English - Advertising technique definitions

Avant garde

The product will put the consumer ahead of the crowd by having the product first. (e.g. apple due dates)

Bandwagon

A consumer is attracted to a cause, agrees to join an organization or club, or purchase an item because of its popularity. The consumer is persuaded to follow the crowd rather than to use evidence to justify a choice (e.g. school water refill with number of “bottles saved”)

Facts and Figures

An advertiser uses statistical evidence and facts to prove that product is better than another. A manipulative logos.

Anti-advertising

An anti-ad draws your attention to and makes you aware of the conventions of advertising. In effect anti-ads seem to tell the audience that they are smart enough to see through the tricks played by advertisers. (e.g. Sydney sweeny American eagle ad)

Glittering generalities

Using words that are positive and appealing, but too vague to have any real meaning, like “pure and natural”. Essentially buzz words that boost serotonin. (e.g. chocolatey, dreamy, pure, natural)

Hidden fears

Provides the audience with a persuasive message that emphasizes a serious threat or harm that might come to them if they do not do what is asked of them in the advertisement. (e.g. dark skin -> buy whitening products)

Patriotism

When an advertiser implies that buying the product will show a love of country (e.g. drinks from Canada)

Plain folks

Opposite of using celebrities. When an advertiser implies that the product is great value for everyday “plain folks”, relatability and fomo is used to sell a product.

Probelm/ benefit

If you can convince someone that they have a problem, you can sell them a solution. (e.g. before and after photos)

Testimonial/ endorsement

When an advertisement connects a famous or respectable person with a product through the use of quotations or endorsements from that person. Three types: unironic, ironic or related.

Wit, humor and sarcasm

The consumer is attracted to a product because the advertisement makes them laugh or entertained.

Snob appeal

An advertisement implies that the product will make the consumer part of the rich, famous or elite group.