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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.
