Advertising Techniques Study Guide #2 Study Guide
1) Loaded Words: Words with strong assoication such as "home," "family," "dishonest," and "wasteful."
2) Transference: Attempts to make the audience assoicate positive words, images, and ideas with a product and its users.
3) Name Calling: Comparing one product to another and saying it is weaker or inferior in quality or taste.
4) Glittering Generality: Using words that are positive and appealing, but too vague to have any real meaning, like "pure and natural."
5) Testimonial: A product is endorsed by a celebrity or by an expert.
6) Bandwagon: The advertiser tries to make you feel like everyone else has the product and if you don't have it too, you'll be left out.
7) Snob Appeal: The opposite of the bandwagon technique, snob appeal makes the case that using the product means the consumer is better/smarter/richer than everyone else.
8) Repetition: A product's name or catchphrase is repeated over and over, with the goal of having it stick in the viewer or listener's mind.
9) Flattery: The advertiser appeals to the audience's vanity by implying that smart/popular'rich people buy the product.
10) Plain Folks: The advertiser says or implies that people just like you use a product.
11) Emotional Appeals: The advertiser appeals to people's fears, joys, sense of nostalgia, etc.
12) Fact and Figures: Using statistics, research, or other data to make the product appear to be better than its competitors.
13) Special Offer: The advertiser offers a discount, coupon, free gift, or other enticement to get people to buy a product.
14) Urgency: The advertiser makes you feel like you need the product right away.