Humour Humour makes adverts more memorable. If you can make people laugh, you can persuade them!
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.
Shock Tactics Benetton and Barnardo‟s have used shock tactics to grab the attention of the audience
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.
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
Intertextual references Using other texts to create or ad meaning to an advert
Fear You must buy this product or something bad will happen!
Warm & Fuzzy Uses sentimental images to sell products
Beautiful People Using good looking models as if telling us we will look like them if we use the product!
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
Signifier What is literally „in the picture‟, such as colours This is known as denotation
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
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.
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.”