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P. Denton
Media Literacy
Revised: Winter, 2010
Advertising TechniquesAdvertising TechniquesREVIEWREVIEW
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LOGO• A logo is an image used by commercial
enterprises, organizations and even individuals help promote instant recognition.
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Jingle• A jingle is a short tune used in advertising
and other commercial uses. – Hillshire Farm– Chili’s– Band-Aid– Oscar Mayer Oscar Mager 2– 1970’s Coke– The Clapper
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Celebrity Endorsements
A claim by a celebrity or someone of authority that the product is good or
good for you.
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Testamonial
A claim by someone who has used the product that it worked for them.
(be careful…they might just be a paid actor!)
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Weasel Words
Imply a promise by using words like “usually” or “chances are.”
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Hyperbole/ Exaggeration
Hyperbole is exaggeration or “hype.” (For example, “The greatest automobile
advance of the century!”) The words are impressive sounding but are nonetheless
vague and meaningless. Link
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Repetition
Repetition drives the message home many times. Even
unpleasant ads work if they are repeated enough to pound the
message into our skulls.
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Scale
Advertising a product as bigger or smaller than real life.
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Name Calling
Using unsavory terms about the competition in order to make the
product look better.
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Fear
You should buy this product or something bad could happen to us, our families and friends, or
country.
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Bandwagon
Everyone is doing it or in this case buying it; “in” with the popular
crowd.
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Bribery
Bribery seems to give us something desirable: “Buy one, get one free.” This
technique plays on people’s acquisitiveness and greed. Unfortunately,
there is no free lunch.
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Humor
Humor is a powerful tool of persuasion. If you can make
people laugh, you can persuade them.
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Warm & Fuzzy
Using sentimental images (especially families, kids and
animals) to sell products.
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Beautiful People
Using good-looking models in ads to suggest we’ll look like the
models if we buy the product.
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Scientific Evidence/ Statistics
Scientific Evidence uses the paraphernalia of science (charts, graphs, etc.) to “prove”
something that is often bogus. Statistics and factual information can be used to prove the
superiority of the product.
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Sex Sells
Using sexually charged images to sell a wide variety of
products.
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Be a Hero
Plays into your need to help save the planet, give to charity
or help find a cure for a disease.
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Health Nut
Claims the product to be good for you…which is a matter of
opinion!
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Ohhh, Pretty!
Uses beautiful, intriguing, colorful images to catch your
attention.
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Cartoon Character
Uses a cartoon character to entice children to want the product.
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Ad Techniques?
•Beautiful People
•Bandwagon
•Scientific Evidence
•Problem Solver
•Celebrity
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Ad Techniques?
•Health Nut
•Beautiful People
•Weasel Words
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Ad Techniques?
•Beautiful People
•Problem Solver
•Scientific Evidence
•Bribery
•Weasel Words
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Ad Techniques?
•Beautiful People
•Health Nut
•Cartoon Characters
•Scientific Evidence
•Weasel Words
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Ad Techniques?
•Hyperbole/Puffery
•Beautiful People
•Scientific Evidence
•Bribery
•Weasel Words
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Ad Techniques?
•Beautiful People
•Testimonials
•Scientific Evidence
•Weasel Words
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Ad Techniques?
•Testimonials
•Beautiful People
•Scientific Evidence
•Weasel Words
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Ad Techniques?
•Health Nut
•Beautiful People
•Warm & Fuzzy
•Scientific Evidence
•Weasel Words
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Ad Techniques?
•Warm & Fuzzy
•Beautiful People