ADVERTISING TECHNIQUESFamily & Consumer Science

Mrs. Fleagle

Grade 8

VOCABULARY Slogan - A brief attention getting phrase

advertisers use to get your attention Icon – An emblem, song (jingle) or

symbol that represents a product or service.

NAME THE PRODUCT The Quicker Picker-Upper Taste the Rainbow Just Do It Breakfast of Champions Melts in your mouth, not in your hands Eat More Chickin Have it Your Way Choosey Moms choose __ __ __

NAME THE COMPANY

NOSTALGIA Back in the good old days Plainfolks, back-to-nature, just the way

Grandma used to make it Hidden Valley Ranch Dressing CocaCola Kashi Country Time Lemonade

BANDWAGON Don’t be left out Everyone who is anyone is buying this

product Buy gold Car Dealers Magazine assembly

TRANSFER/FANTASY Beautiful, elegant, rich, fit Advertisers hope that consumers will

transfer these qualities to themselves and purchase the products

Luxury cars – Cadillac, BMW, Mercedes Cosmetics, Hair Care Perfume/Cologne

HUMOR Makes you laugh. People purchase the product because of

the positive association with it. E*trade – Babies Verizon FIOS – Cable guy and tech guy Orbit – Dirty mouth

SENSE APPEAL Appeals to the senses Feature colors, sounds, music, pictures. 5 Gum Dell laptops – “lollipop” Skittles

STATISTICS Numbers and facts People tend to be impressed with “facts”

and statistics even if they have little or no meaning.

Toothpaste – 4 out of 5 dentists surveyed recommend…

Skin care – 40% reduction of fine lines & wrinkles…

Medicine

TESTIMONIAL Important or well-known people use the

product. Celebrity endorsement. Makes you

think if they use it you should too. Katie Perry - ProActive Jennifer Hudson-Weight Watchers Michael Jordan – Nike, Hanes

QUIZMATCHING:A. Humor B. Sense Appeal C. Transfer/Fantasy

D. Testimonial E. Nostalgia F. Statistics G. Bandwagon

______________________________________________________________________

____1. “Lose weight the way 6 million Americans have. It’s the method 3 out of 4 doctors recommend.”

____2. A cool, sparkling soft drink sits next to a hot sizzling cheeseburger.

____3. A famous actor says that he buys a product and recommends it to

everyone.

____4. Lemonade is served on the back porch of a house situated near an ol’ fishin’ pond.

____5. “Buy your next car at Crazy Joe’s, where everyone gets the best

deal around!”

____6. A person falls down a flight of steps and says, “it’s the kind of soft drink you could fall for!”

____7. A woman driving in her new convertible runs her hands through her beautiful blonde hair to show how great Shimmer Shampoo

works.

ANSWER KEYMATCHING:

A. Humor B. Sense Appeal C. Transfer/Fantasy D. Testimonial E. Nostalgia F. Statistics G. Bandwagon________________________________________________________________________F__1. “Lose weight the way 6 million Americans have. It’s the

method 3 out of 4 doctors recommend.”__B_2. A cool, sparkling soft drink sits next to a hot sizzling cheeseburger.__D__3. A famous actor says that he buys a product and recommends

it toeveryone.

__E__4. Lemonade is served on the back porch of a house situated near an old fishin’ pond.

__G__5. “Buy your next car at Crazy Joe’s, where everyone gets the best

deal around!”__A__6. A person falls down a flight of steps and says, “it’s the kind of

soft drink you could fall for!”__C__7. A woman driving in her new convertible runs her hands

through her beautiful blonde hair to show how great Shimmer Shampoo works.