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Transcript
Introduction to
Advertising:
Advertising
Techniques
Power of the Media
Part 2
Advertising Appeals
(Techniques)
Refers to the approach used to
attract the attention of consumers
and/or to influence feelings toward a
product, service, or cause.
The following are some of the more
common
Appeal to Emotions
• Ads that manipulate
emotions
• Offer wishful thinking
• Flattery
• Ridicule
• The ooooh, aaaaaah factor
AVANTE GARDE
• Using the product puts you ahead of
the times
• Ahead of others
• Be the first
• Look ahead
• Be progressive
• Limited
BANDWAGON
• Implies that it is widely used
• Encourages joining the
crowd
• Everyone is doing it
• Everyone is using it
• Jump aboard
Notice: Often
includes, both
genders,
various ethnic
groups and
various ages
BRAND LOYALTY
• Relies on their reputation
• Recognizable logo
• Recognizable color
• Often need no words to
identify
Glittering Generality
• Appealing words
• Appealing images
• Words sound good, but really
mean very little
Health and Wellness
• Offers idea of wellness
• Offers idea of fitness
• Good for heart
• Make you healthier
• Help lose weight
Music and Slogans
• Tunes & Songs
• Beats
• Jingles
• Rhymes
Break me off a piece of that ….
I don’t wanna grown up, I’m a …
You’re in good hands….
Patriotism
•
•
•
•
•
Promotes country
Suggests patriotism if used
Uses Colors
Flags
Slogans “Made in the USA”
PLAIN FOLKS
• Good value
• Ordinary people use it
• No stars used to sell it
REWARD APPEAL
• Something free
–Toy in the box
–Points
–More product
–Buy one get one
SCARCITY APPEAL
• Limited time
• Limited number
AAMS Platinum
Ticket (limited
number available)
Item#: 2009aamsplatinum
$550.00
SCIENTIFIC
•
•
•
•
•
•
Statistics
Facts
Charts
Graphs
Output data
Dangers
SENSES
• Uses Smell
• Touch
• Sound
• Sight
• Taste
CBS Embeds a Video Playing Ad in a Print Magazine
SIMPLE SOLUTIONS
Problems solved simply by
use
Simple to use
Ex. Buy this toothpaste and get
the guy
SNOB APPEAL
•
•
•
•
•
•
Be part of an elite group
Better than most
Luxurious/gold, diamonds
Glamorous/streamlined
High profile life style
Wealthy
TESTIMONIALS
• Promotes with famous
people
• Sometimes ordinary
people
• Big groups
TRANSFER
• Transfer what you see and
apply it to your self
• That could be me
• These are positive
transfers
WEASEL WORDS
• “Feel good words”
• Words that are vague or have
little meaning
• Words that catch you attention
and make you feel good
• Not necessarily completely
true….ex.. Biodegradable….fine print says takes 75
years, “better than all the rest”, “may”, “reduces”, etc.
WIT AND HUMOR
•
•
•
•
•
Makes you laugh
Entertains
Pictures, words, gestures
Puts a smile on your face
Makes you feel good
Things to Remember
• Most ads consist of 3 or more
techniques
• Not everyone sees the same
things
• Understanding techniques helps
you be a smarter consumer.