Advertising Techniques

Information

presentation of simple, direct information

Status

associates product use with those who have status and who are successful

Peer Approval

associates product use with friendship / acceptance associates & not using product with lack of friends / less acceptance

Good Taste

associates product with people who enjoy and understand the "finer things in life"

Celebrity Endorsement

associates use of product with a well-known person who endorses the product - sports, movies, television, music, etc

Attraction

associates use of product with increased appeal to other

Join the Gang

everyone else uses the product; why don't you

Entertainment/Humour

associates the product with entertainment and feelings of enjoyment

Intelligence

associates product with smart people who can't be fooled by gimmicks

Independence

associates product with people who can think and act for themselves

Dangling Comparatives

use of phrases such as "Works better in poor driving conditions!"; works better than what? Makes it sound like they are comparing it to another product/brand, but they never do

Catch Phrases & Slogans

emphasis of ad is on catchy phrase or slogan, which can divert attention from informative portion of the ad

Guarantees

Abundant use of "statements such as lifetime guarantee" and "satisfaction guaranteed, or your money back". All promises should be given in writing

Scarcity

Merchant creates a false sense of urgency by claiming that supply or time is limited

Perceptual Contrast

Merchant presents undesirable / inferior option first to make the second option look far superior.

Numerical Claims

Nine out of Ten" may sound good, but many such claims can prove impossible to substantiate. E.g. Did you only survey 10 doctors total? E.g. voted # in ottawa - by whom? Your Mom & grandma

Negative Option:

Merchandise arrives automatically unless the consumer takes steps to stop the shipment and billing.