This document outlines various persuasive techniques used in advertising. It discusses the bandwagon appeal, celebrity appeal, emotional appeal, humor, anti-bandwagon appeal, slogans, glittering generalities, product comparisons, repetition, and weasel words. Each technique is briefly defined in one or two sentences.

1. Persuasive Techniques
Tallulah Frendo
1

2. The Bandwagon Appeal
 This type of technique persuades the
market to purchase a certain product
or behave in a particular manner
because the majority is doing it.
2

3. Celebrity Appeal
 This is when a well known celebrity is
used as a familiar face in order to
attract the audience’s attention and
encourage them to make a purchase.
3

4. Emotional Appeal
 This type of advert appeals to the
emotional side of the audience, using
fear, sadness or happiness in order
to capture the audience’s attention.
Making them think emotionally rather
than rationally.
4

5. Humour
 This styles focuses on trying to make
the audience laugh. The ideas is that
the audience will remember the
advert because it made them laugh.
5

6. The Anti-bandwagon Appeal
 Opposite of bandwagon. Therefore
encourages individuality and to break
from the norm. The audience should
follow what they believe, do what
they feel is right for them
6

7. Slogan
 A catchy phrase or statement often
used to sell a service or product. A
slogan is usually repeated in order
for people to automatically associate
a particular product with its slogan
7

8. Glittering Generality
 A technique that uses words or
images that have positive
connotations attached to them in
order to sell a product. However
these words usually have a vague
meaning.
8

9. Product Comparison
 Comparing two products by
highlighting positive and negative
characteristics in order to sell or
promote a particular product or
brand.
9

10. Repetition
 The idea that certain words, phrases,
ideas, opinions, sounds and even
images are repeated in order to
make viewers remember them. If any
of the above is repeated enough
times the message of the
advertisement is more likely to be
retained by the viewer.
10

11. Weasel Words
 Weasel words are words or phrases
that are used to suggest a positive
meaning without making any
guarantee. They are used to almost
trick you into believing that important
ideas have been shared, however
sometimes ambiguous claims are
presented.
11