TVC - Techniques• Repetition ▫ Repeat message many times. Argument from repetition is a false proof of statement by repetition. ▫ Generally used by politicians. ▫ Extreme form – considered brainwashing. ▫ Form of propaganda
• Bandwagon ▫ Imply that the product is widely used. ▫ Convince people to ride the bandwagon ▫ Band wagon fallacy is also known as appeal to authority of many, appeal to people.
Conditions for legitimateTestimonials authority • Competence, not just glamour. ▫ Promoting the superior • Judgment should be with in quality of product through field of competence testimony of ordinary users, • Correct interpretation of experts, or both authority • Direct evidence should be ▫ E.g. three out of four available dentists recommend • Unbiased authority ▫ Appeal to authority or • Representative of expert argument from authority opinions. • Argument should be valid in its own right.
• Pressure ▫ Make people choose quickly without long consideration ▫ E.g. Buy now, before they’re all gone.• Appeal to emotion ▫ Manipulate viewer’s emotion Appeal to wishful thinking, flattery or ridicule Appeal to pity used by charity organizations. Appeal to spite aimed at younger demographics Appeal to fear used in public service messages or products like antibacterial soaps.
• Association ▫ Associate product with desirable imagery to make it seem desirable (classic conditioning) ▫ Attractive models, beautiful landscapes, alluring images, buzzwords
• Advertising slogans Make a simple , direct, ▫ Most effective means of concise, crisp, apt statement. drawing attention to one or Be witty more aspects of the product. Adopt a distinct personality ▫ A good slogan should of its own State main benefits of the Give a credible impression of product or brand a brand Implies distinction between Make consumer feel good it and other firm’ Make consumer feel desire Is hard to forget
• Guerilla Advertising ▫ Advertising in such a way that the audience does not get the idea that they have been shown an advertisement. ▫ E.g A hired person has the Nokia N8 and asks passerbys to take a picture of him. When someone comments on the piture quality he says “I love my Nokia N8 and take it everywhere”• Controversy ▫ Controversy draws attention ▫ E.g United Colors of Benetton ▫ Used to promote books and films
• Subliminal messages ▫ Hidden messages ▫ The intention is to appeal to the subconscious mind. ▫ Generally suggestive in nature. Promotional messages the recipient is not aware of, such as those played at very low volume or flashed on a screen for less than a second, or hidden in the text. Its effectiveness is not supported by scientific evidence, and its use is considered a deceptive business practice in some jurisdictions.
• Public Service advertising ▫ Using commercial advertising techniques for non- commercial purposes.