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Tutorial: Advertising Techniques and How to Avoid Their Tricks SLIDE 1 Advertising is used to sell things, not to inform consumers about healthy choices. Being aware of advertising techniques can help you make healthier choices when buying food and health products. This image shows an example of glittering generalities. This technique makes broad generic claims about a product’s usefulness or greatness. Glittering generalities suggest that the product is something we all want. What are some questions you can ask yourself when you come across this type of advertising? Click the buttons to compare your answers. SLIDE 2 This advertisement shows an example of “Doublespeak.” Doublespeak is a technique in which language is used to be catchy or clever, though it may not make actual connections to the product. When confronted with doublespeak in advertising, some things to ask yourself include: What are the possible meanings for each statement in the ad? Are there more than one meaning? Are the extras suggested by the ad helpful? Are they necessary? What does ‘new and improved’ actually mean? The next screen introduces the technique known as a testimonial. What do you think a testimonial might try to accomplish? Click for the answer. SLIDE 3 This image shows the advertising technique known as ‘Testimonial.’ This technique uses a statement from a famous person to endorse a product he or she may or may not actually use. Testimonials generally make authoritative and wildly positive statements about the product. What are some questions you can ask yourself when you come across this type of advertising? Click the buttons to compare your answers. SLIDE 4 This image shows the advertising technique called ‘Bandwagon.’ This technique is used to suggest that you will be left out of a group if you don’t buy the product. If you don’t purchase this product, you run the risk of being “less cool” or ostracized. Some things to consider when faced with this technique are: Does the information in the ad back up its claims with statistics? If so, are the statistics accurate or exaggerated? If many people use the product, doesn’t that also leave many more who likely don’t use it? If you asked your friends if they use the product, isn’t it very likely that some or most will say no? Click the button below for a brief self-check review of advertising techniques. SLIDE 5 To review, match each advertising technique with the correct term. © KC Distance Learning