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4 Conclusion
Based on the case studies, one can see the most commonly used techniques that
advertisers use to create a need for their product. These include an emphasis on fitness, humor,
sexual innuendo, taglines or slogans, emotional manipulation, celebrity endorsements, and
modifications on the original product. Advertisements for Bacardi and Vitamin Water, for
example, use sexual innuendo, but in very different ways. Bacardi uses sexual innuendo to
create an aura of exclusivity, while Vitamin Water uses it in a more rebellious sense that amuses
its audience.
These techniques are utilized to draw in viewers and cause them to believe that the
product can improve their lives, either socially or physically. It is important to be aware of this
as a consumer and to be sure that informed choices are being made, and that the claims of the
product are strictly true. An example given previously is that of Gatorade, which has benefits
only for the serious athlete and can do little for the casual exerciser other than to provide
refreshment.
This paper was intended to provide readers with an overview of advertising techniques
through a discussion of the advertisement industry and several case studies from within the
beverage market. With the proliferation of advertisements in society through every medium,
from television to internet, it is extremely important that consumers be aware of both the
techniques used to manipulate them and the actual worth of the product.
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