Advertisers use psychological and creative techniques to persuade mass audiences to purchase products through advertising. Psychological techniques use words and images while creative techniques employ visual design, editing, music, and other elements. Advertisers appeal to people's aspirations and desires by portraying products as fashionable, fast, convenient, luxurious, and fulfilling personal needs and values. To be effective, advertisements should be simple, memorable, interesting, link to the brand, and engage people emotionally.

1. Advertising is… a persuasive way of communicating a message to a large number of people, known as a mass audience the business of selling a product, service or idea to an audience paid for persuasive to communicate an effective message which stimulates the desired action – usually a purchase of some sort

2. Approaches to Advertising Advertisers use a variety of techniques to sell us their products. They are divided into two kinds: Psychological – persuasion through words and images Creative – through visual design concept e.g. editing, sound effects, music, colour, lighting, images, graphics, actors

3. They can often be identified as using one of two categories: Hard-Sell – Short, repetitive messages that focus directly on the product Soft-Sell – Indirect – may not be too sure of what is being advertised. Links product to lifestyle – focuses on image of product

4. Advertisers try to appeal to our aspirations – who we would like to be and what we would like to own. Adverts stress the product is: Fashionable Fast Convenient The best Luxurious

5. Techniques of Persuasion Repetition - memorable Reward - good for us Agreement with Values - play on good sense – i.e. Insurance to protect your future Needs - personal fulfilment/improved self-esteem

6. Test For Effectiveness S M I L E Simple Memorable Interesting Linked to the brand Emotionally engaging?