Download Advertising


To advertise is:
› (verb) describe or draw attention to (a
product, service, or event) in a public
medium in order to promote sales or
attendance.

Since the goal is to draw attention and
promote sales, advertising requires
persuasiveness.

Orders, such as
“buy now,” are
effective because
people are used
to receiving
orders, and are
prone to follow
commands.
Appeals
to logos.
 Facts =
trustworthiness.
 Ex: “over 15 million copies
sold!”



Which is the
occurrence of the
same letter or sound
at the beginning of
adjacent or closely
connected words,
can easily get stuck
in your head.
The more it pops into
your head, the more
likely you are to act.


Such as, “are you ready for more?” get the
audience to provide an answer in their heads,
which creates a relationship between them
and the product.
Usually a yes/no answer as long as it is still
positive. Ex: “Doesn’t everyone love a good
meal?” or “Do you like waiting for your internet
to load?”

Since, with a direct address, it appears
as if the advert is talking directly to you,
the product becomes more personal.
These make the
product sound
more interesting
and desirable.
 The better a
product sounds,
the more likely
you are to buy it.

Very attention
grabbing.
 Used either explicitly
(Axe Body Spray) or
implicitly (makeup
brands).

This makes products
easily identifiable,
and therefore
appealing.
 Common examples
include: the
incompetent
husband and the
domesticated
female, as well as
racial stereotypes.

Drawing in experts
or celebrities
draws in their
appeal.
 The “everyone
else is doing it” or
“I want to be like
them” effect.

Ads are usually colorful or visually impactful
in some other way.
 The name of the product is generally large
and easy to spot.
 Other important words might also be larger.
 Ads should “pop.”

A slogan is a phrase associated with the
product, which should be easily
memorable or recognizable. (“Got
Milk?”)
 A jingle is similar but set to a melody and
music. Usually of the “get stuck in your
head” variety. (“Ba-da-ba-ba-ba, I’m
loving it.”)

Some
specific
examples of any of
the previously
discussed tools.