advertisement techniques

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  1. Weasel words
    • Weasel words: modifier that practically negates the claim that follows. These are words that appear substantial but don't mean anything
    • examples: The feel of, the look of, enriched, fortified, strengthens, helps
  2. Unfinished claim
    • Unfinished claim: claims that the product is better or has more of something but does not finish the comparison
    • example: "you can be sure it's Westinghouse" sure of what?
  3. "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
    • example: "if it doesn't say Goodyear, it can't be polyglass!"
  4. So what claim
    • So what claim: reader reacts by saying "so what"
    • example: Geritol has more than twice the iron supplements
  5. 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
  6. 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"
  7. 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"
  8. Special offer
    • Special offer: offers a discount, coupon or free gift or enticement
    • "buy 6 bagels get 1 free"
  9. Plain folks
    Plain folks: people just like you use that product
  10. Bandwagon
    Bandwagon: advertiser tries to make you feel everybody has this product and if you don't have it too you'll be left out
  11. Repetition
    Repetition: a products name or catchphrase is repeated over and over with goal in mind of having it stick in the viewers mind
  12. ethos
    • 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
  13. logos
    • An appeal to logic or reason
    • Will give you evidence and statistics you need to fully understand what the product does
  14. pathos
    • An appeal to emotion (pull heart strings)
    • Sometimes will appeal positively; other times will appeal negatively
Card Set:
advertisement techniques
2013-02-18 02:35:18
advertisement english 102 persuasion ads

study for english 102 quiz on advertisement techniques
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