Download Advertising Technique facts and figures: Sta

Name ______________________________________________________ Period ________________
Various factors influence consumer decisions, such as peer pressure, impulses, desire for status and advertising
techniques like:
Advertising Technique
facts and figures: Statistics and objective factual information is
used to prove the superiority of the product e.g. a car
manufacturer quotes the amount of time it takes their car to get
from 0 to 100 k.p.h. 1
glittering generalities: The glittering generalities technique uses
appealing words and images to sell the product. The message this
commercial gives, through indirectly, is that if you buy the item,
you will be using a wonderful product, and it will change your life.
This cosmetic will make you look younger, this car will give you
status, this magazine will make you a leader-all these commercials
are using Glittering Generalities to enhance product appeal. 1
jingles/slogans: Jingles, slogans, logos and other symbols are
among the variety of tools companies employ to build and
maintain their brands. The idea is that continually including a jingle
in ad messages improves recognition and, therefore, brand
awareness. Achieving high levels of awareness in your target
audience gives you greater potential to influence purchase intent
and gain market share relative to competitors.2
Testimonial: In a testimonial, an end user of a product or service,
as opposed to the manufacturer or creator, attests to its
effectiveness and explains how others can benefit. Testimonial
advertising uses a number of techniques
 Celebrity Endorsement: In a culture in which everyday
people are enamored with the rich and famous, celebrity
endorsements can be a powerful testimonial technique.
These endorsements are most effective when the product
or service they promote is easily identifiable with the
celebrity's image or specialty. For example, a professional
sports star can tout the benefits of a piece of sporting
equipment, or an attractive movie star can endorse a line
of beauty products.
 Expert Opinion: The expert opinion technique explains the
benefits of products that are more technical. A doctor
wearing a white laboratory coat may praise the
effectiveness of a new medicine or medical treatment, or
an engineer may cite the benefits of a piece of safety
equipment. The endorser's expertise in the field adds
credibility to the product or service and also can alleviate
fears consumers might have about trying something new
and unfamiliar.
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Example
From http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm
http://yourbusiness.azcentral.com/jingle-advertising-techniques-12915.html
3
by Chris Joseph, Demand Media http://smallbusiness.chron.com/techniques-testimonials-advertising-11792.html
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http://www.answers.com/topic/emotional-appeal
5
http://www.buzzle.com/articles/promotional-advertising-ideas.html
2
Name ______________________________________________________ Period ________________

Man on Street: The "man-on-the street" interview is a
testimonial technique to help consumers identify with a
product. Rather than offering the opinion of a celebrity or
expert to build credibility, this method attempts to show
customer satisfaction by a user who in many ways
resembles members of the target audience. The interview
subject is asked to try a new product, and is shown to
enjoy the experience. The message conveyed is, "If this
person likes it, you will, too."
 Satisfied Users: Testimonials from satisfied customers can
come the form in letters that appear in printed
advertisements. The letters, often from longtime users,
praise the product or service and explain how it changed
their lives for the better. In general, each comment
focuses on one specific benefit the product or service
offers, such as saving time or money, ease of use, low cost
or speed of results3
Bandwagon: Bandwagon is a form of propaganda that exploits the
desire of most people to join the crowd or be on the winning side,
and avoid winding up the losing side. Few of us would want to
wear nerdy cloths, smell differently from everyone else, or be
unpopular.
The popularity of a product is important to many people. Even if
most of us say we make out own choice when buying something
we often choose well-advertised items- the popular ones.
Advertising copywriters must be careful with the bandwagon
propaganda technique because most of us see ourselves as
individuals who think for themselves. If Bandwagon commercial is
to obvious, viewers may reject the product outright. 1
emotional appeal: Type of advertising in which the copy is
designed to stimulate one's emotions, rather than one's sense of
the practical or impractical. When copywriters use emotional
appeal in advertising, they are attempting to appeal to the
consumer's psychological, social, or emotional needs.4
free gifts/rewards: Promotional advertising gifts open the buyer's
mind to the brand, company name, and the slogan. The buyer,
with the help of these gifts, gets acquainted to a particular logo
and a brand name. Moreover, as the gifts are given away for
free, the potential buyer readily accepts it.5
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Check the first column if this technique will work for your invention.
Watch tv, look through magazines & newspapers, look at billboards and find examples
of each type of advertising.
From http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm
http://yourbusiness.azcentral.com/jingle-advertising-techniques-12915.html
3
by Chris Joseph, Demand Media http://smallbusiness.chron.com/techniques-testimonials-advertising-11792.html
4
http://www.answers.com/topic/emotional-appeal
5
http://www.buzzle.com/articles/promotional-advertising-ideas.html
2