P. Denton

Media Literacy

Revised: Winter, 2010

Advertising TechniquesAdvertising TechniquesREVIEWREVIEW

LOGO• A logo is an image used by commercial

enterprises, organizations and even individuals help promote instant recognition.

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

Celebrity Endorsements

A claim by a celebrity or someone of authority that the product is good or

good for you.

Testamonial

A claim by someone who has used the product that it worked for them.

(be careful…they might just be a paid actor!)

Weasel Words

Imply a promise by using words like “usually” or “chances are.”

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

Repetition

Repetition drives the message home many times. Even

unpleasant ads work if they are repeated enough to pound the

message into our skulls.

Scale

Advertising a product as bigger or smaller than real life.

Name Calling

Using unsavory terms about the competition in order to make the

product look better.

Fear

You should buy this product or something bad could happen to us, our families and friends, or

country.

Bandwagon

Everyone is doing it or in this case buying it; “in” with the popular

crowd.

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.

Humor

Humor is a powerful tool of persuasion. If you can make

people laugh, you can persuade them.

Warm & Fuzzy

Using sentimental images (especially families, kids and

animals) to sell products.

Beautiful People

Using good-looking models in ads to suggest we’ll look like the

models if we buy the product.

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.

Sex Sells

Using sexually charged images to sell a wide variety of

products.

Be a Hero

Plays into your need to help save the planet, give to charity

or help find a cure for a disease.

Health Nut

Claims the product to be good for you…which is a matter of

opinion!

Ohhh, Pretty!

Uses beautiful, intriguing, colorful images to catch your

attention.

Cartoon Character

Uses a cartoon character to entice children to want the product.

Ad Techniques?

•Beautiful People

•Bandwagon

•Scientific Evidence

•Problem Solver

•Celebrity

Ad Techniques?

•Health Nut

•Beautiful People

•Weasel Words

Ad Techniques?

•Beautiful People

•Problem Solver

•Scientific Evidence

•Bribery

•Weasel Words

Ad Techniques?

•Beautiful People

•Health Nut

•Cartoon Characters

•Scientific Evidence

•Weasel Words

Ad Techniques?

•Hyperbole/Puffery

•Beautiful People

•Scientific Evidence

•Bribery

•Weasel Words

Ad Techniques?

•Beautiful People

•Testimonials

•Scientific Evidence

•Weasel Words

Ad Techniques?

•Testimonials

•Beautiful People

•Scientific Evidence

•Weasel Words

Ad Techniques?

•Health Nut

•Beautiful People

•Warm & Fuzzy

•Scientific Evidence

•Weasel Words

Ad Techniques?

•Warm & Fuzzy

•Beautiful People