New advertising techniques

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New advertising techniques

  1. 1. A DVERTISING TECHNIQUES WHA I THE REA CA T S L TCH…
  2. 2. DIVERSION Diver sion seems to tackle a problem or issue, but then thr ows in an emotional non-sequitor or distr action. e.g. a tobacco company talks about health and smoking, but then shows a cowboy smoking a r ugged cigar ette after a long day of har d work
  3. 3. PLA IN FOLKS The suggestion that the pr oduct is a pr actical product of good value for or dinar y people e.g. a cer eal manufactur er shows an or dinar y family sitting down to breakfast and enjoying their product.
  4. 4. SNOB A PPEA L The suggestion that the use of the product makes the customer par t of an elite gr oup with a luxur ious and glamorous life style. “You Deser ve It” e.g. a coffee manufactur er shows people dressed in formal gowns and tuxedos dr inking their br and at an ar t galler y.
  5. 5. TESTIMONIA L A famous personality is used to endorse the product e.g. a famous basketball player (Michael Jor dan) recommends a par ticular br and of skates.
  6. 6. SIMPLE SOLUTIONS A void complexities, and attack many pr oblems to one solutions. e.g. Buy this makeup and you will be attractive, popular, and happy.
  7. 7. CA RD STA CKING The propaganda technique of Car dStacking is so widespr ead that we may not always be aware of its presence in a commercial. Basically, Card-Stacking means stacking the car ds in favor of the pr oduct; adver tiser s str ess is positive qualities and ignore negative. For example, if a br and of snack food is loaded with sugar (and calor ies), the commer cial may boast that the pr oduct is low in fat, which implies that it is also low in calor ies. Card-Stacking is such a prevalent r ational pr opaganda technique that gives us only par t of the pictur e.
  8. 8. GLITTERING GENERA LITIES The glittering gener alities technique uses appealing wor ds and images to sell the pr oduct. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful pr oduct, and it will change your life. This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader-all these commercials ar e using Glitter ing Generalities to enhance pr oduct appeal.
  9. 9. BA NDWA GON Bandwagon is a form of propaganda that exploits the desir e of most people to join the cr owd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differ ently from ever yone else, or be unpopular . The popular ity of a product is important to many people. Even if most of us say we make out own choice when buying something we often choose welladvertised items- the popular ones. A dvertising copywriter s must be careful with the bandwagon pr opaganda technique because most of us see ourselves as individuals who think for themselves. If Bandwagon commercial is to obvious, viewers may r eject the pr oduct
  10. 10. Remember that Adverts: • will always appeal to your senses • will usually want to sell more than just the product e.g. lifestyle • will always have making money in mind  • will often distort the truth

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