Advertising techniques notes from pptDocument Transcript
ADVERTISING TECHNIQUES notes from Power PointAVANTE GARDEThe suggestion that using this product puts the user ahead of the times e.g. a toymanufacturer encourages kids to be the firston their block to have a new toy.FACTS AND FIGURESStatistics and objective factual information is use d to prove the superiority of the producte.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h.WEASEL WORDS“W eas el words" are used to suggest a positive m eaning without actually really makingany guarantee e.g. a scientist says that a diet product might help you to lose weight theway it helped him to lose weight.MAGIC INGREDIENTSThe suggestion that so m e almost miraculous discovery makes the product exceptionallyeffective e.g. a pharmaceutical manufacturer describes a special coating that makestheir pain reliever less irritating to the stomach than a comp etitor`s.PATRIOTISMThe suggestion that purchasing this product shows your love of your country e.g. acompany brags about its product being made in America and em ploying Americanworkers.DIVERSIONDiversion see m s to tackle a problem or issue, but then throws in an em otional non-sequitor or distraction. e.g. a tobacco company talks about health and smoking, butthen shows a cowboy smoking a rugged cigarette after a long day of hard workPLAIN FOLKSThe suggestion that the product is a practical product of good value for ordinary peoplee.g. a cereal manufacturer shows an ordinary family sitting down to breakfast andenjoying their product.SNOB APPEALThe suggestion that the use of the product makes the custom er part of an elite groupwith a luxurious and glamorous life style e.g. a coffee manufacturer shows peopledresse d in formal gowns and tuxedos drinking their brand at an art gallery.
BRIBERYThere is usually an incentive to buying the product. If you buy this product not only willyou get the product but you will get so m ething else. e.g. For a limited time only you willget a free XXX if you purchase this product.TESTIMONIALA famous personality is use d to endorse the product e.g. a famous basketball player(Michael Jordan) recom m e n d s a particular brand of skates.WIT AND HUMORCustom ers are attracted to products that divert the audience by giving viewers a reasonto laugh or to be entertained by clever use of visuals or language.SIMPLE SOLUTIONSAvoid complexities, and attack many problems to one solutions. e.g. Buy this makeup andyou willbe attractive, popular, and happy.CARD STACKINGThe propaganda technique of Card-Stacking is so widespread that we may not alwaysbe aware of its presence in a com m ercial. Basically, Card-Stacking means stacking thecards in favor of the product; advertisers stress is positive qualities and ignore negative.For exam ple, if a brand of snack food is loaded with sugar (and calories), thecom m ercial may boast that the product is low in fat, which implies that it is also low incalories. Card-Stacking is such a prevalent rational propaganda technique that gives usonly part of the picture.GLITTERING GENERALITIESThe glittering generalities technique uses appealing words and images to sell theproduct. The m e s sage this com m ercial gives, through indirectly, is that if you buy theitem, you will be using a wonderful product, and it will change your life. This cos m etic willmake you look younger, this car will give you status, this magazine will make you aleader-all these com m ercials are using Glittering Generalities to enhance productappeal.BANDWAGON
Bandwagon is a form of propaganda that exploits the desire of most people to join thecrowd or be on the winning side, and avoid winding up the losing side. Few of us wouldwant to wear nerdy cloths, sm ell differently from everyone else, or be unpopular.The popularity of a product is important to many people. Even if most of us say we makeout own choice when buying so m ething we often choose well-advertised items- thepopular ones. Advertising copywriters must be careful with the bandwagon propagandatechnique because most of us see ourselves as individuals who think for thems elves. IfBandwagon com m ercial is to obvious, viewers may reject the product