15 Advertising Techniques

1. Association. The linking of a product, service, or idea with something already liked or
desired by the target audience, such as fun, pleasure, beauty, security, intimacy, success,
wealth, etc.

2. Bandwagon Many ads show lots of people using the product, implying that "everyone is
doing it" (or at least, "all the cool people are doing it"). No one likes to be left out or left
behind, and these ads urge us to "jump on the bandwagon.”

3. Beautiful people. Beautiful people uses good-looking models (who may also be
celebrities) to attract our attention.

4. Bribery. An attempt to persuade consumers to buy a product by promising to give us

something else, like a discount, a rebate, a coupon, or a "free gift.” Sales, special offers,
contests, and sweepstakes are all forms of bribery.

5. Celebrities. We tend to pay attention to famous people. Ads often use celebrities to
grab our attention. By appearing in an ad, celebrities implicitly endorse a product;
sometimes the endorsement is explicit.

6. Experts. Experts advise us about things that we don’t know ourselves. Scientists,
doctors, professors and other professionals often appear in ads and advocacy messages,
lending their credibility to the product, service, or idea being sold.

7. Explicit claims. Something is "explicit" if it is directly, fully, and/or clearly expressed or

demonstrated. For example, some ads state the price of a product, the main ingredients,
where it was made, or the number of items in the package – these are explicit claims. So
are specific, measurable promises about quality, effectiveness, or reliability, like “Results in
less than 24 hours!”

8. Fear. Something disliked or feared by the intended audience (like bad breath, failure,
high taxes or terrorism) to promote a "solution.” Ads use fear to sell us products that claim
to prevent or fix the problem.

9. Humor. Many ads use humor because it grabs our attention and it’s a powerful
persuasion technique. When we laugh, we feel good. Advertisers make us laugh and then
show us their product or logo because they’re trying to connect that good feeling to their
product.
10. Intensity. The language of ads is full of intensifiers, including superlatives (greatest,
best, most, fastest, lowest prices), comparatives (more, better than, improved, increased,
fewer calories), hyperbole (amazing, incredible, forever), exaggeration, and many other
ways to hype the product.

11. Plain folks. This technique works because we may believe a "regular person" more
than an intellectual or a highly-paid celebrity. It’s often used to sell everyday products like
laundry detergent because we can more easily see ourselves using the product, too.

12. Testimonials Media messages often show people testifying about the value or quality
of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. We tend
to believe them because they appear to be a neutral third party.

13. New. We love new things and new ideas, because we tend to believe they’re better
than old things and old ideas.

14. Nostalgia. Many advertisers invoke a time when life was simpler and quality was
supposedly better ("like Mom used to make"). This technique works because people tend
to forget the bad parts of the past, and remember the good.

15. Simple solution. Life is complicated. People are complex. Problems often have many
causes, and they’re not easy to solve. These realities create anxiety for many of us.
Persuaders offer relief by ignoring complexity and proposing a Simple solution.
Guiding Question:
How does the ad use language and visual elements to convey value messages?

This advertisement was part of a campaign for Fiat, an Italian automaker. It was published in
various Indian magazines in 2013.
How does the ad use language and visual elements to convey value messages?

For some, purchasing a car is one of the most important milestones for success. This ad
published by Fiat in 2013 captures just this moment. The ad was aimed at the target audience of
the growing working-class in India and appeals to their value of success. It shows a man embracing
the sky and text about buying a first car. Through this advertisement Fiat uses visual rhetoric, text,
and other stylistic features to communicate the message to the growing working-class of India,
that now is the right time to invest in a car.
Fiat uses the man as a subject to appeal to the audience's values of owning a car for
themselves. At the top of the ad, a man is pictured standing next to his Fiat. His arms are spread
wide and he is facing the sky. His facial expressions show emotions of pride, satisfaction, and
success. The euphoric grin can be seen on his face although he is facing away. This is symbolic of
the pride one feels knowing that they have accomplished one of the greatest feats they could have
dreamed of. His eyes are shut, symbolizing how the man is ‘living in the moment’ and can feel
nothing short of success. Through the subject’s facial expressions, the audience gains a good
understanding of what it feels like to own a car. In addition, Fiat further caters to the audience's
values by showing that the man is just like one of them. His apparel is symbolic of that of the
working middle-class of India - not suits, tuxedos, or flamboyant designer items, but a plain button
shirt and long khaki pants. This emphasizes to the audience that this man could be any one of
them, because he is just like them, and that their goals are well within reach, because they too,
could own a Fiat. By showing the state of euphoria and pride that the subject of the photograph is
in, Fiat conveys the fulfillment of owning a car.
The background of the ad is also used to convey the satisfaction in buying a car. The ad is
set on a beach, with glimmering white sand and peaceful blue skies. The colors in the background
are used to manipulate the audience into a feeling of calmness. The light colors symbolize purity
and success, while blue, as a naturally attractive color, is used to make the car seem more favorable
to the audience. In addition to this man’s pose, this setting gives the audience a ‘glimpse of heaven’
and lures them with the joy they could be experiencing. Using this pure, heavenly background, Fiat
is able to attract the audience into buying their cars.
Additionally, the car’s color is also used to further attract the middle class audience. Fiat, as
a brand known for more economical, versatile cars, shows its product in silver to reflect the
socio-economic status of India’s working class at the time. Many of the audience are likely to be
first-time car buyers and therefore appreciate something less flashy and head-turning like Fiat’s
usual lineup of cars. The restrained silver tint pictured caters to just this value. The timelessness of
the color also reflects the audience’s prudence, with silver being one of the easiest colors of cars to
resell. Fiat, using the car’s appearance, is therefore able to further attract the audience to buy a car
from them.
Finally, the textual features in this ad try to convince the audience to do something they
have been waiting to do for a long time, and something they value highly in life: buying a first car.
Throughout the paragraph, fiat weaves in the motif of “making the move”. This ambiguous
statement can be interpreted by the audience in many ways, but in this context, it is referring to
buying a car. Above said paragraph, written in large, bold font, are the words “One day you will do
what you like. Today could be that day.” This is referring to something the audience has been
dreaming of, which is buying a car. Fiat’s word choice of “Today” is a message to the audience that
now is the right time to make such investment. In the paragraph, Fiat empathizes with the
audience’s prudence when they state “They’re all just plans right now. Quietly waiting in a mind
somewhere.” This suggests that the audience has been saving for a long time to make this
purchase, and that Fiat understands them because they acknowledge this. As a result, the
audience views Fiat as a relatable brand which understands them and is more favorable towards it.
Just as the audience are starting to think now is the right time to purchase a car, Fiat persuades
them that it is the right choice with diction such as “now and never”, “fantasy or reality”, or “the life
you want and the life you lead.” This convinces the audience that they must buy the car
immediately, as it will change their lives from “fantasy [to] reality.” Finally, Fiat circles back to the
motif of “the move”, which refers to making the choice to buy the car when they state “There is just
a move. And it’s time you made it.” or written in bold at the bottom, “Now, make the move.” This
convinces the audience that they are just a simple step away from their goal of success. By using
these textual features, Fiat convinces the audience that there has never been a better time to
make this investment.
Ultimately, Fiat, as an economical car brand, appeals to the audience’s values of purchasing
a car. This ad was an attempt to market to the growing middle-class as a result of India’s
socio-economic systems recovering from the prior financial crises. As is shown in the ad, Fiat lures
the audience with the reality that is about to come true and to finish, signaling them to make the
move.

Word Count: 982

Examiner’s Grades and Comments

Criterion A: Understanding and Interpretation 4 out of 5

● How well does the candidate demonstrate an understanding of the text and draw
reasoned conclusions from implications in it?
● How well are ideas supported by references to the text?

The response shows a thorough understanding with some insightful implications. Relevant
references support ideas. Value messages are included throughout the response, but the
candidate needs to do more with language analysis. Visual interpretation is very good and
includes some subtleties, but these same nuances and subtleties are not there when it comes
to interpretation of language, thus holding the score at A4.

Criterion B: Analysis and Evaluation 4 out of 5

● To what extent does the candidate analyze and evaluate how textual features
and/or authorial choices shape meaning?

The visual analysis is insightful and convincing. A range of visual choices are explored, and
there is deep discussion of how these choices shape meaning for the viewer. Visual
choices are evaluated with consistency. While there is some analysis and evaluation in
terms of language choices, more are needed. The candidate has more to do here with
respect to language to warrant B5. Thus, this response settles at B4.

Criterion C: Focus and Organization 4 out of 5

● How well organized, coherent, and focused is the presentation of ideas?

This response is effectively organized, coherent, and focused. The language of the guiding
question is apartments throughout the response, and the focus on value messages is
evident throughout as indicated by the numerous value messages highlighted in green.
The “rich idea” of Fiat persuading consumers that “now” is the time to buy a car is clearly
the focal point in the writing and is linked to frequently, as indicated by pink highlights.
Transitions within paragraphs are very strong, but transitions between paragraphs are very
good - not excellent - and this is what anchors the work at C4.
 Criterion D: Language 5 out of 5

● How clear, varied, and accurate is the language?

● How appropriate is the choice of register and style? (“Register” refers, in this
context, to the candidate’s use of elements such as vocabulary, tone, sentence
structure, and terminology appropriate to the analysis.)

The response maintains a formal academic register throughout. Although there isn’t really
any “wow” vocabulary, the accuracy, command, and confidence of language anchors this
response at D5.
English Language and Literature

8 advertising techniques
Below you see eight standard advertising techniques. Assess your advertisements [you should have
brought 4 examples to class] in terms of which technique is the most evident within your
advertisement.

TASK:

• Read each of the 8 advertising techniques;

• Analyze each of your four advertisements in terms of the BIG 5 – GIVING EVIDENCE
from the text to justify your responses:
o Audience/purpose;
o Content/theme;
o Tone/mood;
o Stylistic devices;
o Structure;
• Write a detailed analysis of WHICH TECHNIQUE is most used in your advertisement –
justifying your response with evidence from the text;

Eight Advertising Techniques:

1. Humor – The advertisement relies heavily on humor. The joke may lie in a misunderstanding or
an ambiguity that makes the advertisement more memorable.
2. Fear – IN advertisements, speeches or even newspaper articles we see that writers and speakers
appeal to their audience’s sense of f ear. If you can make people scared, then they will believe or
buy anything. We see it in advertising, political campaigns and public service announcements. It
is an age-old technique and used by many campaigns f rom the “War on Terror” to the “War on
Drugs.”
3. Bandwagon ef f ect - The bandwagon ef f ect is a propaganda technique that suggests one should
do something because everyone else is doing it. It is an argumentation f allacy, because
something does not have to be true if everyone is doing it. It comes f rom the idea of a parade,
where happy people go by on bandwagons and people in the crowd have the urge to 'hop on'.
The bandwagon ef f ect is an age-old technique used to recruit soldiers f or war or sell hamburgers
to the masses.
4. Shock advertising - Shock advertising is used to gain attention. If an advertisement is
controversial, then it gains f ree publicity throug h the press and on blogs. Even though this kind of
publicity can be negative, it is still publicity nonetheless. Shock advertising leads to brand
awareness and an eventual rise in sales. Many companies that use shock advertising do not
even show their product. The interest is solely on creating a very memorable impact on their

1
 audience. Studies show that shock advertising can be ef f ective f or increasing brand awareness
and sales.
5. Conf lict - Including a conf lict situation in an ad helps sell a product or an idea. This advertising
technique relies on the audience's interest in seeing the conf lict resolved. If you think about how
children are intrigued by f ights in the schoolyard, then you understand how conf lict in advertising
draws our attention to a product. Conf lict in advertising can sometimes lead to shock advertising if
scandalous or controversial, which goes one step f urther in creating a media-hype and drawing
attention to the product or brand.
6. Testimonials - If someone tells you about a personal experience with a product, then you are
likely to believe that person. If that 'someone' is a celebrity, you may be even more likely to buy a
product that he or she is promoting. This kind of story about a personal experience is known as a
'testimonial'. Testimonials are used in advertising and political campaigns to appeal to the
audience's sense of ethos, i.e. that which gives someone credit or a mandate. If a third,
independent party has approved of a product or idea through experience, then the speaker's
voice is validated. What's more, the audience may be able to identif y with person giving the
testimonial. This is why the person f rom the testimonial usually comes f rom the same
demographic group as the target audience.
7. Problem / benef it - If you can convince someone that they have a problem, you can sell them a
solution. This is the kind of persuasive technique used by advertisers and politicians, known as
the problem / solution technique. If an audience can identif y with one characteristic of the
problem, then they can be persuaded to believe that they must buy into the solution.

8. Anti-advertising - An anti-ad draws your attention to and makes you aware of the conventions of
advertising. In ef f ect anti-ads seems to tell the audience that they are smart enough to see
through the tricks played by advertisers. Not only does an anti-ad break the rules of advertising. It
shows you how and why they have done this.

The notion of anti-advertising started in the 1950s with the 'lemon' ad f rom Volkswagen. 'Lemon',
is another world f or a bad car. Calling their cars 'lemons' shocks readers into reading the rest of a
lengthy inf omercial about their strict inspection process at the Volkswagen f actory.

Source: Inthinking: English Language and Literature

http://www.thinkib.net/englishalanglit/page /3007/advertising-techniques