This document outlines various advertising techniques used to persuade viewers, including: 1) Using celebrities or models to imply the product will make one beautiful or popular. 2) Appealing to a sense of independence or uniqueness to seem exciting. 3) Using scientific claims or statistics to imply the product is proven to work effectively. 4) Leaving comparisons unfinished to imply the product is superior without directly saying so.

1. Advertising Techniques
Beauty Appeal
Celebrity Endorsement
Escape
To trick people into thinking that if
they buy their products they will look
like the model in the picture.
To persuade people that
celebrities are supporting
the product and enjoy it.
This persuades the viewer
that they should join in. It
could also trick people into
trusting the company.

2. Independence/Individuality
Intelligence
This causes people to believe their life is boring and
they need to escape on holiday. This is mostly to relax
and have fun without any signs of stress or sadness.
Advertising using independence to show the
product is unique. This appeals to people who
want to experience something different and
more exiting.
This intelligence is showing us that the
mini is smart but the scooter is
smarter. This tells the reader that the
scooter is better without saying it.

3. Lifestyle
Nurture
Peer Approval
This shows people that the product is a lifestyle
and a onetime use. For example, you use your
iPhone for multiple things: calling people,
playing games, watching films, listening to
music and more.
This is often used for charities, showing starving
children and lonely animals.

4. Rebel
Rhetorical Question
This technique makes people believe that if
they buy the product they have “earned it.”
This makes the person feel special and
important.
You can stand up for yourself,
and be yourself. This could also
inspire people to be rebellious, to
disobey rules.

5. Scientific / Statistical Claim
Unfinished Comparison / Claim
This is question that doesn’t need an answer. That may be
used to make viewers feel guilty. For example in a charity
ad they may say “is £2 a month to much to spend on
saving a life?”
This is scientific evidence used to persuade the viewer
that this product has proof of it working and will work for
them. This is normally achieved by using phrases such as
“kills 99.99% of germs” which is shown as a fact
convincing people it will work.
This is a claim made to convince the viewer that
this product is better than any other competitor.
Making the viewer believe this product has the
best deal.

6. Scientific / Statistical Claim
Unfinished Comparison / Claim
This is question that doesn’t need an answer. That may be
used to make viewers feel guilty. For example in a charity
ad they may say “is £2 a month to much to spend on
saving a life?”
This is scientific evidence used to persuade the viewer
that this product has proof of it working and will work for
them. This is normally achieved by using phrases such as
“kills 99.99% of germs” which is shown as a fact
convincing people it will work.
This is a claim made to convince the viewer that
this product is better than any other competitor.
Making the viewer believe this product has the
best deal.