Bandwagon

Suggests that everyone is using the product

Bandwagon

Consumers buy the product because they want to fit in.

Bandwagon

Consumers assume that if others buy it, the product must be good.

Celebrity Spokesperson / Endorsement

Shows a popular celebrity promoting a product

Celebrity Spokesperson / Endorsement

Consumers transfer their respect or admiration for the celebrity to the product.

Celebrity Spokesperson / Endorsement

Consumers associate the celebrity with the product.

Emotional Appeals / Transfer

Taps into certain emotions such as happiness, sadness, excitement, pity, fear, and security

Emotional Appeals / Transfer

Emotions prompt consumers to feel a certain way about a product.

Emotional Appeals / Transfer

Loaded Language = positive / negative effect

Glittering Generalities

Uses vague words - such as patriotism and freedom - that bring to mind values people agree with; often provides little or no concrete evidence

Glittering Generalities

Consumers accept this information often without questioning why no evidence was given to support the claim.

Humor

Makes the consumer laugh; often gives little or no information about the product

Humor

Consumers remember the ad and the product.

Individuality

Appeals to consumers' desire to be different from everyone else; the opposite of the bandwagon appeal

Individuality

Consumers celebrate their own style or rebel against what others are doing.

Individuality

Consumers think of the product as different, fashionable, or cool.

Purr Words

Uses words that have positive connotations like "tasty," "fresh," or "sensational"

Purr Words

The words make the product seem more desirable.

Purr Words

The words appeal to consumers' emotions rather than their reason.

Repetition / Slogan

Uses specific words, phrases, or images that are spoken or shown over and over again

Repetition / Slogan

Consumers remember the phrases and associate them with the product.

Snob Appeal

Taps into people's desire to be special or part of an elite group

Snob Appeal

Consumers associate being special or elite with the product, service, or idea.

Ethical Appeal

Tries to gain support for claim through an appeal to accepted moral values

Ethical Appeal

Consumers feel compelled to support worthy moral causes because it is the "right thing to do."

Humor

Identify the main persuasive technique used in this McDonald's ad.

Slogan

Identify the main persuasive technique used in this Nike ad.

Bandwagon

Identify the main persuasive technique used in this Gap ad.

Individuality

Identify the main persuasive technique used in this Jazz Festival ad.

Emotional Appeal to Fear

Identify the main persuasive technique used in this Traffic Safety ad.

Celebrity Spokesperson / Endorsement

Identify the main persuasive technique used in this M&M ad.

Transfer

Identify the main persuasive technique used in this Political ad.

Ethical Appeal

Identify the main persuasive technique used in this Public Safety ad.

Purr Words

Identify the main persuasive technique used in this Herbal Essences Shampoo ad.

Ethical Appeal

Identify the main persuasive technique used in this General Motors ad.

Repetition / Slogan

Identify the main persuasive technique used in these assorted ads.

Snob Appeal

Identify the main persuasive technique used in this Alfani Designer Clothing ad.

Transfer / Emotional Appeal

Identify the main persuasive technique used in this GANT clothing ad.

Individuality

Identify the main persuasive technique used in this Travel Channel ad.

Celebrity Spokesperson / Endorsement

Identify the main persuasive technique used in this Got Milk? ad.

Ethical Appeal

Identify the main persuasive technique used in this Eye Donor ad.

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