Advertising Techniques

Problem & Benefit

Selling based on something you need to make yourself better, whether the problem is an actual problem or a perceived one. The target audience may be convinced of a need they’re not even aware of.

Perceived status

Buying the product will make you instantly appear wealthy, cool, popular, attractive, etc. Whatever you desire to be.

Bandwagon effect

(Crossover with propaganda) If the person in the ad is doing it, you can too! If lots of people are doing this/buying this, why aren’t you?

Testimonials

Statements from ordinary people recommending the product (plain folks is a term used with propaganda, not advertising, so be careful here!)

Celebrities

Using famous people to sell a product.

Association

(crossover with propaganda) Linking products with certain values. In order to achieve association with a product, the placement of the product in an ad is important.

Repetition

Strategically showcasing a product or message multiple times within an ad to enhance brand recall and emphasize key elements.

Use of Children

Featuring children in ads to evoke emotions, trust, and a sense of family values, creating a positive and relatable connection with the audience.

Rule of Thirds

Applying visual composition principles by dividing an image into a grid and placing key elements along intersections for a balanced and appealing composition.

Inclusive & Exclusive Language

Tailoring language to embrace inclusivity or exclusivity to resonate with specific target demographics and align with the desired brand image.

Focal Point

Emphasizing a specific area or element in an ad to capture the viewer's attention first, conveying the main message or highlighting a key feature.

Body Positioning/Body Language

Non-verbal communication in ads, including body positioning and facial expressions, to convey emotions and foster a connection with the audience.

Sizing/Perspective

Manipulating the size and perspective of elements to create visual hierarchy, influencing the viewer's perception and emphasizing key elements.

Promotions/Deals

Highlighting special offers, discounts, or exclusive deals to stimulate immediate action and encourage purchases by emphasizing added value.