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Ad Techniques

1. Advertisements use various techniques to imply promises and suggest benefits of products. They transfer positive feelings through visual imagery, lifestyle portrayals, and emotional hooks. 2. Common techniques include using attractive models, lifestyle portrayals, bandwagon effects, testimonials and slogans to imply social acceptance. Ads also employ humor, emotional words and colors to positively influence viewers. 3. Successful ads identify target audiences through research then apply techniques like common fears, desirability and urgency to influence purchasing decisions. Visual elements like focal points, logos and packaging aim to attract attention.

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145 views

Ad Techniques

1. Advertisements use various techniques to imply promises and suggest benefits of products. They transfer positive feelings through visual imagery, lifestyle portrayals, and emotional hooks. 2. Common techniques include using attractive models, lifestyle portrayals, bandwagon effects, testimonials and slogans to imply social acceptance. Ads also employ humor, emotional words and colors to positively influence viewers. 3. Successful ads identify target audiences through research then apply techniques like common fears, desirability and urgency to influence purchasing decisions. Visual elements like focal points, logos and packaging aim to attract attention.

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© © All Rights Reserved
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Download as PPT, PDF, TXT or read online on Scribd
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Advertisement Techniques

May 18th,2020
1. The Promise
► The promise of an advertisement is what is
implied or suggested that the product will
do for the customer. For example, if you
brush your teeth with crest, your teeth will
be whiter and cleaner. The ad might also
show a pretty model in a spotless bathroom
brushing her straight white teeth. The
promise transfers these other implied
images
2.Visual Imagery
► The images featured in the ad are visually
magnetic. They are attractive, use color and get
your attention! The image your eyes focus on first
is called the FOCAL POINT.
► Most products sell well because they come in
attractive packaging. An attractive model is often
used to endorse a product. Often, an image will
have nothing to do with the product. An
advertisement set on a beautiful beach in the
Bahamas has nothing to do with drinking soda, yet
disconnected images evoke positive feelings.
►
3. Bandwagon effect
► Bandwagon is the impression that everyone
is buying it, The ad tries to make you feel
left out. Everyone is getting a cell phone
these days, shouldn’t you?
► Four out of five dentists recommend Crest
toothpaste. What do they know that you
don’t?
4.Sex appeal
► Thissimply means other people will think
that you are more attractive or desirable
because you use the product. An attractive
model may be used to gain your attention.
5.Emotional Transfer
► Positivefeelings about the people and things in
the ad are transferred to the consumer; using the
product will make you feel like the people in the
ad. For example, a credit card ad shows people
having fun at a fancy party.
► A cold winter landscape is used to transfer the
feeling that you get when you bite into a York
peppermint patty. “The taste that hits you like a
cool breeze”.
6.Lifestyle
► The product might be associated with a desirable
lifestyle and appeals to our need to fit into society.
You’re not just buying a gym membership, you’re
buying a healthy lifestyle!
► An ad features a rich man driving a Rolls Royce
eating Grey Poupon dijon mustard; this implies
you to can live a rich luxurious life style if you eat
this brand of mustard.
7.Testimonial
►A well known person declares the product to be
terrific. Sydney Crosby tells you to wear Reebok
skates. This appeals to our need to find
acceptance and security by modeling our selves
after hero figures.
► Another trend in advertising is to have people tell
how pleased they are with the product. Another
trend is to get a cartoon character to endorse a
product. Tony the Tiger says, ”Eat Frosted Flakes
because THEY’RE GREAT”.
8.Knowing your target audience
► The key to a successful ad seems to be in
identifying the audience; that is, the type of
person most likely to want to buy the product.
Advertising agencies spend millions of dollars in
research to find out the interests, fears, needs and
wants of different groups of people. This field is
called demographics. For example, life insurance
companies might target people between the ages
of 40 and 75 who don’t smoke. Toy companies
want to gain the attention of a younger audience.
9.Slogan
►A slogan is a memorable catch phrase that is
used to gain the consumer’s attention.

► “Mmm…I’m lovin” is the slogan McDonalds


uses to get you thinking about their food.
► “Subway eat fresh” is another popular
slogan.
► I should have bought it when I saw it at
MARDENS!
10.Logo
►A logo is a simple picture or design that is
used to help consumers easily identify their
product or service. For example, when we
see the golden arches we instantly know it
is McDonalds. The Nike checkmark is
another popular logo.
► How many students in your class have logos
on their clothing?
Other Techniques
► Happy Times Avante Guarde
► Humor Bribery
► PlainFolks Patriotism
► Snob Appeal Urgency
► Credibility Facts and Figures
► Common Fears
► Emotional Words
Happy Times
► Everyone in a McDonalds ad is having a
great time while they chow down on their
Big Macs and Fries. The ad is designed to
evoke positive feelings.

► Peopleare having a fabulous time in a


vacation ad for the Bahamas.
Humour
► Thisis an emotional hook used to gain your
attention; again, it is a tool to evoke
positive feelings about the product.

► Forexample, Captain Obvious, a hotel guru,


randomly appears in a hotel room while a
concerned family voices their concern for an
exaggerated disgusting hotel room where
nobody would ever sleep.
Plain Folks
► Thisis the kind of no nonsense ad that
appeals to ordinary people. It usually
promises a product that works and saves
money. For example, a regular family hops
into a fuel efficient mini van.
Snob Appeal
► Some products are expensive and will covey
the message that only certain people are
good enough or cultured enough to have this
product. If you buy this luxury Ferrari then
you are truly special.
► A wall street business man sports a ROLEX
watch because it makes him appear more
important and sophisticated. The ad says,”it’s
not a watch. It is a time TIME PIECE.
Credibility
► Credibility means you can trust the product.
► The A&W fast food establishment has been
around since 1956; therefore, they must
know what they are doing.
► Mike Holmes, famous master carpenter and
reality TV star uses DeWalt tools; therefore,
if they are good enough for him, then they
are good enough for you.
Common Fears
► If you don’t use Quaker State motor oil,
your car engine won’t last.
► If you don’t use Aussie Shampoo, your hair
won’t be shiny.
► If you don’t have ROGERS, your phone will
die or you will have a terrible phone plan.
► This technique in these ads have an
emotional NEGATIVE AFFECT.
Emotional Words
► Emotional words can be very persuasive.
► Weasel Words are vague qualifiers. Consider
the expressions: NEW AND IMPROVED,
FRESH FROZEN, HELPS FIGHT CAVITIES and
VIRTUALLY SPOTLESS.
► Magic Words exist in ads to make something
seem more important. Remember LUXURY
TIME PIECE or what about GERMAN
ENGINEERING.
Avante Garde
► Thistechnique puts you ahead of everybody
else. Be the first person on the block to get
the new waterproof iphone 7.

► This
technique creates the need to be
ahead of everyone else.
Bribery
► If you buy the MIRACLE KNIFE today we will
also give you the GINSU STEAK knife free…
but wait. If you order know, we will triple
the offer. That is $500 value !
► This technique tricks the consumer into
believing they are getting a great deal !
Patriotism
► Thistechnique shows buying a certain
product shows your love for your country.
► Crosby’s Molasses is made in Canada.
► Other products are sure to mention they
were made in Canada !
Urgency
► Hurry Hurry Hurry! Order now while
supplies last !
► The ad is suggesting you buy their product
as soon as possible.
Facts and Figures
► Advil
pain medicine. Offers pain relief with
20mg of codeine.

► Thenew Nissan sedan gets better mileage


than any other car on the road !

► Some consumer like this detailed


information.
Emotional Hook
► Thead has the solution to an imagined
problem. Ads are not logical. They are short
pieces of fiction that seduce our emotions
and try to get us to feel a certain way.
Emotional hook techniques include:
COMMON FEARS, TESTIMONIAL,
LIFESTYLE, TRANSFER,HUMOUR and HAPPY
TIMES
Emotional Colors
► Redand Orange are warm and powerful
and suggest energy.
What to look for!
► What is the promise of the product?
► What emotional hook is being used?
► Testimonial? Common Fears? Lifestyle?
► Does the ad use emotional TRANSFER?
► Is the ad visually attractive?
► Is there a logo or a slogan?
► Who is the target audience?

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