Types of Advertising Appeals What are advertising appeals and how do they influence the masses? Basically, they trigger emotions and grab the attention masses. They may be funny, cute, bold, deceptive, attractive or inspiring. They carry an emotion which the masses can connect with. And that's how they fetch mass appeal. For all you need to know about the different types of advertising appeals, read on. Advertising intends to promote the sales of a product or service and also to inform the masses about its features. It is an effective means of communicating the value of a product or service with people at large. Advertising utilizes different media to reach out to the masses. It uses different types of appeals to connect to consumers spread across the globe. The various types of advertising appeals use different ways to highlight product features and draw attention of the masses. Advertising Appeals · • Audio-visual · • Bandwagon · • Black and White Fallacy · • Card Stacking · • Classified · • Corporate · • Covert · • Demonizing the Enemy · • Direct Order · • Disinformation · • Email · • Emotional Words · • Euphoria · • Flag-waving · • Glittering Generalities · • Half Truth · • Humor Appeals · • Interactive · • Internet · • Labeling · • Name-calling · • Outdoor · • Performance-based · • Plain Folks · • Print Media · • Public Service · • Quotes Out of Context · • Relationship Marketing · • Repetition · • Romance Appeal · • Scientific Evidence · • Shockvertising · • Slogans · • Snob Appeal · • Stereotyping · • Subliminal · • Surrogate · • Testimonial · • Transfer · • Unstated Assumption · • Viral · • Word-of-mouth · • Youth Appeals Audio-visual Media Advertising: In this advertising technique, advertisers use audio and visual media to promote their products. It is the most widely used medium to influence the masses. Television and radio have always been used to grab mass appeal. TV commercials that come in between TV shows, commercials shown during movies and advertisements aired on radio are some examples of audio-visual advertising. This advertising appeal makes use of sound and/or display to the fullest to attract audiences. The product has to be marketed in less time, especially in case of TV or radio commercials. So the product name needs to be repeated and the advertisement needs to be catchy. Bandwagon: This advertising appeal aims to persuade people to do a certain thing because many are doing it. It is a human tendency to do as the masses do. Bandwagon technique of advertising captures this to induce people to use a certain product or service. 8 out of every 10 women prefer using the xyz shampoo! or More than 80% of the dentists of our country are using the xyz toothpaste. Which toothpaste do you use? or The world agrees with abc... Do you? are some popular ways to tricking people to join the bandwagon. This advertising appeal makes use of statistics and surveys to back the statements made. The idea is to stress that something is be ...

1. Types of Advertising Appeals
What are advertising appeals and how do they influence the
masses? Basically, they trigger emotions and grab the attention
masses. They may be funny, cute, bold, deceptive, attractive or
inspiring. They carry an emotion which the masses can connect
with. And that's how they fetch mass appeal. For all you need to
know about the different types of advertising appeals, read on.
Advertising intends to promote the sales of a product or service
and also to inform the masses about its features. It is an
effective means of communicating the value of a product or
service with people at large. Advertising utilizes different
media to reach out to the masses. It uses different types of
appeals to connect to consumers spread across the globe. The
various types of advertising appeals use different ways to
highlight product features and draw attention of the masses.
Advertising Appeals
· • Audio-visual
· • Bandwagon
· • Black and White Fallacy
· • Card Stacking
· • Classified
· • Corporate
· • Covert
· • Demonizing the Enemy
· • Direct Order
· • Disinformation
· • Email
· • Emotional Words
· • Euphoria
· • Flag-waving
· • Glittering Generalities
· • Half Truth
· • Humor Appeals

2. · • Interactive
· • Internet
· • Labeling
· • Name-calling
· • Outdoor
· • Performance-based
· • Plain Folks
· • Print Media
· • Public Service
· • Quotes Out of Context
· • Relationship Marketing
· • Repetition
· • Romance Appeal
· • Scientific Evidence
· • Shockvertising
· • Slogans
· • Snob Appeal
· • Stereotyping
· • Subliminal
· • Surrogate
· • Testimonial
· • Transfer
· • Unstated Assumption
· • Viral
· • Word-of-mouth
· • Youth Appeals
Audio-visual Media Advertising: In this advertising technique,
advertisers use audio and visual media to promote their
products. It is the most widely used medium to influence the
masses. Television and radio have always been used to grab
mass appeal. TV commercials that come in between TV shows,
commercials shown during movies and advertisements aired on
radio are some examples of audio-visual advertising. This
advertising appeal makes use of sound and/or display to the
fullest to attract audiences. The product has to be marketed in

3. less time, especially in case of TV or radio commercials. So the
product name needs to be repeated and the advertisement needs
to be catchy.
Bandwagon: This advertising appeal aims to persuade people to
do a certain thing because many are doing it. It is a human
tendency to do as the masses do. Bandwagon technique of
advertising captures this to induce people to use a certain
product or service. 8 out of every 10 women prefer using the
xyz shampoo! or More than 80% of the dentists of our country
are using the xyz toothpaste. Which toothpaste do you use? or
The world agrees with abc... Do you? are some popular ways to
tricking people to join the bandwagon. This advertising appeal
makes use of statistics and surveys to back the statements made.
The idea is to stress that something is being used by millions
and hence you should also be using it.
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Black and White Fallacy: In this advertising appeal, only two
choices are presented before the audience, thus compelling them
to buy the product being advertised. It's like saying, "you are
either with us or with them", or "you are with us or against us".
In this method of advertising, two opposite choices are given to
the audience. They are compelled to choose one. Saying
something like "the elite class uses xyz product" can be a clever
way of making people use xyz. They are made to believe that if
they do not use the product, they are not elite.
Card Stacking: This advertising appeal involves doing a
comparative study of two competing products. The facts in
favor of the product are selected. They are put forth in
comparison with those of a competing product to make the
product being advertised appear better. In this strategy, only the
positive points of a product are highlighted while the negative
ones are excluded. Advertising the benefits of a skin lotion and
not referring to the side effects it can have, is an example of
card stacking. Comparing Google and Microsoft with a bias

4. against one of them is an example of card stacking.
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Classified Advertising: This type of advertising makes use of
newspapers and periodicals to make public appeals about a
product or service to be advertised. Sponsors pay for
advertisement messages which are published in newspapers or
other print media. Usually, advertisers purchase newspaper
space which determines the size of their advertisement. Words
and graphics are used to gather mass appeal.
Corporate Advertising: Corporate advertising is an advertising
appeal wherein corporate logos and company messages are
publicized on a large scale. Hot air balloons are commonly used
in advertising. Some companies propose to place their logos on
booster rockets and space stations to achieve publicity. In this
advertising appeal, improving public relations is the objective.
Increasing good reputation of the company among its customers
is the prime objective of corporate advertising while product
promotion is secondary.
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Covert Advertising: This is the practice of achieving indirect
publicity of a product by advertising it through movies and TV
shows. TV actors or characters in movies are shown using
certain products. Covert advertising is an indirect way of
advertising a product by featuring it in films and television
shows. For example, the main character in a film is shown using
a certain brand of shoes or a certain car, thus endorsing it
indirectly. This advertising technique is also known as guerrilla
advertising.
Demonizing the Enemy: In this advertising appeal, the
advertisers make the people with an opposing point of view
appear unacceptable. People who think or feel in a certain way
or have a certain idea are made to appear among the disliked
section of society. This form of advertising involves the idea of
encouraging one idea by discouraging ideas that contradict it. It

5. is like proving a theorem by disproving its inverse. This method
can be used in times of war to arouse hatred for the enemy
nation. It can be used in environmental or social awareness
advertisements too.
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Direct Order: When advertisers appeal the masses by showing
them the steps to take, in order to opt for a particular product or
service, they are said to be using direct order technique. This
advertising appeal communicates the steps to choose a certain
product or service and presents them to the audience in a
simplified manner. With something so directly and plainly
stated, one feels compelled to go for it.
Disinformation: This technique involves a purposeful
dissemination of false information. In context of the military,
this technique is used to mislead the enemy. It commonly
includes forging of documents and spreading of rumors. In
context of advertising, it can include slight fabrication of the
truth to make it more impressive or to exaggerate it a little. In
this technique, some true information is mixed with false
information and presented to the audience in an appealing
manner.
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Email Advertising: This advertising appeal makes use of emails
to advertise products. Advertisements are sent to potential
customers through emails. In this form of advertising, emails
are sent with the purpose of improving customer relations or
increasing the customer base. Emails contain advertisements or
messages intended for product promotion.
Emotional Words: This advertising appeal makes use of positive
words to generate positive feelings about a certain product in
the minds of people. Advertisers often use words like 'luxury',
'comfort' and 'satisfaction' to create a positive vibe among the
masses and attract them towards the product being advertised.
Positive words can create a deep impact on people making them

6. feel like using the product or service being advertised.
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Euphoria: This advertising appeal uses events that can create
euphoria. Announcing discount offers, offering holiday
discounts and making luxury items available at affordable
prices are often used to grab mass appeal. Sometimes,
advertisers organize social events in which existing and
potential customers are given the chance to participate. The
product/service is marketed during the event or customers
taking part are given special offers.
Flag-waving: This advertising appeal makes use of the patriotic
flavor to publicize a product. In case of flag-waving, advertisers
try to justify certain actions on grounds of patriotism. Masses
are persuaded to choose a particular product because doing so
will be an expression of patriotism. In this method, advertisers
associate buying or using their product with love for the
country. They make people believe that in using a certain
product, they are showing love for their country.
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Glittering Generalities: In this form of advertising, advertisers
make use of logical fallacies. They use appealing words without
giving any concrete idea about what is being advertised. The
words used have an emotional appeal and do not necessarily
state anything logical or in a direct manner. Statements like
"Our miracle lotion
gives you a soft skin and..." or "Our magical drink helps you
lose weight in..." are examples of glittering generalities. They
use words like 'magical' and 'miracle' to emphasize how good
the products are.
Half Truth: In this advertising appeal, advertisers use deceptive
statements to publicize their product. They often use double-
meaning words or statements to convey their message. What's
partially true, or true in certain cases, is presented. Thus, the
message conveyed through the advertisement is neither

7. completely true nor entirely false. In some cases, it is worded in
such a way that it can be interpreted in more than one ways.
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Humor Appeals: This advertising appeal uses humor as a tool to
achieve product promotion. Cartooning, joking, mocking, or
satire are the commonly used elements of humor appeal. The
funny way in which a product is advertised attracts customers.
Sometimes, people remember the joke or satire associated with
the product, which makes them attracted to it. The message is
conveyed in a very light-hearted or funny manner. This style of
advertising appeals to the masses and product sales are boosted.
Interactive Advertising: This advertising appeal makes use of
interactive media to reach out to the target audience.
Advertisers hold exhibitions or trade-shows and offer rewards
in the form of discounts or free gifts to increase the sales of
their product. Distribution of free samples of a newly launched
product and publicity of a product through interactive means are
some examples of interactive advertising. Have you participated
in contests intended to promote products? Have you come
across websites offering free products to their users? Have you
felt lucky to get hold of freebies? Then you have been a target
for interactive advertising.
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Internet Advertising: It is a relatively recent form of
advertising. Internet has become one of the most influential
media of the modern times. Websites attract thousands of users
everyday and show them advertisements. Sponsors pay for
posting their advertisements on the page. The website owner
gets paid for ad clicks. You must have come across
advertisements on search engine results pages, on blogs, in
forums, in emails. They are commonly used ways of advertising
online.
Labeling: With an intent to increase or diminish the perceived
quality of a product, advertisers use labeling or categorization.

8. Categorizing a product under a group of associated entities
makes it appealing or unappealing to the masses.
Name-calling: This advertising appeal makes use of direct or
indirect attack on the products in competition with the product
being advertised. Direct name-calling involves making a direct
attack on the opponent while indirect name-calling makes use of
sarcasm to demean products of competitors.
Outdoor Advertising: Outdoor advertising is a popular
advertising appeal that uses different tools to attract the
customers outdoors. Billboards, kiosks and tradeshows are some
of the commonly used means of outdoor advertising. Fairs,
exhibitions and billboards that draw attention of the passersby
are often used in outdoor advertising.
Performance-based Advertising: In the performance-based
advertising appeal, advertisers pay only for the results. The
advertising agency takes complete risk and hence ensures that
the advertisement is pitched well.
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Plain Folks: This advertising appeal aims at attracting the
masses by using common people to advertise a product.
Bombastic words may not always appeal to common folks. They
can rather be attracted by communicating with them in their
language. The use of homey words, as they are called, and
purposeful errors while speaking to give a natural feel to the
speech, are characteristic to this advertising appeal.
Print Media Advertising: The print media is one of the most
effective means of advertising. Many advertising appeals make
use of the print media to reach out to the masses. Media like
newspapers, brochures, manuals and magazines are used for
publicizing products.
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Public Service Advertising: This advertising technique is used

9. to convey socially relevant messages to the masses. Social
messages on issues like poverty, inequality, AIDS awareness
and environmental issues such as global warming, pollution and
deforestation are conveyed by means of appeals to the public
through public service advertising.
Quotes Out of Context: This advertising appeal makes use of
popular quotes. Advertisers using this advertising appeal alter
widely known quotes to change their meaning. This technique is
used in political documentaries.
Relationship Marketing: This form of advertising focuses on
retention of customers and customer satisfaction. Advertisers
appeal to target audiences with information that suits their
requirements and interests.
Repetition: This advertising appeal uses the technique of
repeating the product name several times during an
advertisement. Jingles are often used in this advertising
technique to make the product name linger in the minds of the
masses. With repetition, advertisers can bombard their message
on the masses so that the product being advertised is
remembered.
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Romance Appeal: A man is shown using a particular cologne
after which women are attracted to him. A girl is shown using a
particular skin cream and then boys are shown flocking to her.
This is romance appeal. It uses the opposite sex attraction
element to grab attention. Masses are made to believe that on
using a certain product, they will be perceived as more sexy or
that they will attract the opposite sex. This advertising works
especially well with teenagers as they easily believe that using
something will make them look more attractive or that if they
use a certain product more girls/boys will be attracted to them.
Scientific Evidence: This technique attempts to attract masses

10. to use the advertised product, by providing them with survey
results. The advertisers often use statistical evidences and
market surveys to publicize their product. Research or statistical
data supporting the advertisement, makes it appear more
authentic. People tend to trust the advertisement because it is
backed by surveys.
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Shockvertising: This advertising appeal makes use of shocking
images or scenes to advertise a product. The name is derived
from the combination of 'shocking' and 'advertising'.
Provocative images and use of controversy to grab attention are
examples of shock advertising. On the other hand, showing
scary images illustrating the ill-effects of smoking on health,
seeing which one would begin to hate the habit is also an
example of shockvertising.
Slogans: Slogans, as we all know, are striking phrases used to
convey important information about a product to be advertised.
Slogans make a message more interesting. People remember the
slogans and thereby the products they endorsed. There are so
many famous advertising slogans that we still remember and
associate the products with them.
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Snob Appeal: Snob appeal is an exact reverse of the bandwagon
technique. In this advertising appeal, people are induced to buy
a certain product so that they can stand out from the crowd. It is
often indicated that buying that product will make them look
different from the rest. It is indicated that the product is not
affordable for common people. A sense of exclusivity is
attached to the products.
Stereotyping: A stereotype is a popular belief about a certain
thing/person. This advertising appeal is also known as name-
calling or labeling and attempts to categorize the advertised
object under a certain class of entities. Depicting women with a
fair skin tone as attractive or showing an obese teenager being

11. bullied in school are common examples of stereotypes. This
form of advertising uses popular beliefs like these to promote a
certain idea.
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Subliminal Advertising: This advertising appeal makes use of
subliminal messages, which are intended to be perceived
subconsciously. Subliminal signals go undetected by the human
eye. However, they are perceived at a subconscious level.
Subliminal appeal makes use of hidden messages and optical
illusions.
Surrogate Advertising: In cases where advertising of a
particular product is made illegal, product companies come up
with other products with the same brand name. Advertising the
legal products with the same brand name reminds the audience
of their legally banned products as well.
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Testimonial: People relate to their favorite personalities from
the glamor industry. They are ready to follow what people from
the glamor world do. They want to be like the celebrity they are
fans of. Testimonials make use of this human tendency.
Celebrities are used as ambassadors. They are shown using the
product and recommending its use. People fall for these
products just because they see someone famous endorsing them.
Transfer: This advertising appeal is implemented in two ways.
In positive transfer, a product is made to associate with a
respectable and popular person. However, in case of negative
transfer, advertisers state an analogy between a product and a
disliked or notorious person. For example, saying something
like "Even the President uses this" is positive transfer. Using a
certain corrupt politician's name in saying that he uses a certain
product is an example of negative transfer.
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Unstated Assumption: When the idea behind the product or
service being advertised is repeatedly implied, it is known as

12. unstated assumption. In case of using this advertising appeal,
the advertisers do not convey an idea explicitly. They rather
imply their ideas in indirect ways.
Viral Advertising: It can take the form of word-of-mouth
publicity or Internet advertising. The aim of the advertiser is to
market the product on a very large scale. This advertising
appeal intends to achieve speedy publicity of a product. The
speed with which the message spreads is comparable to the
spread of a disease-causing virus. And hence the name viral
advertising.
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Word-of-mouth Advertising: It can turn out to be a very
effective advertising appeal. It can achieve success to an extent
where a brand is equated to a common noun. Vaseline can be
sited as an excellent example of word-of-mouth publicity, where
the company name, 'Vaseline' became synonymous with the
product name, 'petroleum jelly'. Or Xerox a trademark came to
be used as a synonym of 'duplicate'.
Youth Appeals: With the increasing population in this section of
society youth appeals have assumed great importance.
Youngsters are also the most vulnerable to external influences.
Anything can impress them easily. So advertisers try to
specifically target this group. Youth appeals include television
advertisements and programs for promoting trendy items.
Advertisers use flashy words, catchy messages and make the
product look 'cool' to the youngsters. Teenagers fall for such
advertisements quite easily, which is why youth appeals are
almost always successful.
This was an overview of the different advertising appeals that
advertisers around the world use with the purpose of marketing
their products and services. You might want to know about the
different types of advertising as well. Many of the popularly
used products of today have gained popularity thanks to the

13. advertising techniques that were implemented for their
publicity. The advertising appeal that a company uses goes a
long way to determine the success or failure of its product. So
appeals should be chosen wisely.
Research Proposal: The war on Uber
Abstract
For more than three years now, Uber has been a controversial
subject, and my research team is out to find why it is happening
so. This is research is aimed at discovering what drove Uber
into the taxi war, how this war began, why is the war still on
and how we can potentially solve this war.
In this project, we shall start by diving into some aspects of the
literature review to have a better understanding of what Uber is
and how it works. Later, we look into online platforms to see
what has been happening with this particular trend universally.
From an online view, we see that there are lots of issues
between the new Uber technology app movement and the
Orthodox taxi industry. Later, we take up the roles of relevant
research online communities and covert ethnographers on
Instagram, Twitter, and other social media platforms. Looking
at more than 300 posts from individuals all over the globe,
sorting through these posts, we collected about 150 of all the
posts. We code them and end up with four main classifications;
people who are in support of Uber, those who are against it,
those who are unable to make a choice between Uber and
traditional taxis and those who are angered by the violence taxi
strikes have targeted to Uber taxi drivers during their protests.
In assumption, we manage to observe that Uber has many
supporters for its company and operations all around the world.
With an extensive and increasing range of new users to those
who use their services frequently, this business that is app-
based has many people backing up what they are trying to do

14. with the purpose of bringing the world to a whole new level of
simplicity and comfort gained in technological advancement.
However, even with the high support Uber company has
received, there seem to be people who do not agree with the
change they are trying to introduce. In this scenario, traditional
taxi businesses have proven to be the biggest threat facing Uber
not only concerning business but also to the company drivers as
regular taxi drivers have developed the tendency to be very
violent when protesting against Uber and its operations. Even
though traditional taxi drivers are the biggest threat to Uber, the
company still has internal issues that they need to solve. These
questions revolve around the new concepts that Uber has
brought into the market that operates against the law, and the
law has no provision for dealing with that particular business.
In this case, Uber has the option of getting away with lots of
things because they have the ability to evade certain accusations
basing on the truth that no law will cause them to be
accountable.
In this proposal, we recommend that solving these issues will
first of all begin with making orthodox cab companies and
operators realize that if they need to be in competition with
Uber, they first need to be engaging in what Uber is also doing.
The main difference between traditional taxi companies and
Uber is that the traditional companies are reputable all around
the world and this would be an advantage in this scenario
against Uber. Secondly, if the traditional taxi industry does not
want and cannot transform to operate within Uber’s arena, then
Uber will still be advantageous in this situation even the more.
The company is already operational in 75 countries and closes
500 cities all over the world (Uber Estimate 2016). Looking at
Uber future operational strategies, it is evident that they have a
potential to expand, even more, have an increased customer
review, more clients, and more revenue. All in all, they still
have to remember their employees. During my research, I have
come across articles of drivers protesting under the complaint of
Uber’s poor working conditions, yet these drivers are not asking

15. for much. In this matter, I think Uber should take some action
in trying to provide its workers with better working conditions.
This is because when employees are happy, the customers are
euphoric.
Introduction
In researching about Uber, the company is a multinational
online network of transport that was founded by Travis
Kalanick & Garett Camp in 2009. To run its operations, Uber
employs the use of an application for a smartphone that cab
drivers can use in providing transport services that are
relatively cheaper compared to regular transportation services.
Predominantly, the app is used in the carriage of individuals but
just the other day; Uber has been active in the field of transport
for goods, groceries and other shipped products. Private drivers
can now download this application and use it to provide
carrying service to clients. After the transporting business,
these drivers are paid by the user of the service, and a particular
percentage of what they are paid goes directly to the company.
Off late, Uber has been a controversy because it is not clear to
the public whether Uber is a legalized form of transport. This
question comes after Uber drivers are reported not to undergo
any training to be fit to work for the company as compared to
traditional taxi drivers who have to be taken through a special
kind of training to acquire their designated driver’s license.
Consequently, regular drivers have not been seen taking Uber
service providers seriously and this causes some form of tension
between Uber drivers and traditional taxi drivers. At the
moment, Uber subject is very controversial particularly with the
running court cases in numerous countries. Newspapers at least
once a week are publishing stories about Uber which makes the
question even more relevant.
Investigation questions and sub questions
How has the success of Uber changed the transport industry?
Sub-questions
Why do many people prefer Uber services over traditional
taxis?

16. What are the disadvantages and advantages of using Uber
compared to traditional taxi drivers (this is for the Uber
drivers)?
Why are traditional taxi drivers angry at Uber operations?
What are the reasons behind Uber taxi wars? How and where did
the war begin?
What are the best strategies that can be used to resolve the war
against Uber taxi?
Methodology and Research Design
Because Uber has proven to represent a sensitive yet growing
issue worldwide in the taxi industry, this research tends to focus
on discovering what makes this issue such an enormous
problem. My research team met at the beginning of the project
to deliberate on the ideas that we should center this research
upon and those ideas that we would be emphasizing on. I
decided that to get a better understanding of this research topic;
I will need first to make use of existing literature review to (or
“intending to”) understanding how the sharing economy at Uber
works. Later I will use data scraping and visualization as well
as Ethnography to look into what the society has to say about
the same issue. For me to find reliable and relevant sources for
this project, I utilized the use of HU library databases. In this
manner, I can make my literature review trusted and increased
the chances of my project being used in the future in
understanding the actual causes of war between traditional taxi
drivers and Uber company. And because a significant number of
an altercation between both parties seem to be in a growing
trend as well as physical violence, I also looked into other
journalistic sources for the purpose of providing recent data on
the same subject.
For visualization and data scraping, I made use of the social
media platform of Instagram, using the hashtag explorer tool.
This tool can help us analyze scattered results into a single unit
of understanding. During the research, I realized that Instagram
has recently changed its regulations according to the platform
demands and this caused surfacing on a new problem in the

17. research. After managing to gather just one graph, we realized
that this tool no longer works presently. In Nethnography, I
studied what the society has to say on the issue of Twitter as
well as Instagram. I used both trends because I found them to be
the best way in which we would collect useful insights while at
the same time being a straightforward and fast way of data
collection. Through the use of different hashtags like
#taxistrike, #Uberwar, #driverviolence I was able to see the
society’s genuine, personal and unaltered through on this
subject. I believe this method would be best compared to having
to focus on a group of individuals for interviews.
Literature Review
Just recently, there has been a lot of debate going on whether
Uber ride-sharing services should be made subject to the same
regulations for normal taxi operations because a larger
percentage of the public think that the company is a
representation of unregulated and unlicensed taxi service.
However, the new app based technique for transportation should
have the same regulations as normal taxis and should instead be
branded as a ‘middle man for technology’ (Barglind 2016). To
just put it, the new transportation technique can be termed as an
innovative strategy to enable people to get through towns and
long distances while at the same time opening a new market
entirely. This means that old regulations do not particularly
apply for Uber. As a matter of fact, governments should develop
new rules that aim at avoiding uncertainties that the ridesharing
company together with its drivers are operating upon.
Technology, transportation, and innovation
Seemingly, the biggest issue with Uber’s operation lies in the
lack of regulations and the fact that other taxi drivers compared
to Uber drivers have to follow a large number governmental
requirements. These requirements include; fare controls,
restriction on particular services being delivered, entry
restrictions, requirements needed to offer appropriate services
and quality regulations such as vehicle safety, liability
insurance coverage and driver qualifications. All the provisions

18. mentioned above comprise of the primary reasons why taxi
drivers and traditional taxi companies are waging war against
Uber. As tough as these regulations are, the traditional taxi
industry has not opposed to these requirements (Barglind
2016).However, when Uber surfaced, evading these
requirements on the platform that they are a technology
company and not a transportation business, traditional taxi
companies felt that this evasion was an unfair treatment.
What was introduced as a spike of appreciation to consumers
and criticism in rival taxi drivers was in the launch of UberX
five years ago. In as much as the company dragged hatred along
with it, we cannot deny the fact that UberX was the reason
behind the big growth of Uber business (Barglind 2016). The
launch drew so much attention it brought with it an
implementation of something that all over the years the
transportation industry did not foresee; UberX drivers did not
require a commercial license to operate (DePhillis 2015). This
made taxi drivers feel they were discriminated upon and
because they had many expenses that came with driving
standard taxis, they also felt that Uber drivers were privileged
on an unfair platform. This also fueled the fights and scandals
between official taxi drivers and Uber-Company.
Uber’s liability for accidents challenge
To be continued

19. References;
Barglind, K. (2016). Innovation, Technology, and
Transportation: The Need To Address Ondemand Ridesharing
and Modernize Outdated Taxi Regulations in the Us. Wisconsin
International Law Journal, 701-727.
DePhillis, L. (2015). Can taxi unions build an app to take on
Uber? Retrieved from The Washington Post:
https://www.washingtonpost.com/news/storyline/wp/2015/01/19
/can-taxi-unions-build-an-app-to-take-on-uber/
5 Most Common Advertising Techniques
by Catherine Hudgins, Demand Media
Repetition
Repetition is a simple yet effective technique used to build
identity awareness and customer memory. Even advertisements
using other successful approaches mention the product or
company name more than once, particularly in television
because its combination of sight and sound, allows the
advertiser to disguise the repetition by changing its delivery
(from visual to audio). An ad first shown during a Super Bowl
broadcast for a product called HeadOn remains the classic
example of this advertising technique. Though the
advertisement never explained what the product does, viewers
remembered its name.
Claims
Advertising that promotes specific features or makes claims
about what a product or service can do for the potential
customers provides successful results by informing, educating
and developing expectations in the buyer. Claims can state facts
or simply use hype, such as calling one brand of orange juice
"the best" when nutritionally it is identical to other brands.
Claims may mislead through omission or by using what some

20. advertisers and political campaigners call "weasel words."
These are subtle statement modifiers that render the claim
meaningless if studied closely. Common weasel words include
"helps," "fights" and "virtually."
Related Reading:Business Advertising Techniques
Association
Associating a product or company with a famous person, catchy
jingle, desirable state of being or powerful emotion creates a
strong psychological connection in the customer. Sporting
equipment companies use successful athletes in their ads,
automakers display their cars in front of mansions, brewers
show their beer consumed by groups of friends having fun and
cosmetic companies sign celebrities to represent their products.
These ads encourage an emotional response in customers, which
then is linked to the product being advertised, making it
attractive through transference.
Bandwagon
The bandwagon technique sells a product or service by
convincing the customer that others are using it and they should
join the crowd. Other bandwagon advertisements suggest that
the customer will be left out if they do not buy what's being
sold. These ads often employ "glittering generalities," words
linked to highly valued ideas or concepts that evoke instant
approval, which may or may not relate to the subject of the
advertisement. "America loves..." connects patriotism with a
product, creating an automatic positive response.
Promotions
Coupons, sweepstakes, games with prizes and gifts with
purchases create excitement, and participation encourages
customers to build a relationship with the sponsoring product or
service. The attraction of getting something "free" or earning
"rewards" makes promotions successful. Limited-time offers
and entry deadlines add urgency to this advertising technique's
call to action.

21. How to Analyze an Advertisement
Finding Ads' Hidden Messages
By Arthur Asa Berger
There's more to advertising's message than meets the casual eye.
An effective ad, like other forms of communication, works best
when it strikes a chord in the needs and desires of the receiving
consumer -- a connection that can be both intuitive and highly
calculated.
The following questions can help foster an awareness of this
process. Use them for class or group discussions or your own
individual analysis of ads or commercials. You may be
surprised by the messages and meanings you uncover.
1. What is the general ambience of the advertisement? What
mood does it create? How does it do this?
2. What is the design of the advertisement? Does it use axial
balance or some other form? How are the basic components or
elements arranged?
3. What is the relationship between pictorial elements and
written material and what does this tell us?
4. What is the use of space in the advertisement? Is there a lot
of 'white space" or is it full of graphic and written elements?
5. What signs and symbols do we find? What role do they play
in the ad's impact?
6. If there are figures (men, women, children, animals) what are
they like? What can be said about their facial expressions,
poses, hairstyle, age, sex, hair color, ethnicity, education,
occupation, relationships (of one to the other)?
7. What does the background tell us? Where is the
advertisement taking place and what significance does this
background have?
8. What action is taking place in the advertisement and what
significance does it have? (This might be described as the ad's
"plot.")

22. 9. What theme or themes do we find in the advertisement? What
is it about? (The plot of an advertisement may involve a man
and a woman drinking but the theme might be jealousy,
faithlessness, ambition, passion, etc.)
10. What about the language used? Does it essentially provide
information or does it try to generate some kind of emotional
response? Or both? What techniques are used by the copywriter:
humor, alliteration, definitions" of life, comparisons, sexual
innuendo, and so on?
11. What typefaces are used and what impressions do they
convey?
12. What is the item being advertised and what role does it play
in American culture and society?
13. What about aesthetic decisions? If the advertisement is a
photograph, what kind of a shot is it? What significance do long
shots, medium shots, close-up shots have? What about the
lighting, use of color, angle of the shot?
14. What sociological, political, economic or cultural attitudes
are indirectly reflected in the advertisement? An advertisement
may be about a pair of blue jeans but it might, indirectly, reflect
such matters as sexism, alienation, stereotyped thinking,
conformism, generational conflict, loneliness, elitism, and so
on.
Footnotes:
Excerpted with permission from Signs in Contemporary Culture:
An Introduction to Semiotics by Arthur Asu Berger (Longman,
Inc., 95 Church Street, White Plains, NY 10601)
Author:
Arthur Asa Berger is professor emeritus of Broadcast &
Electronic Communication Arts at San Francisco State
University, where he taught from 1965 to 2003. He is the author
of more than 100 articles and 60 books on media, popular
culture, tourism and related concerns.