because they are a fan of the celebrity.

There is also an element of trust when seeing a celebrity using a product and that alone persuades somebody to buy the brand.

Independence/Individuality

Intell igence

Using a luxurious location and perfect location to persuade people to get away from their current location.

If people see a perfect, relaxed, dream location it makes their current location seem twice as bad, thus encourages them to get away and purchase something like a holiday or a break.

Telling or showing the audience a new or individual look to sell a product.

This is common in makeup and fashion where the product is tagged as making the consumer “individual” and that they would be different and stand out from everybody else which is a great technique to make people want to buy the product.

Intelligence is used to make to consumer feel good or clever.

Some adverts draw up a comparison between two items and tell you that one is “obviously” better than the other. This makes it “obvious” to the viewer making them feel like they have come to that conclusion all by themselves.

Lifestyle

Nurture

Peer Approval

This is common in technology when companies tell audiences their lives “won’t be the same” without their product. Apple is a perfect example in their television adverts that include daily life activities made easier with their various products. This is presented to the target audience as something that will change your life or make things easier and therefore another persuasive technique.

Making the viewer feel sorry and want to care for something, perhaps and animal or a child.

If the advert is displayed in the right way it target a sensitive side in viewers and almost force them to care for something and possibly complete a donation.

Rebel

Rhetorical Question

Where a product is shown to improve your friendship and give you friends.

After seeing the advert people who buy the new beer in a pub, will believe they will make and gain friends just for having the product.

This is where a product is sold through a rebellious act or slogan.

This is used to persuade the customer that maybe they have a bit of “rebel” in them and that they are the type of person that should buy the product.

Scientif ic / Statistical Claim

Unfinished Comparison / Claim

This is used to not give the audience a choice of what to answer or how to act. For example “could you let a child suffer……?” Is instantly giving the reader an obvious answer and is them something for them to act on.

It is common in animal and child protection adverts with a calming narrative not giving an audience any option but to agree with what they are saying without having to physically answer the question.

This is showing proven evidence about a product mainly for cleaning and beauty products where statistics are key to the selling of the product.

For example “99.9% of bacteria will be killed”, this figure and statement is making the product sound trustworthy and professional and is what people will remember and look for when purchasing.

This is where there is no hard evidence or stats to back up a statement. “These tires are much faster…….” But without any evidence consumers may not believe or trust anything else they hear about the item.

Scientif ic / Statistical Claim

Unfinished Comparison / Claim

This is used to not give the audience a choice of what to answer or how to act. For example “could you let a child suffer……?” Is instantly giving the reader an obvious answer and is them something for them to act on.

It is common in animal and child protection adverts with a calming narrative not giving an audience any option but to agree with what they are saying without having to physically answer the question.

This is showing proven evidence about a product mainly for cleaning and beauty products where statistics are key to the selling of the product.

For example “99.9% of bacteria will be killed”, this figure and statement is making the product sound trustworthy and professional and is what people will remember and look for when purchasing.

This is where there is no hard evidence or stats to back up a statement. “These tires are much faster…….” But without any evidence consumers may not believe or trust anything else they hear about the item.