Advertising is a type of persuasive message that is designed to motivate consumers to buy a product. The advertising industry uses specific techniques to appeal to their target audience. This is a list of some techniques that are often used not only in advertising, but also in any persuasive message.
Stacking: list of reasons why the product or service is good
Repetition: makes product or service familiar to consumer
Slogan: identifies product or service with an idea
Logo: identifies product or service with a symbol
Snob Appeal: associates product or service with a personality or lifestyle
Cause and Effect: use this product or service and your problems will disappear
Emotional Appeal: uses emotion to sell a product or service (pity, fear, patriotism, happiness,etc.)
Price Appeal: consumers will be getting something extra for less money
Testimonial: someone endorses the product
Sex Appeal: the product will enhance you sexual attractiveness.
Bandwagon: uses peer pressure to influence the consumer. If everyone else is doing it so should you.
Confusion: gains the consumers attention by confusing them, and then retains the attention as the consumer tries to figure out the message.
Technical Jargon: uses technical words to impress the consumer
Transfer: associates the product with words or ideas that may or may not be related to the product. The association seeks to transfer certain qualities to the product.
Name Calling: the advertiser compares its product or service to the competition in a way that is favorable to the advertiser.
Plain Folks: the advertiser tries to identify its product with common people just like you.
Glittering Generality: the viewer is given a general feeling about the product, but not much else.
TOP OF PAGE