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3 Basic Ad Appeals:

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3 Basic Ad Appeals:

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  1. ADVERTISING TECHNIQUES:To create superiority within an advertisement, advertisers often resort to one or more of the following 11 ad techniques. Each is common and easy to define.Example of superiority within an ad: “Mobil gasoline in your car gives you 10 more miles to the gallon…more than any other brand.”

  2. 3 Basic Ad Appeals: • Ethos – Emotional Appeal • Logos – Logical Appeal • Pathos – Personal Appeal

  3. The Unfinished Claim: The ad claims that the product is better or has more of something, but never finishes the comparison. “Colgate gives you more.” “Pantene does it with more color, more shine, more sizzle, more!”

  4. The Weasel Word Technique Weasel words sound convincing at first, but upon closer examination, turn out to be empty (uses words like “better, best, most, virtually, refreshes, comforts, tastes, fights”) “The NEW, IMPROVED Lysol!” “Leaves dishes VIRTUALLY spotless!” “BETTER than the rest!” “FIGHTS plaque build-up”

  5. The Water is Wet Technique These ads say something about the product that is true for any brand in that product category. “Brasilia: The 100% Brazilian coffee.” “Super Lash greatly increases the diameter of every lash.” “Brittany Spears Perfume smells differently on everyone.”

  6. The Vague Technique This technique is simply not clear. “Lips have never looked so luscious.” “Herbal Essence makes your hair feel new again.” “…for hair that attracts.”

  7. The Endorsement/Testimonial A celebrity or authority in an ad to lend his/her qualities to the product. Cindy Crawford for Pepsi Tiger Woods for Nike Celebrities in “Got Milk?” ads Doctors, dentists, experts

  8. The Scientific/Statistical Technique An ad that uses some sort of scientific proof or experiment was done, specific numbers are used, and an impressive-sounding mystery ingredient was added “Milk helps build strong bones in 12 ways.” “Special K has 33% more nutrition.” “Sinarest. Created by a research scientist who actually gets sinus headaches.”

  9. The Compliment the Consumer Technique This type of ad flatters the consumer. “You’ve come a long way, baby” “For the real man” “For the special person you are”

  10. Transfer Technique An ad that uses songs, symbols, images, etc. to associate an event or memory with a product. “McDonalds…I’m loving it!” “773-202-LUNA” “588-2300 EMPIRE”

  11. The Rhetorical Question This type of ad demands a response from the audience. A question is worded so that the viewer’s or listener’s answer affirms the goodness of the product. “Toyota – isn’t that the kind of car America wants?” “Shouldn’t your family be drinking Hawaiian Punch?” “Wouldn’t you rather have a BMW?”

  12. Plain Folks Technique An ad which uses “average, everyday people.” “John and Nancy Smith love their new Toyota.”

  13. Bandwagon A technique that asks you to follow the crowd. This appeal assumes that you don’t want to be alone. “Everyone is buying the new, improved Dove soap!” “Michael Jordan eats Wheaties… shouldn’t you?”

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