, .
ADVERTISING TECHNIQUES
AVANTE GARDE
The
suggestion that using this product puts the user ahead of the times e.g.
a toy manufacturer encourages kids to be the first on their block to have a
new toy.
FACTS AND FIGURES
Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer
WEASEL
WORDS
“Weasel
words" are used to suggest a positive meaning without actually really
making any guarantee e.g. a scientist says that a diet
product might help you to MAGIC INGREDIENTS
The
suggestion that some almost miraculous discovery makes the product
exceptionally effective e.g. a pharmaceutical manufacturer describes a
special coating that makes their pain reliever less irritating to the
stomach than a competitor`s.
PATRIOTISM
The
suggestion that purchasing this product shows your love of your country
e.g. a company brags about its product being made in America and employing
American workers.
DIVERSION
Diversion
seems to tackle a problem or issue, but then throws in an emotional non-sequitor
or distraction. e.g. a tobacco
company talks about health and smoking, but then shows a cowboy smoking a rugged
cigarette after a long day of hard work.
TRANSFER
Words
and ideas with positive connotations are used to suggest that the positive
qualities should be associated with the PLAIN FOLKS
The
suggestion that the product is a practical product of good value for
ordinary people e.g. a cereal manufacturer shows an ordinary family
sitting down to breakfast and enjoying their product.
SNOB APPEAL
The
suggestion that the use of the product makes the customer part of an elite
group with a luxurious and glamorous life style e.g. a coffee
manufacturer shows people dressed in formal gowns and tuxedos drinking their
brand at an art gallery.
BRIBERY
Bribery
seems to give a desirable extra something. We humans tend to be greedy.
e.g. Buy a burger; get free fries.
TESTIMONIAL
A famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a particular brand of skates.
WIT AND HUMOR
Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.
SIMPLE
SOLUTIONS
Avoid complexities, and attack many problems to
one solutions.
e.g. Buy this makeup and you will be attractive, popular, and happy.
CARD
STACKING
The
propaganda technique of Card-Stacking is so widespread that we may not always
be aware of its presence in a commercial. Basically, Card-Stacking
means stacking the cards in favor of the product; advertisers stress is
positive qualities and ignore negative. For example, if a brand of snack food
is loaded with sugar (and calories), the commercial may boast that the product
is low in fat, which implies that it is also low in calories. Card-Stacking is
such a prevalent rational propaganda technique that gives us only part of the
picture.GLITTERING GENERALITIES
The glittering generalities technique uses appealing words and images to sell the product. The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. This cosmetic will make you
BANDWAGON
Bandwagon is a form of propaganda that exploits the desire of most people to join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want to wear nerdy cloths, smell differently from everyone else, or be unpopular.
The popularity of a product is important to many people. Even if most of us say we make out own choice when buying something we often choose well-advertised items- the popular ones. Advertising copywriters must be careful with the bandwagon propaganda technique because most of us see ourselves as individuals who think for themselves. If Bandwagon commercial is to obvious, viewers may reject the product outright.
OneLove
:::MME:::
