Advertising is defined as the nonpersonal communication of information, usually paid for and persuasive in nature, about products, services, or ideas by identified sponsors through various media. It aims to appeal to consumers' subconscious minds through psychological triggers like self-preservation, sex, and greed in order to get them to react instinctively rather than think critically. Over time, regulations and consumer skepticism have shifted advertising from hard-sell tactics to more emotionally-driven and positioning-based strategies.
Communication strategy lessons @ Panteion University (Dept. of Communication, Media & Culture).
This is my first one, a prologue to advertising history.
06/03/2012
http://1story.tumblr.com/
AmbushMarketing is a practice of hijacking another advertiserâs campaign. This ppt describes the benefits of doing it in an appropriate manner and why big brands doing this to outrun their competitors through their own current campaigns.
Communication strategy lessons @ Panteion University (Dept. of Communication, Media & Culture).
This is my first one, a prologue to advertising history.
06/03/2012
http://1story.tumblr.com/
AmbushMarketing is a practice of hijacking another advertiserâs campaign. This ppt describes the benefits of doing it in an appropriate manner and why big brands doing this to outrun their competitors through their own current campaigns.
InformÄcija par 26 paÅĄvaldÄĢbu atbalstu uzÅÄmÄjiem
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Mazo un vidÄjo uzÅÄmumu iespÄjas programmÄ âHorizonts 2020â Ekonomikas ministrija
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Mazo un vidÄjo uzÅÄmumu iespÄjas programmÄ âHorizonts 2020â
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InformÄcija par 26 paÅĄvaldÄĢbu atbalstu uzÅÄmÄjiem
PrezentÄcija tika rÄdÄĢta 2016.gada maijÄ AttÄĢstÄĢbas finanÅĄu institÅĢcijas Altum un Ekonomikas ministrijas organizÄtajÄ pasÄkumÄ "Atbalsta gadatirgus biznesa uzsÄcÄjiem"
Visas prezentÄcijas ÅĄeit http://www.altum.lv/lv/jaunumi/atbalsta-gadatirgus-biznesa-uzsacejiem-aicinam-noskatities-prezentaciju-ierakstus
Mazo un vidÄjo uzÅÄmumu iespÄjas programmÄ âHorizonts 2020â Ekonomikas ministrija
Â
Mazo un vidÄjo uzÅÄmumu iespÄjas programmÄ âHorizonts 2020â
Solvita Kokina, LIAA Biznesa informÄcijas nodaÄŧas
Eiropas Biznesa atbalsta tÄĢkla vecÄkÄ eksperte
2014.gada 15.maijs, Madona
Advertisements Essay
Controversial Advertising Essay examples
Persuasive Advertising
History of Advertising Essay examples
Creativity in Advertising
Essay about The Power of Advertising
Advertising Essay
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Essay on Commercials and Advertising
Essay on Tobacco Advertising
Advertisements Essay
Controversial Advertising Essay examples
Persuasive Advertising
History of Advertising Essay examples
Creativity in Advertising
Essay about The Power of Advertising
Advertising Essay
Advertising Essay
Essay on Commercials and Advertising
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
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2. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors through theidentified sponsors through the
various media.various media.
Bovee/Arens, 1992Bovee/Arens, 1992
3. Advertising is theAdvertising is the nonpersonalnonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
4. Two kinds of sellingTwo kinds of selling
īŽ PersonalPersonal
īŽ Plenty of time toPlenty of time to
deliver the messagedeliver the message
īŽ Done face to faceDone face to face
īŽ Message can beMessage can be
adjusted to fit howadjusted to fit how
itâs getting acrossitâs getting across
īŽ Easy to findEasy to find
customerscustomers
īŽ Expensive in bothExpensive in both
time and moneytime and money
īŽ Labor-intensiveLabor-intensive
īŽ Time consumingTime consuming
5. Non-PersonalNon-Personal
īŽ Limited in time and/orLimited in time and/or
spacespace
īŽ Donât know who theDonât know who the
customer iscustomer is
īŽ Donât know how theDonât know how the
customer is reactingcustomer is reacting
īŽ Canât change theCanât change the
message in mid-streammessage in mid-stream
īŽ Message doesnât have toMessage doesnât have to
be created on the spotbe created on the spot
īŽ Extensive researchExtensive research
īŽ Far cheaper thanFar cheaper than
personal sellingpersonal selling
6. Advertising is the nonpersonalAdvertising is the nonpersonal
communicationcommunication of informationof information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
10. Advertising is the nonpersonalAdvertising is the nonpersonal
communicationcommunication of informationof information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
11. Affirmative disclosureAffirmative disclosure
īŽ "Sometimes the consumer is provided not with"Sometimes the consumer is provided not with
information he wants but only with theinformation he wants but only with the
information the seller wants him to have. Sellers,information the seller wants him to have. Sellers,
for instance, are not inclined to advertisefor instance, are not inclined to advertise
negative aspects of their products even thoughnegative aspects of their products even though
those aspects may be of primary concern to thethose aspects may be of primary concern to the
consumer, particularly if they involveconsumer, particularly if they involve
considerations of health or safety . . . "considerations of health or safety . . . "
Lewis A. Engman, FTC ChairLewis A. Engman, FTC Chair
12. PufferyPuffery
īŽ The legitimate exaggeration ofThe legitimate exaggeration of
advertising claims to overcome naturaladvertising claims to overcome natural
consumer skepticismconsumer skepticism
13. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid forusually paid for and usuallyand usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
14. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for andusually paid for and usuallyusually
persuasive in naturepersuasive in nature aboutabout
products, services or ideas byproducts, services or ideas by
identified sponsors throughidentified sponsors through
the various media.the various media.
15. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in naturepersuasive in nature aboutabout
products, services or ideasproducts, services or ideas byby
identified sponsors throughidentified sponsors through
the various media.the various media.
16. The bundle of valuesThe bundle of values
īŽ Functional valueFunctional value
īŽ Social valueSocial value
īŽ Psychological valuePsychological value
īŽ Economic valueEconomic value
īŽ Whatever else the consumer thinks isWhatever else the consumer thinks is
importantimportant
17. Three ways to differentiate productsThree ways to differentiate products
īŽ PerceptiblePerceptible
īŽ Actual differencesActual differences
īŽ Easily seenEasily seen
īŽ ImperceptibleImperceptible
īŽ Actual differencesActual differences
īŽ Canât be seenCanât be seen
īŽ InducedInduced
īŽ No actual differencesNo actual differences
īŽ Parity productsParity products
18. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of informationcommunication of information
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideasproducts, services or ideas byby
identified sponsorsidentified sponsors throughthrough
the various media.the various media.
19. Advertising is the nonpersonalAdvertising is the nonpersonal
communication of information,communication of information,
usually paid for and usuallyusually paid for and usually
persuasive in nature aboutpersuasive in nature about
products, services or ideas byproducts, services or ideas by
identified sponsorsidentified sponsors through thethrough the
various mediavarious media
20. īŽ Has been around for aHas been around for a
long timelong time
īŽ We still donât know whatWe still donât know what
the Lascoux paintingsthe Lascoux paintings
were forwere for
21. For the first few thousandFor the first few thousand
years advertisingyears advertising
promoted locations,promoted locations,
services and âwant adsâ.services and âwant adsâ.
22. Ad written on a Roman tombAd written on a Roman tomb
īŽ Weather permitting, 30 pairs of gladiators,Weather permitting, 30 pairs of gladiators,
furnished by A. Clodius Flaccus, together withfurnished by A. Clodius Flaccus, together with
substitutes in case any get killed too quickly, willsubstitutes in case any get killed too quickly, will
fight May 1fight May 1stst
, 2, 2ndnd
, and 3, and 3rdrd
at the Circus Maximus.at the Circus Maximus.
The fights will be followed by a big wild beastThe fights will be followed by a big wild beast
hunt. The famous gladiator Paris will fight.hunt. The famous gladiator Paris will fight.
Hurrah for Paris! Hurrah for the generousHurrah for Paris! Hurrah for the generous
Flaccus, who is running for Duumvirate.Flaccus, who is running for Duumvirate.
23. Under the ad was written:Under the ad was written:
Marcus wrote this sign by the light of the moon.Marcus wrote this sign by the light of the moon.
If you hire Marcus, heâll work day and night toIf you hire Marcus, heâll work day and night to
do a good job.do a good job.
Daniel Mannix,Daniel Mannix, Those About to DieThose About to Die
28. Since most products such asSince most products such as
shoes and clothing were one-ofshoes and clothing were one-of
and made to order you onlyand made to order you only
needed to advertise where toneeded to advertise where to
orderorder
30. Industrial RevolutionIndustrial Revolution
īŽ Early 19Early 19thth
CenturyCentury
īŽ Mass production of productsMass production of products
īŽ Led to three stages of marketing:Led to three stages of marketing:
31. Production-orientedProduction-oriented
īŽ Demand far outstripped supplyDemand far outstripped supply
īŽ Could just advertise the existence of the productCould just advertise the existence of the product
and where to get itand where to get it
īŽ Whatever was made was soldWhatever was made was sold
īŽ Example: People wanted cars, so car companiesExample: People wanted cars, so car companies
made whatever they wanted and the cars weremade whatever they wanted and the cars were
sold before they were builtsold before they were built
32. Sales-orientedSales-oriented
īŽ Supply exceeded demandSupply exceeded demand
īŽ Companies tried to convince consumers to buyCompanies tried to convince consumers to buy
their products rather than their competitorsâtheir products rather than their competitorsâ
īŽ Companies still made whatever they wanted,Companies still made whatever they wanted,
counting on their ability to peddle their productscounting on their ability to peddle their products
īŽ Example: supply of cars went up, so theExample: supply of cars went up, so the
companies made whatever they wanted andcompanies made whatever they wanted and
convinced people they wanted thatconvinced people they wanted that
33. Marketing-orientedMarketing-oriented
īŽ Supply of products far exceeded demandSupply of products far exceeded demand
īŽ More choices than any promotion could overcomeMore choices than any promotion could overcome
īŽ Resistance to âhard-sellâResistance to âhard-sellâ
īŽ Companies tried to discover what productsCompanies tried to discover what products
consumers wantedconsumers wanted beforebefore making them, thenmaking them, then
advertise they had itadvertise they had it
īŽ Non-American companies (e.g., VW) found outNon-American companies (e.g., VW) found out
what people wanted, then built cars that had itwhat people wanted, then built cars that had it
(e.g., a gas gauge)(e.g., a gas gauge)
34. Letâs take a exampleLetâs take a example
The American autoThe American auto
industryindustry
38. īŽ Early sales-oriented ads were basically âcaveatEarly sales-oriented ads were basically âcaveat
emptorâ (let the buyer beware)emptorâ (let the buyer beware)
īŽ Producers said whatever they wanted and thoughtProducers said whatever they wanted and thought
they could get away withthey could get away with
īŽ For example, the âHealth Jolting ChairâFor example, the âHealth Jolting Chairâ
39.
40. īŽ Led to consumer and competitor angerLed to consumer and competitor anger
īŽ 1938 â Federal Trade Commission given power1938 â Federal Trade Commission given power
to regulate deceptive and unfair advertisingto regulate deceptive and unfair advertising
īŽ Advertising could no longer lie, so newAdvertising could no longer lie, so new
approaches were triedapproaches were tried
41. 40s and 50s40s and 50s
īŽ Era of the hard-sellEra of the hard-sell
īŽ Rosser Reeves âirritation school of advertisingâRosser Reeves âirritation school of advertisingâ
īŽ Relied on brain-numbing repetition and treating theRelied on brain-numbing repetition and treating the
consumer as an idiotconsumer as an idiot
īŽ The USP â Unique Selling PropositionThe USP â Unique Selling Proposition
īŽ It was jack-hammered into consumersâ skullsIt was jack-hammered into consumersâ skulls
43. 60s60s
īŽ The positioning eraThe positioning era
īŽ Shift to the soft-sellShift to the soft-sell
īŽ Compare yourCompare your
product to yourproduct to your
competitorsâcompetitorsâ
īŽ Treat consumers asTreat consumers as
intelligentintelligent
īŽ Appeal to emotionAppeal to emotion
more than intellectmore than intellect
44. General comments on adsGeneral comments on ads
īŽ Advertising is limited in time and/or spaceAdvertising is limited in time and/or space
īŽ Breaks the rules of grammar and syntaxBreaks the rules of grammar and syntax
īŽ Ads contain two elementsAds contain two elements
īŽ CopyCopy
īŽ illustrationsillustrations
45. Two basic ways of presenting aTwo basic ways of presenting a
sales messagesales message
īŽ IntellectuallyIntellectually
īŽ Usually about the productâs functionUsually about the productâs function
īŽ Usually copy heavy and line drawingsUsually copy heavy and line drawings
īŽ EmotionallyEmotionally
īŽ Usually not about the productâs functionUsually not about the productâs function
īŽ Usually copy is light with high connotative contentUsually copy is light with high connotative content
īŽ Uses photographs or videoUses photographs or video
46. īŽ Advertising aims at consumersâAdvertising aims at consumersâ
subconscious minds much more thansubconscious minds much more than
their conscious mindstheir conscious minds
īŽ Itâs all about getting the consumer toItâs all about getting the consumer to
react on a basic, instinctive level, andreact on a basic, instinctive level, and
not think at allnot think at all
īŽ Itâs about âact nowâ on your basicItâs about âact nowâ on your basic
desires â think only of yourselfdesires â think only of yourself
īŽ Itâs usually selfish and anti-socialItâs usually selfish and anti-social
48. Self-preservationSelf-preservation
īŽ ââListen to me, IâllListen to me, Iâll
keep you aliveâkeep you aliveâ
īŽ Because humansBecause humans
are so social, weare so social, we
extend the appeal toextend the appeal to
others, like family,others, like family,
friends, and socialfriends, and social
groupgroup
49.
50.
51. Sex AppealSex Appeal
īŽ ââListen to me, Iâll get you laidâListen to me, Iâll get you laidâ
īŽ Gender linked because of different goals:Gender linked because of different goals:
īŽ For men itâs sex with ease and no complicationsFor men itâs sex with ease and no complications
īŽ In other words, attract more women that want toIn other words, attract more women that want to
have sex with youhave sex with you
īŽ For women itâs attract more men from which toFor women itâs attract more men from which to
choosechoose
īŽ Select the best among the possible choices, and theSelect the best among the possible choices, and the
greater the selection, the better the choicegreater the selection, the better the choice
52. Sex AppealSex Appeal
īŽ Male and female animals have different sexualMale and female animals have different sexual
strategies based on the cost of sexstrategies based on the cost of sex
īŽ Males are promiscuous because the cost is veryMales are promiscuous because the cost is very
lowlow
īŽ A little time, a little energy, then move onA little time, a little energy, then move on
īŽ Criteria are simple â she has to be there, breathing,Criteria are simple â she has to be there, breathing,
and impregnableand impregnable
īŽ Females are picky because the cost is so highFemales are picky because the cost is so high
īŽ Lots of time, lots of energyLots of time, lots of energy
īŽ Must select the best possible male, not the nearestMust select the best possible male, not the nearest
īŽ Criteria can be complexCriteria can be complex
53. īŽ Non-humans are concerned with geneticsNon-humans are concerned with genetics
īŽ Males want, on an instinctive level, to have asMales want, on an instinctive level, to have as
many offspring as possible to ensure geneticmany offspring as possible to ensure genetic
successsuccess
īŽ Females, because of the cost of reproduction, onFemales, because of the cost of reproduction, on
an instinctive level want the best genes in theiran instinctive level want the best genes in their
malemale
īŽ Males compete with other males, usuallyMales compete with other males, usually
physically, to demonstrate theyâre the bestphysically, to demonstrate theyâre the best
choicechoice
īŽ Females select the winner because heâs shownFemales select the winner because heâs shown
heâs better than the other malesheâs better than the other males
54. īŽ For most animals, it is the female that deals withFor most animals, it is the female that deals with
raising offspring (a major part of the cost of sex)raising offspring (a major part of the cost of sex)
īŽ The male has no place in rearing offspring (sheâllThe male has no place in rearing offspring (sheâll
even drive him away)even drive him away)
īŽ The major exception is birdsThe major exception is birds
īŽ Even there, the female will often select one maleEven there, the female will often select one male
as the father, and another male to help her raiseas the father, and another male to help her raise
the chicksthe chicks
55. Sex appeal in humansSex appeal in humans
īŽ Humans have the most complex social life onHumans have the most complex social life on
EarthEarth
īŽ Instinctive criteria for men are the same as forInstinctive criteria for men are the same as for
any other male animal â sheâs thereany other male animal â sheâs there
īŽ Criteria for women is far more complex:Criteria for women is far more complex:
īŽ Not just genetically, but socially:Not just genetically, but socially:
īŽ Be a good father â help with raising childrenBe a good father â help with raising children
īŽ be a good provider â have money, social connections,be a good provider â have money, social connections,
etc.etc.
56. Sex appeal for menSex appeal for men
īŽ Buy the product, getBuy the product, get
the womanthe woman
īŽ Think of all those AxeThink of all those Axe
commercialscommercials
57.
58.
59. Sex appeal for womenSex appeal for women
For most female animals,For most female animals,
genetic quality is thegenetic quality is the
most importantmost important
īŽ For women, itâs a goodFor women, itâs a good
providerprovider
īŽ The ad shows he hasThe ad shows he has
money, cares about hermoney, cares about her
as an individual, andas an individual, and
will stick aroundwill stick around
īŽ Itâs called âromanceâItâs called âromanceâ
60.
61.
62. The use of sex appeal inThe use of sex appeal in
advertising may appear sexist.advertising may appear sexist.
Thatâs because it is â on a socialThatâs because it is â on a social
level. But sex in advertising aimslevel. But sex in advertising aims
at instinct, and society isat instinct, and society is
conscious, not subconscious.conscious, not subconscious.
63. Advertising often appeals to oneAdvertising often appeals to one
gender at the social expense ofgender at the social expense of
the other.the other.
64. GreedGreed
īŽ ââListen to me, IâllListen to me, Iâll
make you richâmake you richâ
īŽ Human social lifeHuman social life
requires havingrequires having
resources, usuallyresources, usually
represented by moneyrepresented by money
īŽ Instinctively, âgreed isInstinctively, âgreed is
goodâgoodâ
65.
66.
67. Self-esteemSelf-esteem
īŽ Requires a social groupRequires a social group
īŽ Requires the individual to be able to make aRequires the individual to be able to make a
comparison with other individuals in the groupcomparison with other individuals in the group
īŽ Thus, requires a sense of self as a separate entityThus, requires a sense of self as a separate entity
from othersfrom others
68. Self-esteemSelf-esteem
īŽ Again, thereâs an instinctive gender linkAgain, thereâs an instinctive gender link
īŽ For men, itâs competitiveFor men, itâs competitive
īŽ Demonstrate heâs the best male aroundDemonstrate heâs the best male around
īŽ Self-esteem comes from a sense of superioritySelf-esteem comes from a sense of superiority
īŽ For women, itâs cooperativeFor women, itâs cooperative
īŽ Make and maintain as many connections as possibleMake and maintain as many connections as possible
īŽ Self-esteem comes from a sense of connectionSelf-esteem comes from a sense of connection
69. Self-esteem for menSelf-esteem for men
īŽ Demonstration ofDemonstration of
superioritysuperiority
īŽ Buy the product, beBuy the product, be
the superior manthe superior man
īŽ Often shows a âloserâOften shows a âloserâ
beating a âwinnerâbeating a âwinnerâ
because the loser buysbecause the loser buys
the productthe product
70.
71.
72. Self-esteem for womenSelf-esteem for women
īŽ The product increasesThe product increases
the number andthe number and
quality of connectionsquality of connections
with otherswith others
73.
74.
75.
76. Personal EnjoymentPersonal Enjoyment
īŽ ââListen to me, youâllListen to me, youâll
have more funâhave more funâ
īŽ Humans, because ofHumans, because of
their intelligence, aretheir intelligence, are
often easily bored byoften easily bored by
routineroutine
īŽ The ad promotes gettingThe ad promotes getting
out of the routineout of the routine
īŽ In other words, have funIn other words, have fun
77.
78.
79. ConstructivenessConstructiveness
īŽ ââListen to me, Iâll helpListen to me, Iâll help
you improve thingsâyou improve thingsâ
īŽ A desire to build andA desire to build and
improve on whateverimprove on whatever
you haveyou have
80.
81.
82. DestructivenessDestructiveness
īŽ ââListen to me, Iâll tell youListen to me, Iâll tell you
how to destroy thingsâhow to destroy thingsâ
īŽ We all have a desire toWe all have a desire to
occasionally blow thingsoccasionally blow things
upup
īŽ Just watch âTheJust watch âThe
MythbustersâMythbustersâ
īŽ There does seem to be aThere does seem to be a
gender link â men seem togender link â men seem to
like it more than womenlike it more than women
83.
84.
85. CuriosityCuriosity
īŽ ââListen to me, Iâll answerListen to me, Iâll answer
your questionsâyour questionsâ
īŽ We all want answers toWe all want answers to
things â itâs a survivalthings â itâs a survival
characteristiccharacteristic
īŽ The problem is raisingThe problem is raising
that curiosity â if thethat curiosity â if the
person doesnât careperson doesnât care
about the answer, itâs aabout the answer, itâs a
useless appealuseless appeal
86.
87.
88. ImitationImitation
īŽ ââListen to me, Iâll makeListen to me, Iâll make
you just like someoneyou just like someone
elseâelseâ
īŽ Requires the person toRequires the person to
wantwant to be like theto be like the
modelmodel
īŽ Almost always linked toAlmost always linked to
one or the top fiveone or the top five
appealsappeals
89.
90.
91.
92. AltruismAltruism
īŽ ââListen to me, youâll giveListen to me, youâll give
of yourself with no hopeof yourself with no hope
or expectation of returnâor expectation of returnâ
īŽ Doesnât exist as an idealDoesnât exist as an ideal
īŽ Reciprocal altruism doesReciprocal altruism does
existexist
īŽ Iâll do for you now, youIâll do for you now, you
do for me laterdo for me later
īŽ Linked to top fiveLinked to top five
93.
94.
95. Tricks of the TradeTricks of the Trade
īŽ Advertising often uses logical fallacies ratherAdvertising often uses logical fallacies rather
than giving logical reasons to buy the productthan giving logical reasons to buy the product
advertised.advertised.
īŽ You think the ad is saying one thing when it factYou think the ad is saying one thing when it fact
itâs saying something else, or saying nothing atitâs saying something else, or saying nothing at
allall
96. Black/WhiteBlack/White
īŽ ââYou want it [whatever itYou want it [whatever it
is], you can only get itis], you can only get it
from us.âfrom us.â
īŽ It leaves out any otherIt leaves out any other
options, e.g., âlove it oroptions, e.g., âlove it or
leave it.âleave it.â
97.
98.
99. Buzz WordsBuzz Words
īŽ Words that seem to sayWords that seem to say
something, but what?something, but what?
īŽ ââCrispâCrispâ
īŽ ââNaturalâNaturalâ
īŽ ââOrganicâOrganicâ
100.
101.
102. Weasel WordsWeasel Words
īŽ Words tossed into a sentence that changes theWords tossed into a sentence that changes the
meaning while leaving an impression thatâsmeaning while leaving an impression thatâs
differentdifferent
īŽ Examples:Examples:
103. ââOur [canned] corn is as good asOur [canned] corn is as good as
fresh cooked corn.âfresh cooked corn.â
Libbyâs VegetablesLibbyâs Vegetables
īŽ Note it doesnât say itâs as good as fresh corn, butNote it doesnât say itâs as good as fresh corn, but
as good as freshas good as fresh cookedcooked corn.corn.
īŽ Cooked corn has had vitamins and mineralsCooked corn has had vitamins and minerals
boiled out in the cooking process.boiled out in the cooking process.
īŽ And now you have to heat the corn again, whichAnd now you have to heat the corn again, which
takes out even more nutrients.takes out even more nutrients.
īŽ The weasel is âcookedâThe weasel is âcookedâ
104. ââOur dog food contains as muchOur dog food contains as much
meat protein as 10 pounds of sirloinmeat protein as 10 pounds of sirloin
steak.steak.
Alpo dog foodAlpo dog food
īŽ Targets people who love their dogsTargets people who love their dogs
īŽ Doesnât contain sirloin steak, only as much meatDoesnât contain sirloin steak, only as much meat
protein as sirloin steakprotein as sirloin steak
īŽ That could be any kind of meat â itâs sure not sirloin,That could be any kind of meat â itâs sure not sirloin,
and may not even come from a cowand may not even come from a cow
105. Three out of four doctorsThree out of four doctors
recommend the major ingredientrecommend the major ingredient
in Excedrin.in Excedrin.
106. īŽ ââSome studies seem to suggest thatSome studies seem to suggest that
eating the major ingredient in oureating the major ingredient in our
cereal may have an effect on certaincereal may have an effect on certain
kinds of cancer.âkinds of cancer.â
107. ââIf . . .âIf . . .â
The ultimate weasel wordThe ultimate weasel word
108. Begging the QuestionBegging the Question
īŽ The question contains a statement that has notThe question contains a statement that has not
been and is never proven, basically saying thatbeen and is never proven, basically saying that
something is simply because it is.something is simply because it is.
īŽ Example:Example:
īŽ ââHenry Millerâs filthy books should be banned.âHenry Millerâs filthy books should be banned.â
īŽ Contains the unsupported premise that the booksContains the unsupported premise that the books
are filthy.are filthy.
109.
110.
111. Dangling ComparativeDangling Comparative
īŽ There appears to be aThere appears to be a
comparison, butcomparison, but
compared to what?compared to what?
īŽ It relies on the consumerIt relies on the consumer
filling in the blankfilling in the blank
112.
113.
114. Complaints about advertisingComplaints about advertising
īŽ It perpetuates stereotypesIt perpetuates stereotypes
īŽ Absolutely trueAbsolutely true
īŽ It has toIt has to
īŽ Makes people buy things they donât needMakes people buy things they donât need
īŽ Not trueNot true
īŽ Advertising canât make anybody do anythingAdvertising canât make anybody do anything