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Advertising techniques


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Advertising techniques

  1. 1. Advertising Techniques 8th Grade Language Arts
  2. 2. AVANTE GARDE  The suggestion that using this product puts the user ahead of the times.  For example: A toy manufacturer encourages kids to be the first on their block to have a new toy.
  4. 4. FACTS AND FIGURES  Statistics and objective factual information is used to prove the superiority of the product.  For example: A car manufacturer quotes the amount of time it takes their car to get from 0 to 100 m.p.h.
  6. 6. TRANSFER  Words and ideas with positive connotations (meanings) are used to suggest that the positive qualities should be associated with the product and the user.  For example: A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.
  7. 7. TRANSFER
  8. 8. BRIBERY  Bribery seems to give a desirable extra something. We humans tend to be greedy.  For example: Buy a burger; get free fries.
  9. 9. BRIBERY
  10. 10. SLIPPERY SLOPE  Instead of predicting a positive future, it warns against a negative outcome.  It argues against an idea by claiming it’s just the first step down a “slippery slope” toward something the target audience opposes.  In other words, this technique claims that a small step will lead to a result most people won’t like, even though small steps can lead in many directions.  For example: If we stop doing business with the rest of the world, we could have another Great Depression in the United States.
  11. 11. TESTIMONIAL  Experts, celebrities, everyday people or a recognizable personality is used to endorse the product.  For example: A famous basketball player (Michael Jordan) recommends a particular brand of skates.
  13. 13. PLAIN FOLKS  A form of testimonial that suggests the product is a practical product of good value for ordinary people.  For example: A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
  14. 14. PLAIN FOLKS
  15. 15. SNOB APPEAL  A form of testimonial that suggests the product makes the customer part of an elite group with a luxurious and glamorous life style  For example: A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
  16. 16. SNOB APPEAL
  17. 17. REPETITION  The repetition technique uses a message, particular words, sounds or images that are repeated to reinforce the main point.  Repetition can even include displaying a TV commercial, billboard, or website banner ad many times.  Ads and political slogans that use repetition work if they are repeated enough to pound their message into our minds.  For example: Many commercials use catchy songs or images that get stuck in peoples’ heads.
  18. 18. REPETITION Break me off a piece of that …. I don’t wanna grown up, I’m a … You’re in good hands….
  19. 19. WIT AND HUMOR  Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.
  20. 20. WIT AND HUMOR
  21. 21. GLITTERING GENERALITIES  The glittering generalities technique uses appealing words and images to sell the product. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life.  For example: This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader-these types of commercials are using Glittering Generalities to enhance product appeal.
  23. 23. BANDWAGON Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular. The popularity of a product is important to many people. Even if most of us say we make our own choice when buying something we often choose well-advertised items- the popular ones. Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for themselves. If Bandwagon commercial is too obvious, viewers may reject the product outright.
  24. 24. BANDWAGON Notice: Often includes, both genders, various ethnic groups and various ages
  25. 25. What technique is used in thefollowing advertisement?
  26. 26. What technique is used in thefollowing advertisement?
  27. 27. What technique is used in thefollowing advertisement?
  28. 28. PSA’SPublic ServiceAnnouncements
  29. 29. A non-commercialadvertisement broadcast onradio or television, for the publicinterest. PSAs are intended tomodify public attitudes byraising awareness aboutspecific issues.
  30. 30. The most common topics ofPSAs are health and safety The average TV station will air 200 public service announcements per weekThe common length of a public service announcement is 60, 30,20,10, and even five seconds for both radio and TV. The most acceptable is 30 seconds.