Advertising Techniques

Avante Garde

The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy.

Weasel Words

used to suggest a positive meaning without actually really making any guarantee. A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. A dish soap leaves dishes virtually spotless.

Magic Ingredients

The suggestion that some almost miraculous discovery makes the product exceptionally effective. A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.

Patriotism

The suggestion that purchasing this product shows your love of your country. A British company brags about its product being made in the UK.

Transfer Positive

Words, images, and ideas are used to suggest that the product being sold is also positive. A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.

Plain Folks

The suggestion that the product is a practical product of good value for ordinary people. A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.

Snob Appeal

The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

Bribery

Bribery offers you something “extra.” Buy a burger; get free fries.

Bandwagon

The suggestion that you should join the crowd or be on the winning side by using a product—you don’t want to be the only person without it!

Brand Loyalty Appeal

The brand loyalty appeal tells consumers that a specific brand is better than the rest, and that they would be cheating themselves to use anything but this brand.

Glittering Generality Appeal

The glittering generality appeal contains statements that greatly exaggerate the benefits of the product. This appeal is also used to convince consumers that they will improve the impression they make upon others if they use this product.

Humour Appeal

The humor appeal uses jokes, funny scenarios, and silly pictures which are intended to capture the consumer's attention through the use of humour.

Progress Appeal

The progress appeal tells consumers that a product is a new and better product than one formerly advertised.

Reward Appeal

The reward appeal tells consumers that they will receive a special prize or gift if they buy a product.

Scientific Evidence Appeal

The scientific evidence appeal gives consumers the results of survey or laboratory tests to provide confidence in a product.

Testimony Appeal

Testimony appeal includes a promotion by a well-known person who says that a product or service is the best one for the consumer.

Appeal to Fear/Guilt

Advertisement suggests that bad things can happen, or you will feel increased guilt, if this product is not bought or if this advice is not followed.

Sex Appeal

This can be linked with false image appeal. The difference is that with sex appeal, there may not be any link made between the obvious sexual intent of the image, and the product itself (i.e. selling motorcycles by having models in bikinis sit on them).

Greenwashing

“A growing number of consumers say they’re willing to pay more for products with a sustainability message. But when ads make something sounds better for the environment than it actually is, that is called greenwashing.” (Truth in Advertising)