Card Set Information
advertisement english 102 persuasion ads
study for english 102 quiz on advertisement techniques
Weasel words: modifier that practically negates the claim that follows. These are words that appear substantial but don't mean anything
: The feel of, the look of, enriched, fortified, strengthens, helps
Unfinished claim: claims that the product is better or has more of something but does not finish the comparison
: "you can be sure it's Westinghouse" sure of what?
"We're unique" claim
We're unique: claim states that there is nothing else quite like the product being advertised. The uniqueness is interpreted to be superior
: "if it doesn't say Goodyear, it can't be polyglass!"
So what claim
So what claim: reader reacts by saying "so what"
: Geritol has more than twice the iron supplements
Endorsement or testimonial
Endorsement or testimonial: celebrity appears in ad to lend stellar qualities to their product. Most times the people do not even use the product.
ex. Michael Jordan selling shoes
Scientific or statistical claims
Scientific or statistical claims: scientific proof or experiment very specific numbers
"easy off has 33% more cleaning power than another popular brand"
Flattery or compliments
Flattery or compliments: advertisers appeal to thr buyer's vanity by implying that beautiful or smart people buy their products.
"we think a cigarette smoker is someone special"
Special offer: offers a discount, coupon or free gift or enticement
"buy 6 bagels get 1 free"
Plain folks: people just like you use that product
Bandwagon: advertiser tries to make you feel everybody has this product and if you don't have it too you'll be left out
Repetition: a products name or catchphrase is repeated over and over with goal in mind of having it stick in the viewers mind
An appeal to credibility or character
Often involves statistics from reliable sources
Tries to convince you that the company is more reliable, honest, and credible
Ex. 9 out of 10 dentists recommend crest
An appeal to logic or reason
Will give you evidence and statistics you need to fully understand what the product does
An appeal to emotion (pull heart strings)
Sometimes will appeal positively; other times will appeal negatively