Persuasive Techniques in Advertising
The following are some specific strategies that advertisers use. Often, they overlap with the rhetorical appeals (ethos, logos, pathos).
Avante Garde
The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy.
Apple's "Think Different" slogan utilized this technique .
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Glittering Generality
Glittering generalities is a technique which is filled with words that have positive connotations attached to them. At times, it can also be vague in conveying the true meaning behind the message. It can be used for spreading a positive message or making people or viewers believe in an organization, political party, or even products. The words like "good", "healthy", "low fat", "home", "freedom", "sensational", "peace", or "tasty" are all examples of it.
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Weasel Words
“Weasel words” are used to suggest a positive meaning without actually really making any guarantee. A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. A dish soap leaves dishes virtually spotless.
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Magic Ingredients
The suggestion that some almost miraculous discovery makes the product exceptionally effective. A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.
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Patriotism
The suggestion that purchasing this product shows your love of your country. A company brags about its product being made in America.
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Transfer
Positive words, images, and ideas are used to suggest that the product being sold is also positive. A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.
Often highly visual, this technique often utilizes symbols superimposed over other visual images. An example of common use of this technique in the United States is for the President to be filmed or photographed in front of the country's flag.
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Plain Folks
The suggestion that the product is a practical product of good value for ordinary people. A cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
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Snob Appeal
The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous lifestyle. A coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
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Bribery
Bribery offers you something “extra.” Buy a burger; get free fries.
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Bandwagon
The suggestion that you should join the crowd or be on the winning side by using a product—you don’t want to be the only person without it!
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Association
Associating a product or company with a famous person, catchy jingle, desirable state of being or powerful emotion creates a strong psychological connection in the customer. Sporting equipment companies use successful athletes in their ads, automakers display their cars in front of mansions, brewers show their beer consumed by groups of friends having fun and cosmetic companies sign celebrities to represent their products. These ads encourage an emotional response in customers, which then is linked to the product being advertised, making it attractive through transference.
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Humor
These kinds of commercials or showcase of a viewpoint concentrates on making the viewers laugh. Either with cartoons, sketches, or having a comic undertone, an advertisement is presented. At times, the information of the product or a message is not enough. But the idea behind this is to get the commercial stick in viewers' minds in a positive way and influence them into buying it.
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The Water is Wet
"Water is wet" claims say something about the product that is true for any brand in that product category, (for example, "Schrank's water is really wet.") The claim is usually a statement of fact, but not a real advantage over the competition.
Samples of the "Water is Wet" Claim
"Mobil: the Detergent Gasoline." Any gasoline acts as a cleaning agent.
"Great Lash greatly increases the diameter of every lash."
"Rheingold, the natural beer." Made from grains and water as are other beers.
"SKIN smells differently on everyone." As do many perfumes.