Advertising Techniques
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 look younger, this car will give you status, this magazine will make you a leader-all these commercials are using Glittering Generalities to enhance product appeal. |
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Sex Appeal
Sexiness is used to sell the product. |
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Appeal to Research
Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 k.p.h. |
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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. |
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Emotional Appeal
In this technique, advertisers attempt to get an emotional response from the consumer, which in turn is used to encourage purchase. |
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Transfer
Good feelings about some unrelated concept are linked to the product in hopes that the consumer will purchase. |
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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. |
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Testamonial
A famous or respected person speaks about the qualities of the product or more generally endorses its use. |
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Product Characters
Live action or cartoon characters are associated with a product. |
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Which of the above techniques are used in this example?
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