This document outlines different advertising techniques used to appeal to audiences. It discusses beauty appeal ads showing an attractive model to make viewers want to emulate them. Celebrity endorsement ads use famous people to suggest the product is high quality. Escape ads portray exotic locations to imply the viewer's life is inadequate without travel or the product.

1. Advertising Techniques
Beauty Appeal
Celebrity Endorsement
Escape
These adverts appeal to a young
female audience. They show to the
viewer that if they buy their product
they will become like the attractive
model on the T.V.
Celebrity endorsement is
used as a means of
showing the audience that
successful celebrities use
their product. This in turn
makes the audience feel
that if they buy their
product they are buying a
high quality product that is
used by famous celebrities.

2. Independence/Individuality
Intelligence
Adverts use the idea of escape to persuade the
audience to feel that where they live is inadequate.
They use exotic locations to show them how much
better there lives could be if they went on holiday to
one of their destinations.
This makes the consumer feel that they stand out
from the rest of the crowd and they step outside
the restraints of the social norm. These types of
adverts show the individual watching that
although everyone else has got their product
already, if they purchase their product they will
still stand out as an individual different from the
rest of society.
These adverts make the consumer feel more intelligent
and sophisticated if they were to buy their product. They
also show that their product is much better than their
current item and that their product is far more superior and
is only used by intellectual consumers.

3. Lifestyle
Nurture
Peer Approval
This makes the consumer feel inadequate about
their current social status
These adverts appeal to the guilt of the consumer by
showing them distressing imagery of suffering such
as animals that need their help. They appeal to the
nurture side of us by persuading us to feel, love care
and emotion towards the individual in the advert.

4. Rebel
Rhetorical Question
These adverts show us that if we buy their product we are
fitting in with our mates. They show the viewer the benefits
of their product such as being part of the group and being
accepted regardless of who they are.
These adverts capture the rebellious image that some
of us feel the need to aspire to. They show us that
buying their product will enable us to take part in
daring antics and things that we wouldn’t normally
do.

5. Scientific / Statistical Claim
Unfinished Comparison / Claim
This questions the average consumer’s morality and causes
the consumer to feel guilty if they do not donate to their
cause. The advertisement evokes feelings of compassion
towards the actor in the advertisement who has come
across harm.
These adverts use statistics to achieve their purpose of
making their product seem more legitimate and favored
in the public eye. These can be over glorified; for
example an advert could say 86% of our customers
agreed that our product was better than any other
products on the market. However the survey itself could
have been only carried out with 10 people.
These adverts tell the consumer that their product
is the best on the market and doesn’t compare to
any other products within its price range. However
there is no evidence to suggest that this is true.