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Advertising and Persuasive Strategies
Bandwagon Appeal, Repetition, Association, & Other Techniques
© Naomi Rockler-Gladen
Sep 9, 2008
What strategies do advertisers use to persuade you to purchase products? Here's a basic primer about the
most popular and effective advertising techniques.
Advertising is a multi-billion dollar industry with one main goal: persuading people to buy products. This is an
industry that’s spent an enormous amount of time and effort to figure out the best strategies for getting you
to do exactly what they want. As a consumer, it’s in your best interests to understand the techniques used
by advertisers to get you to buy their products.
Here are some of the common techniques and strategies used by advertisers.
The Bandwagon Appeal
The bandwagon appeal is an advertising technique that makes the claim that a product is desirable because
it is being used by lots of desirable people -- therefore encouraging the consumer to “jump on the appeal is
commonly used in products that are sold to children and teenagers, but "keeping up with the Jones" snob
appeals are used to sell products to adults as well, especially cars and luxury goods.
Celebrity Testimonial
Celebrity endorsements are the oldest trick in the book, and you would think we know longer care what
brand of underwear Michael Jordan wears or what kind of appliances Kelly Ripa uses. Nonetheless,
celebrity pitches stick in peoples minds, so even if we know better than to buy something just because a
famous person claims to like it, we nonetheless remember the pitch and the product.
The Association Principle
Association is an advertising technique that involves drawing a mental link between a product and desirable
qualities of various kinds that may include attractiveness, wealth, success, family, patriotism, or security.
These appeals are usually implicit, as no one jumps onto the screen and says, "You're patriotic and love
your family, don't you? If so, shop at Wal-Mart!" Instead, these ads show images and story lines that
represent these values, like a Wal-Mart ad that shows a single mother buying Fourth of July merchandise for
her adorable children.
Emotional Appeal
Emotional appeals are advertising techniques in which the advertiser tries to play up on the emotions of the
audience, often in lieu of information that might appeal to an audience rationally. One kind of emotional
appeal is the fear appeal, where the advertiser implicitly or explicitly draws upon people's anxieties to sell a
product. For example, a security alarm company might show a scenario where the home of a mother and
her children is burglarized. Advertisers also appeal to sentiment, often through images like babies, cute
animals, and touching parent-child interactions.
Repetition
One of the most simple techniques used by advertisers is repetition. Look closely at any ad and you're likely
to see repeated images of the product's name and logo. In a TV or radio ad, the product's name will be
stated regularly. Advertisers also create repetition by running an ad frequently. When it comes time to make
a purchase, and the name of one of the products on the shelf has been repeated to the consumer many
times, that product might just stand out enough for the consumer to choose it..
Use of Humor
Of course, one of the most effective ways to get the audience's attention is to be funny -- if the attempt
works and doesn't misfire. Humor is one of the best ways to break through the "noise" of all the competition
advertising messages out there and get people to pay attention to the sales pitch.
Advertisements aren't put together haphazardly. Advertisers carefully choose time-tested techniques to
persuade audiences to purchase products. These are some of the most popular, and effective, techniques
that they use to make sure that you buy the product they want to sell you.
The copyright of the article Advertising and Persuasive Strategies in Advertising Influence is owned by
Naomi Rockler-Gladen. Permission to republish Advertising and Persuasive Strategies in print or online
must be granted by the author in writing.
Propaganda
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Techniques used to influence
opinions, emotions, attitudes or
behavior.
The purpose is to benefit the
sponsor.
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It appeals to the emotions not
the intellect.
It is not negative or positive.
The purpose is to persuade.
Characteristics of
Propaganda
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In advertising the purpose is to claim
“superiority” in order to sell product.
Weasel Words - modifiers that look
substantial but are meaningless.
Weasel Words: tackles, comforts,
refreshes, fights, helps, virtually…
Makes audience believe in
something or want to do something.
Recognizing Propaganda
Techniques
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Bandwagon
Testimonial
Snob Appeal
Plain Folks
Patriotism
Evidence Claims
Glittering Generalization
More Propaganda…
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Transfer
Slogan
Wit and Humor
Rewards
Name-Calling
Big Lie
Scapegoat
Bandwagon
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persuasive technique that invites you
to join the crowd.
Everybody’s doing it!
Often uses weasel words
Testimonial
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Statement endorsing an idea/product
by a prominent person.
Product can be inside or outside
particular field.
Musical artists,
Sports giants,
Actors/actresses
<><>
Snob Appeal
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Aims to flatter
Makes assumption/ insinuation that
this product/idea is better than
others…
Thus, those that use it are too.
“Avant Garde” ahead of the times.
The Ultimate driving
machine
<>
Plain Folks
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Opposite of Snob Appeal
Identifies product/idea with a locality
or country
Practical product for ordinary people.
Like a good neighbor…<>
Patriotism
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Purchase will display love of country.
Person will financially help the
country.
…built
American tough<>
Evidence Claims
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Facts and Figures – statistics to
prove superiority.
Magic Ingredients – suggests some
miraculous discovery makes product
exceptionally effective.
Hidden Fears – suggests that user is
safe from some danger.
<><><>
Glittering Generalization
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Weasel words used.
Statement jumps from a few cases to
all.
“Glittering” because it’s falsely
attractive

Often used by politicians
Transfer
Positive feelings/desires are connected
to a product/user
Transfers positive feelings we have of
something we know to something we
don’t.
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<>
Sex Appeal
Love/ Popularity
Fame
Wealth
Power
Slogan
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A catchword or phrase loaded with
emotion
Often sells through repetition
Clever and easy to remember
Stays with you a long time
Often a melody you already know
“Trust Sleepy’s
For the ‘rest’
Of your life”
<>
Engaging Techniques:
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Wit and Humor – diverts audience
and gives a reason to laugh often
through the use of clever visuals
and/or language.
Rewards – bonus awarded to
consumer for purchase. (Toys,
gimmicks, rebates, free payment,
etc.)
Name - Calling
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A way of smearing an opponent
Intent is to damage opponent
It also arouses suspicion of
opponent
Intention is to create an uneasy
feeling

Used by politicians and product
companies
Big Lie
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An outrageous falsehood
Captures attention because it’s so
outrageous
Somehow staggers audience into
believing it
Scapegoat
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A person carrying the blame for
others
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Retreats to prejudice rather than
reason
Mostly used in the political arena
Wins audience through association
or sympathy
Buyer Beware
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Be a conscientious
consumer
Know what devices are
trying to influence you
Then…
Make an informed
decision
Sources
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http://images.google.com
www.motordesktop.com/
wallpaper_sportscars1.php
www.operationhomerun.org/
photos_cash.htm
www.amerimark.com/cgi-bin/
amerimark/cate_id/a...
Sources continued:
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www.autointell.net/.../
ford-ranger01.
htmwww.uwhc.org.uk/
dental.htm
http://images.google.com
Assignment: Product
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Name
Claim
Audience
Advertising Campaign
3 Propaganda
Techniques
6 slide minimum
As a propaganda technique, the term bandwagon suggests an imaginary
vechicle carrying leaders or candidates of a cause or carrying large banners
and/or posters. This group has a huge group of people following behind and all
are in support of that leader/candidate.
A bandwagon is a high, ornate wagon in which a band rides as in a circus
parade.
Unfortunately, most of us like to swim with the sharks rather than stand alone, so
we are likely to be carried along.
Beware of this technique. It’s a lot easier to be joiner than to stand alone.
Bandwagon is a propaganda technique that suggests an image of a vechicle
carrying a leader/candidate
A company hires a famous celebrity figure to promote a particular product or
topic. This is particularly powerful
If a product 8s
Sex Appeal if you use this product you be more attractive to members of the
opposite sex. You will look sexy to everyone.
Love or Popularity- This will make everyone love you and like you. You will be
popular and a trend setter. Watch out for this one. Everyone likes attention.
Fame – You will gain fame (attention) if you use this.
Wealth-by having this product you will appear wealthy. The wealthy and affluent
use this. You get what you pay for.
Power- This will give you power over people. You’ll have an “edge” over others.