Ad Techniques
The Ad Industry Demographics Ad Techniques Assignment Links

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. 

Techniques of persuasion:  motivating the consumer

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.