This document discusses 7 common advertising techniques used by industries: humor, shock, emotion, demonstration, comparative, celebrity endorsement, and enigma advertising. It provides examples of pros and cons for each technique. The document instructs the reader to create a table with the techniques, pros, and cons, and then find an example advert for each technique to analyze its success.

1. Understand what techniques industries use to create
effective adverts.

2. Starter
 How many techniques can you name that advertisers
use to sell products?
 E.g Humour

10. Techniques Used
 Humour
 Shock
 Emotion
 Demonstrative
 Comparative
 Celebrity Endorsement
 Enigma Advertising

11. Task
 In your books create a table of 3 columns
 In the first column write the word TECHNIQUE and
list the 7 techniques below
 In the second column write the word PRO
 In the third column write the word CON
 List a pro and con for each advertising technique

12. Humour
PRO
 Entertaining the audience can hold their attention.
Some of the most popular adverts are funny ones
making the audience relaxed and happy
CON
 Sometimes the consumer does not pay enough
attention to the product being advertised

13. Shock
PRO
 Useful in changing behaviour so mainly used in public
service adverts, insurance ads, etc
CON
 Can be too extreme and alienate the audience

14. Emotion
PRO
 By appealing to the emotions and desires of the
audience they feel affection towards the brand.
CON
 The emotion should clearly represent the brand
positioning or it doesn’t work

15. Demonstration
PRO
 Showing how the products works
CON
 People are becoming ever more cynical about
advertising

16. Comparative
PRO
 Used when two products are competing for the same
market
CON
 Advertisers have to be careful they don’t look like they
have nothing positive to say about their on brand

17. Celebrity Endorsements
PRO
 Testimonials or voice over's adds value and quality to
the product
CON
 People know the celebrity has been paid to appear
 They may not like the celebrity in the advert

18. Enigma
PRO
 Used to get around industry guidelines which govern
the advertising of sensitive products. The audience
thinks for longer about brand as they will try and
figure out a puzzle. Ads flatter the audience into
thinking they are clever for solving the puzzle.
CON
 Frustrating for the audience if they don’t get the
message

19. Task 2
 Find an advert for each of the above techniques and
display on a word document.
 Has this technique been successful? Why?