This document provides a lesson on advertising techniques. It reviews techniques like ethos, pathos and logos. It then introduces and defines additional techniques like bandwagon ads, testimonial ads, comparison ads, story ads, and parody/spoof ads. Examples of ads using each technique are provided. Finally, students are instructed to analyze a recent ad and be prepared to answer questions about it in English.

1. T H E F I N A L C H A P T E R
Advertising Techniques 3

2. Let’s Review
 Ask each other:
 What is Ethos? Pathos? Logos? Can you explain these in English?
 Check the ads that your group suggested last week.
 Go to your group’s page on the website. Review the ads. What
other techniques can you find in you ads?
 Each group will present one of your ads.
 Show one of the ads you chose last week and introduce it to the
class. You need to explain:
 Which technique or techniques are being used.
 What is the product? Who is the audience?
 Do you think the ad is effective? Why or why not?

3. More types
 Here are some more types of ads. They are:
 Bandwagon (Everyone’s doing it and you should, too)
 Testimonial (Ethos without the famous people)
 Comparison (I look good, and you look bad)
 Story Ads (a subgroup of pathos)
 Parody / Spoof (Wait, I’ve seen this before)

4. Bandwagon
 The basic idea of the “bandwagon” technique is,
“Everyone is doing this, and you should be too!”
Coke
Be More
Bacardi
Bus

5. Testimonial
 This is an appeal to authority or trust. Someone you
trust or respect is giving you their opinion.
SalonPas
Nurse
Bran
Dove (counterpoint)

6. Comparison
 Compare your product with your competitors (or
even other different products or technology) to make
yourself look good, and if possible, make your
competitors look inferior.
Duracell
Soda Kid
Brains
Go Daddy

7. Story ads
 Miniature movies that have a beginning, a middle and an
end involving the product.
 Sometimes the story is caused by the product, sometimes
the product is just part of the story.
McDonald’s
Paris
Blink
Happy together
Falling
Streak
Exorcist

8. Parody / Spoof
 This type copies the format of other types of media,
such as movies, TV shows, or even other ads in
order to be funny/humorous.
Star Wars
Perfume
Noodles
Diving
Cheetah

9. Work Together
Find an ad that you have seen recently. Analyze it and
tell me as much about it as you can. You will be asked
questions, and you must be able to answer in English!