TECHNIQUES OF ADVERTISING

- The methods used to buy and sell us

products and services

THE BANDWAGON EFFECT• Encourages you to

buy a product or service because everyone else is

• Often there is oversell in this type of advertising

http://www.youtube.com/watch?v=Q5uwXkOFdrk&feature=related

http://www.youtube.com/watch?v=WcDpFLSTZWU&feature=related

http://www.youtube.com/watch?v=TgDxWNV4wWY

EMOTIONAL APPEAL• Uses strong

emotional; language that connects you with your fears or desires

• Many PSAs use this technique to hammer home their message

http://www.youtube.com/watch?v=P1Z8xxWhh5k&feature=PlayList&p=547B610255C4979C&playnext=1&playnext_from=PL&index=2

http://www.youtube.com/watch?v=jlXRengzZoc

http://www.youtube.com/watch?v=nMwxWHaZUro

http://www.youtube.com/watch?v=xffOCZYX6F8

http://www.youtube.com/watch?v=QINv6rebyTU

GLITTERING GENERALITIES• Relates the product

or services to words or images that promise everything, but deliver little or nothing

http://www.youtube.com/watch?v=s__nHCNT8y8

http://www.youtube.com/watch?v=TCjh9avGd40

http://www.youtube.com/watch?v=IocCC1-jeTY

PLAIN FOLKS APPEAL• Relates a product

or service to the experience of ordinary folks

• This is a technique meant to appeal to consumers who want value rather than prestige

http://www.youtube.com/watch?v=sOuizLehD2k

http://www.youtube.com/watch?v=Ug75diEyiA0

http://www.youtube.com/watch?v=vYEXzx-TINc&feature=related

TESTIMONIALS• Use of celebrities or

experts to speak for a product

• Sometimes advertisers insult our intelligence with celebrities who have little credibility about the product being promoted

http://www.youtube.com/watch?v=45mMioJ5szc

http://www.youtube.com/watch?v=aXSQy2ATQxk

http://www.youtube.com/watch?v=hVIjtF2eBrc

SCIENTIFC APPEAL• Uses statistics or

scientific data to persuade consumers to buy a product or service

http://www.youtube.com/watch?v=9XUKOUbp_PA

WHEN IN DOUBT DOUBLE UP• As you have

seen in several of our examples an approach used by many ad agencies is to combine two or more of the approaches

http://www.youtube.com/watch?v=ygh-sTzy5p8

http://www.youtube.com/watch?v=MLcYyivv9AI&NR=1

http://www.youtube.com/watch?v=USn5t5nQWU8&feature=related