A look at some of the different techniques used by advertisers. Includes emotional appeal, humourous appeal, sexual appeal, facts and figures, bandwagon, plain folks, snob appeal, etc.

2. Advertisement Appeals
1. Glittering Generalities : usually one
word is singled out,
and it sounds
appealing, but is
difficult to define
1. Ex: dignity, freedom,
fame, integrity, justice,
tasty, sensational

3. Advertisement Appeals
2. Transfer: transferring ideas and emotions
from one thing to another (simile or metaphor)
 Ex: “Tommy Hilfiger designs clothes for men
that are as classic as a ‘55 Thunderbird”
 “ Smoke a Mint Fresh and get a breath of
springtime”

4. Advertisement Appeals
2. Transfer: transferring ideas and emotions
from one thing to another (simile or metaphor)

5. Advertisement Appeals
2. Transfer: transferring ideas and emotions
from one thing to another (simile or metaphor)

6. Advertisement Appeals
3. Hidden Fears: playing upon the
individual’s insecurities

7. Advertisement Appeals
3. Hidden Fears: playing upon the
individual’s insecurities

8. Advertisement Appeals
4. Testimonial: endorsement by a well-
known individual or organization

9. Advertisement Appeals
4. Testimonial: endorsement by a well-
known individual or organization

10. Advertisement Appeals
5. Emotional Appeal: attempts to create
positive or negative emotions in the viewer
(ex: joy, jealousy, sadness, rage, etc.)

11. Advertisement Appeals

12. Advertisement Appeals
http://www.youtube.com/watch?v=Q8-N8t_P3oE

13. Advertisement Appeals

14. Advertisement Appeals
Warning: the next slide contains a graphic image
that some viewers may find distrubing

15. Advertisement Appeals
This is
also
testim
o n ia l

16. Advertisement Appeals
6. Facts and Figures: using proven facts
and numbers (ex: statistics)

17. Advertisement Appeals

18. Advertisement Appeals
7. Bandwagon: the suggestion that
everyone is doing it; ex: “#1 Best Seller!”
“Everyone has one!”

19. Advertisement Appeals
7. Bandwagon: the suggestion that
everyone is doing it; ex: “#1 Best Seller!”
“Everyone has one!”
This is
a
facts/f lso
igures

20. Advertisement Appeals
8. Plain Folks: appeals to simple living
(ex: old-time mom and pops; country folk)

21. Advertisement Appeals
8. Plain Folks : appeals to simple living (ex:
old-time mom and pops; country folk)

22. Advertisement Appeals
8. Plain Folks : appeals to simple living (ex:
old-time mom and pops; country folk)
This is
also
transfe
r

23. Advertisement Appeals
9. Snob Appeal: appeals to the rich life and
the desire for status

24. Advertisement Appeals
9. Snob Appeal: appeals to the rich life and
the desire for status

25. Advertisement Appeals
9. Snob Appeal: appeals to the rich life and
the desire for status
This is
also nal
emotio
l
appea

26. Advertisement Appeals
10. Sexual Appeal: either direct or
underlying, through images or words

27. Advertisement Appeals
10. Sexual Appeal: either direct or
underlying, through images or words

28. Advertisement Appeals
11. Humourous Appeal: the reality of the
ad would be a ridiculous concept to viewers

29. Advertisement Appeals
11. Humourous Appeal: the reality of the
ad would be a ridiculous concept to viewers
This is
also
sexua
l
appea
l

30. Advertisement Appeals
11. Humourous Appeal: the reality of the
ad would be a ridiculous concept to viewers

31. Advertisement Appeals
11. Humourous Appeal: the reality of the
ad would be a ridiculous concept to viewers

32. What Appeals Do You See?
testim Facts / figures
o n ia l
nal?
otio to
Em ire
(des se)
plea

33. Now that you know how the advertisers do it,
you will be more aware of why certain
products are persuasive.
No more
m e d ia
y pn osis!
h

34. If you know why you are persuaded by something,
you will be a wiser, less-biased consumer.
Mor e
one y for m
s
ean or
m hat ney f
you!
T o
r e m ants !
mo l p
co o