Download Ad technique #1 - QAEnglishLanguageandLiterature

Ad technique #1:
Emotional appeal
words and images creating positive feelings are used in the
advertisement. This suggests that positive feelings should be
felt for the product and the user
(can also be a negative ad, where the RELIEF is positive)
Example:
a clothing company shows pretty people wearing their shirts
at a sunny seaside café near a lovely beach
Ad technique #2:
Snob appeal
the suggestion that the use of the product makes the customer
part of an elite group with a luxurious and glamorous life style
Example:
a coffee manufacturer shows people dressed
in formal dresses and suits drinking their brand of coffee
in front of paintings at an art gallery
Ad technique #3:
Bandwagon
the suggestion that everybody is using the product and that
you should too in order to be part of the group
Example:
a credit card company quotes the number
of millions of people who use their card
Ad technique #4:
Glittering Generalities
the use of images or words that are culturally popular and
appeal to the emotions. Product is meant to be valued without
thought or reason.
Examples:
Patriotic colors or flags in the advertisement
Nike: “Just do it” (action good; thought bad)
McDonald’s: “I’m lovin’ it” (Great! Lovin’ what?)
Ad technique #5:
Testimonial
a famous personality is used to recommend the product.
Suggests that if you use the product, you’ll be just like the
stars too!
(it can also be an average person – just like you – who likes the
product)
Examples:
Football stars drinking Pepsi
Beautiful women selling skin creams