Persuasive Techniques in Advertising Challenge 1

The following are some specific strategies that advertisers use. Often, they overlap with the rhetorical appeals (ethos, logos, pathos).

Avante Garde

The Avant-Garde technique in advertising refers to the strategy of promoting a product as being new, innovative, and ahead of its time. The idea is to associate the product with cutting-edge trends, futuristic concepts, or artistic expression to appeal to consumers who want to be seen as forward-thinking or part of an exclusive, avant-garde group. It suggests that using the product will set consumers apart from the mainstream, positioning them as pioneers or trendsetters.

Why It Works:

• Appeals to Innovation: By positioning a product as ahead of its time, the ad appeals to consumers’ desire to be on the cutting edge of technology, style, or culture.

• Creates Exclusivity: Consumers are drawn to the idea of being "first" or part of a select group that embraces innovation, making them feel special or unique.

• Fosters a Sense of Adventure: The association with the avant-garde often appeals to those who wish to break free from tradition and embrace new, exciting possibilities.

Apple's "Think Different" slogan utilized this technique . 

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Glittering Generality

Glittering Generalities is a persuasive technique in advertising where vague, emotionally appealing terms or phrases are used to evoke positive feelings without providing any concrete details. These words or phrases are typically associated with ideals or values that most people find admirable, such as freedom, democracy, health, success, or happiness. They are designed to persuade consumers to associate the product with these positive emotions or qualities, even though the product itself may not necessarily embody them.

Why It Works:

• Appeals to Emotion: Glittering generalities tap into deeply held values and positive emotions, which can motivate consumers to feel good about a product without questioning its actual benefits.

• Lack of Specificity: Because the terms are broad and unspecific, they are difficult to argue against. The audience is left with positive associations without needing actual evidence or details.

• Creates a Positive Image: The use of these terms makes a product or brand seem admirable and desirable, aligning it with universally accepted ideals or feelings.