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Advertising
Techniques in Magazine
Ads
Bandwagon
A ‘Bandwagon’ advertising technique
appeals to the consumer’s sense of
belonging.
Join the crowd. Everyone is
buying it/ using it/ doing it.
Testimonial
A testimonial ad involves a
famous person or authority
claiming the product is good.
Dennis Leary & Ford
Glittering Generalities
makes promises by using words
like “usually” or “chances are”
Makes you feel positive about a
product that might not deliver what
you are looking for.
e.g. Acne medication, diet
pills
Card Stacking
Facts about the product are not
told
Shows the best features and
ignores all possible downsides
e.g. Automobile ads
Plain Folks
Using regular people to sell
products.
Like bandwagon, it makes the
viewer feel like they are meant
to use the product
Eg. Tiger Woods and Federer with
Gillette
Transfer
A product is associated with
certain people, places, activities
An ‘Association’ advertisement
promises attractiveness, adventure
and/or quality. The consumer
“associates” the product with a
lifestyle.
e.g. Pretty Women + Beer
Name Calling
Name calling advertisements make
their products seem better by using
unpopular terms about the
competition.
e.g. Coke & Pepsi, Cell phone
plans
Can You Identify the
Techniques?
Truth in Advertising
Mention one
important thing
about this ad.
What message is
being conveyed?
What has not been
said about the
product?
What image of our
lifestyle is
portrayed?
Is it a true picture?
Truth in Advertising
Mention one important
thing about this ad.
What message is being
conveyed?
What has not been said
about the product?
What image of our
lifestyle is portrayed?
Is it a true picture?
Truth in Advertising
Mention one important
thing about this ad.
What message is being
conveyed?
What has not been said
about the product?
What image of our
lifestyle is portrayed?
Is it a true picture?