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....
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