Nine Techniques of Advertising youtube/watch?v=1Pk07lQS3gs

Nine Techniques of Advertisinghttp://www.youtube.com/watch?v=1Pk07lQS3gs http://home.olemiss.edu/~egjbp/comp/ad-claims.html

Things you should know… • One basic rule to remember in analyzing ADS is that if any product is truly superior, _____________ • To create the illusion of ________ advertisers often resort to one or more of _____ basic advertising techniques. the AD will say it! superiority nine

Technique #1: The _______ Technique Unfinished • In this technique, the ad claims that the product is ________ or has something ______ but does not _______________ • Example: __________________________________ better more finish the comparison http://www.youtube.com/watch?v=LiLUe2mIO1I

Technique #2: The _______ Technique Weasel Word • _________ is a modifier that makes what follows nearly meaningless. Weasel words sound convincing at first, but upon closer examination turn out to be ______. • The most common weasel words include ____, virtual or virtually, like, acts or works, _____, ______, as much as, ______, ______, _____, the feel of, the look of, tastes, fortified, enriched, ______. Weasel Word empty helps up to strengthened can be comforts refreshes fights

Weasel Words cont. • The reason so many ads need to use weasel words are because they are ______ products (a product in which most of the brands are nearly ______). Advertising is used to create an illusion of _______. Examples of parity products are _______ and _______. • Example: ______________________________ parity identical superiority cigarettes soap http://www.youtube.com/watch?v=1zx8j7s7-RQ

Technique #3: The “________________” Technique We’re Different and Unique • This technique states simply that there is nothing else quite like the product advertised. • The ______ claim is supposed to be interpreted by readers as an indication of ________. • Example:__________________________ uniqueness superiority http://www.youtube.com/watch?v=fJmBdZ9czO8

Technique #4: The “_______” Technique Water is wet • These ads say something about the product that is ____ for any brand in that _____________. The claim is usually a statement of _____ but not a real _______ over the _______ though it is made to sound like one. • Example: Mascara that…..*gasp* lengthens your lashes!_____________________ true product category fact advantage competition http://www.youtube.com/watch?v=1MEPtijJ5Ow

Technique #5: The ______ Technique Vague • This technique is simply not _____. The key to the _____ ad or commercial is the use of _____ that are colorful but meaningless as well as the use of _____________________ that defy verification. Most of these ads contain ________. • Example: __________________________ clear vague words subjective and emotional opinions weasels

Technique #6: The ________ or _______ Endorsement Testimonial • This technique uses a _______ or ________ in an ad to lend his or her stellar qualities to the product. Sometimes the people actually claim to ___________, but sometimes they don’t. • Example: __________________________ celebrity authority use the product http://www.youtube.com/watch?v=-JdCr_t1Rfg

Technique #7: The ________ or ________ Technique Scientific Statistical • This kind of ad refers to some sort of _____________ or ________, to very specific _________, or to an impressive-sounding mystery ingredient. • Example: __________________________________ scientific proof experiments numbers http://www.youtube.com/watch?v=wWGVmS_alJQ

Technique #8: The ________________ Technique Compliment the Consumer • This type of AD ________ the ________. • Example: _________________________ flatters consumer http://www.youtube.com/watch?v=owGykVbfgUE http://www.youtube.com/watch?v=KivcTnThCBw&feature=related

Technique #9: The ______________ Rhetorical Question • This technique demands a _______ from the ________. A question is worded so that viewer’s or listener’s answer affirms the ______________. • Example:__________________________ response audience product’s goodness http://www.youtube.com/watch?v=Ww8R1-FoOI8

SPOT THE ADVERTISING TECHNIQUE!

http://www.youtube.com/watch?v=KERwnA8VfFM Vague; Compliment the Consumer http://www.youtube.com/watch?v=yFz1I6xTao8 Vague http://www.youtube.com/watch?v=3TE_TCYhdT0 Testimonial; Compliment the Consumer; We’re Different and Unique http://www.youtube.com/watch?v=HPwm6IsnvmU Vague http://www.youtube.com/watch?v=8QjcyAWO5Jo Scientific; Compliment the Consumer; We’re Different and Unique http://www.youtube.com/watch?feature=player_embedded&v=R55e-uHQna0 Vague

Nine Techniques of Advertising youtube/watch?v=1Pk07lQS3gs