Glossary of Commonly Used Techniques
Beauty
Appeal: Beauty attracts us; we are drawn to
beautiful people, places, and things.
Celebrity
Endorsement: Associates product use with a
well-known person. By purchasing
this product we are led to believe that we will attain characteristics similar
to the celebrity.
Compliment
the Consumer: Advertisers flatter the consumer who
is willing to purchase their product.
By purchasing the product the consumer is recognized by the advertisers
for making a good decision with their selection.
Escape: Getting away from it all is very appealing; you can imagine
adventures you cannot have; the idea of escape is pleasurable.
Independence/Individuality: Associates product with people who can think and act for
themselves. Products are linked to
individual decision making.
Intelligence: Associates product with smart people who can’t be
fooled.
Lifestyle: Associates product with a particular style of living/way of
doing things.
Nurture: Every time you see an animal or a child, the appeal is to
your paternal or maternal instincts.
Associates products with taking care of someone.
Peer
Approval: Associates product use with
friendship/acceptance. Advertisers
can also use this negatively, to make you worry that you’ll lose friends
if you don’t use a certain product.
Rebel: Associates products with behaviors or lifestyles that oppose
society’s norms.
Rhetorical
Question: This technique poses a question to
the consumer that demands a response.
A question is asked and the consumer is supposed to answer in such a way
that affirms the product’s goodness.
Scientific/Statistical
Claim: Provides some sort of scientific
proof or experiment, very specific numbers, or an impressive sounding mystery
ingredient.
Unfinished
Comparison/Claim: Use of phrases such as “Works
better in poor driving conditions!”
Works better than what?