advertisement techniques

• 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

• 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?

• 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!"

• So what claim: reader reacts by saying "so what"
• example: Geritol has more than twice the iron supplements

• 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 proof or experiment very specific numbers
• "easy off has 33% more cleaning power than another popular brand"

• 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