ADVERTISING (1)

Advertising Overview

  • Prepared by Ms. Laarni

  • Credit to the owners of the photos and resources used in the content.

Definition of Advertising

  • Advertising is a form of public promotion aimed at influencing individuals to:

    1. Purchase products and services

    2. Attend events

    3. Build a brand

    4. Win support for a cause

Specific Advertising Techniques

  • A series of techniques are employed to appeal to consumers:

Bandwagon

  • Encourages the audience to join the crowd.

  • Suggests that everyone is using the product, creating a fear of missing out.

Avante-Garde

  • Implies that using the product places the user ahead of others.

Weasel Words

  • Employs ambiguous terms that suggest a positive meaning without guaranteeing results.

Testimonial

  • Utilizes endorsements from famous personalities or authority figures to vouch for the product's quality.

Card Stacking

  • Highlights only the product’s advantages while omitting or downplaying its drawbacks, often presenting half-truths.

Glittering Generalities

  • Appeals to emotions with vague statements.

  • Example: "Creamy. Dreamy. Icy. Chocolatey." (McCafe)

Plain Folks

  • Presents the product as practical and good value for ordinary people.

Name-Calling

  • Promotes the product by highlighting negative aspects of competing products.

  • Example: "Don't get a rotten apple. Trust what's inside Android."

Repetition

  • Involves repeated phrases for memorability and emphasis.

  • Example: "Coca-Cola Coca-Cola Coca-Cola Diet Coke."

Patriotism

  • Associates the product with national pride and love for the country.

  • Example: "Proud to be an American" with Coca-Cola supporting the USO.

Magic Ingredients

  • Indicates that a miraculous or special ingredient makes the product uniquely effective.

Bribery

  • Offers incentives or bonuses for purchasing products.

  • Example: Tim Hortons rewards program offering a free donut with app purchase.

Rhetorical Techniques

  • These techniques are aimed at enhancing the appeal of the advertisement:

Pathos: Appeal to Emotion

  • Positively influences through happiness images (e.g., enjoying Pepsi).

  • Uses negative emotions, like pain, to create a connection (e.g., back problems from the wrong mattress).

  • Evokes emotions like fear and guilt (e.g., starving children).

Logos: Appeal to Logic or Reason

  • Provides evidence and statistics to validate the product's claims.

  • Example: One glass of Florida orange juice provides 75% of daily Vitamin C needs.

Ethos: Appeal to Credibility or Character

  • Convincing consumers of the company's reliability and honesty.

  • Celebrity endorsements strengthen credibility and persuade purchases.

Example of Celebrity Endorsement

  • Cristiano Ronaldo promoting KFC, emphasizing the appeal of shared taste and passion.

Questions on Advertising

  1. What was the advertisement all about?

  2. What rhetorical strategy was evident?

  3. What specific persuasive strategy or technique was used?

  4. What words were used in the advertisement that may convince the audience to buy the product or believe in the advertisement?

  5. Do you think this is an effective technique to advertise the product? Defend your answer.