2. Humour
Humour makes
adverts more
memorable.
If you can make
people laugh,
you can
persuade them!
3. Repetition
Slogans, images and
brand names can be
repeated and add
creditability to a
campaign.
Slogans remain in
the memory long
after the advertising
campaign has
finished.
4. Shock Tactics
Benetton and
Barnardo‟s have
used shock tactics to
grab the attention of
the audience
5. Sex Sells
The most effective
and persuasive
technique.
If people think the
product will make
them more attractive
to the opposite sex
then they will buy it.
6. Stereotypes
These are useful in
advertising because
they are easily
identifiable and tend
to bring certain
messages with them
Example: Indian
Mother in Tilda Rice
Advert 2007
10. Beautiful People
Using good looking
models as if telling us
we will look like them if
we use the product!
11. Reward and Punishment
Probably the most important persuasive tool
in advertising.
Physical Rewards are offered like - BOGOF,
or a cream that makes you look younger.
Rewards can be psychological though -
example Dog food that „gives him a healthy
coat and gums‟. If you don‟t buy the food you
will be punishing your dog
12. Signifier
What is literally „in
the picture‟, such as
colours
This is known as
denotation
13. Signified
The interpretations or
meanings which can be
associated with parts of
the picture.
This is known as
connotation.
E.g the colour green has
connotations of envy,
nature and eco -
friendliness
14. Preferred Meaning
All media texts have
preferred meanings.
It‟s the way they are
constructed to
encourage you to
see them in a certain
way.
Example the lighting Nike was attacked by church
or shot angle used for Christ like picture.
15. Anchorage
When an advert
uses a caption to fix
the meaning of an
image
Example: WELLA
Shockwaves advert
“Style like an angel,
play like a devil.”
