1. Advertising Techniques
Beauty Appeal
Celebrity Endorsement
Escape
Including beautiful models make
people think if they buy the product
they will look like that.
Choose to have celebrities
in advert to make it more
known and seem like it’s
good for the celeb so it’s
good for the consumer.
Consumers will trust well
known people as if they
were close friends.

2. Independence/Individuality
Intelligence
Showing a peaceful environment to show change,
relaxation and what people generally look for in a
holiday.
By using escapism people can dream of tropical
paradise compared to their dull, grey lives.
They emphasize independence to make them
stand out and be confident standing out,
making people individual.
By using this product consumers can feel
special and unique.
Feel intelligent because it helps the environment; make
you feel clever, it’s a sense of irony because it’s a ‘smart
car’.
It plays on the ego of the consumer, if they can understand
the advert then they must be smart.

3. Lifestyle
Nurture
Peer Approval
Showing what amazing things you can or can’t
do with/without this technology to tempt
buyers, making people individual and feel like
it will make their life better.
The product is essential for their way of life.
Use pictures of cute animals in pain to get what they
want e.g. donations. Care, guilt, they need their
targeted market to help look after them.

4. Rebel
Rhetorical Question
Friends think it is better, so you would want to be admired
from your friends, in order to achieve this, the consumer
would buy this product.
Feel a sense of confidence because you are part of your
group/friends.
More exciting, and making you be a trickster, sense
of fun and showing your own personality.
Gives a sense of rebellion to stand-out and be
individual or become noticed.

5. Scientific / Statistical Claim
Unfinished Comparison / Claim
Rhetorical questions are used to make people think and
feel sorry, have sympathy and to make them do what they
want them to do e.g. donate money, or make people aware.
You know the answer so there is no need to have the
question answered for you.
Using stats to seem like others approve of this product, so
it must be a good product to buy.
To show that they have done their research, people trust
science.
Doesn’t compare or include stats, but states ‘it’s
the best product’.
There is no comparison to other products, how do
we know they’re correct.