 | Term | Definition |
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Symbols |
Emotional; Larger than reality words, designs, places, ideas, music, etc that symbolize traditions, nationalism, power, religion, sex, etc. |
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Hyperbole |
Exaggeration using impressive language, vague or meaningless |
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Fear or Defensive Nationalism |
Uses fear, usually of the enemy; scapegoating, blaiming problems on a person, group, race, religion. |
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Humor |
Powerful emotion involving provoking laughter to hype product or service. |
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Lie(big) |
Most people want to belive the truth, read fine print. |
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Maybe (hype and lie combo) |
Outrageous claims proceeded with a "maybe, might, or could." |
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Testimonial or Hero Endorsement |
Use of famous people, respected institutions, or ideas to sell product. |
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Repitition |
Says the same thing in different ways; drives the message home. |
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Plain Folks |
Promotes product or service in humble origins; common. |
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Strength |
Firm, bold, strong, confident image of a leader; often combined with plain folks |
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Name Calling |
Frequent, direct/indirect; combined with hype, truth, and lies. |
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Flattery |
Telling or implying that your targets are something that make them feeling good, often what they want to be. |
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Bribery |
Seems to give something desirable for support of purchase; everyone wants something for nothing |
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Diversion |
Seems to tackle a problem or issue, then throws in an emotional non-sequitar or distraction |
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Denial |
Allows you to avoid being attached to something unpopular; direct/indirect. |
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Card Stacking |
Selecting facts so that they give a false or misleading impression; only telling part of the whole story. |
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Bandwagon |
Insists that "everyone is doing it;" plays upon universal loneliness and America's obsession with concept of winning. |
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Simple Solutions |
Reduces complexities; isint used when selling to "intellectuals;" attaches many problems to one solution. |
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Scientific Evidence |
Uses the paraphernalia of science for "proof" that gives a misleading impression. |
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Group Dynamics |
Uses group behavior, replacing "I" with "We". |
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Rhetorical Questions |
Get the target agreeing, saying yes, to the sales pitch |
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Nostolgia |
Takes advatage of the fact that people forget the bad aspects of the past; refers to good memories causes people to think a product is good. |
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Information |
Presentation of simple direct information. |
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Status |
Associates product use with those who have status, who are successful, and who enjoy and understand the "fine things in life." |
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Peer Approval |
Associates product use with friendship and acceptance. |
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Sexual Attraction |
Associates product with increased sexual appeal. |
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Entertainment |
Associates product with entertainment and feeling of enjoyment |
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Intelligence |
Associates product with smart people who cant be fooled by gimmicks |
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Independence |
Associates product with people who can thinks and act for themselves. |
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Unfinished Comparison |
Uses phrases such as, "works better in poor driving conditions!" Work's better than what? |
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Bait and Switch |
Unethical; used to entice the consumer with bargains that are too good to be true than are shown a similar but different more expensive item in the store. Often high-pressure slaes tactics are used; illegal in most states. |
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Exploitation of fears and misgivings |
Unethical; ad feeds on consumers fears. |
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Supermarket Specials |
Unethical; adverisement for products that are not in stock or not ready at the advertised price. |
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Out-of-Context Quotations |
Unethical; Comments by a noted person or passage from a story taken out of context to imply and endorsement of a product of service. |
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