Terms in this set (14)
Using a famous person or pro athlete to sell a product
Effective because we admire celebrities, and want to be more like them by using the same products
What are some brands that use a lot of celebrity testimonials?
Relies on the notion that "everyone" has this product, so you need it too
Effective because it is human nature to do what is popular or socially acceptable
Putting down another product/company by making it look undesirable (not necessarily calling them a name)
Effective because of comparison factor
Companies have to be careful not to infringe upon copyright laws
Repeating words, slogans, images, or sounds to reinforce message
Effective because people generally need to see/hear something several times in order to remember it
Meaning "new and experimental," this ad technique suggests that a user will be "ahead of the times" by using a product
Relies on the desire to be a trend-setter, and be the first one to own a new item
Facts & Figures
Using facts, numbers, and statistics to convince a target audience that a product is effective
Convincing because "facts don't lie," but they CAN be spun, so beware!
Do Good (for someone else)
Making someone believe that they are doing a good thing for yourself, someone or something else by purchasing a product
Often appears in the form of an included donation to a charitable cause
Effective because people like to feel good about themselves after purchasing
Words or language that sound great and might suggest that something wonderful will happen, but mean absolutely nothing.
Slice of Life
Presenting realistic problems that the target audience can relate to, features "real people" (not celebrities)
Effective because issues are relatable
Audience thinks "If it worked for them, it will work for me too!"
Using a hypothetical situation that is feared by the target audience in order to present the product or service as a "solution"
"Fears" can range from bad breath to high taxes and everything in between
Words, images, or sounds that appeal to your five senses.
Close ups, high definition images, color schemes, clear exaggerated sounds
Persuades a target audience to buy a product by giving them something extra for free, so they feel they are getting maximum value for the $ they spend
Discounts and promotional pricing fall under this category (ex. BOGO sales)
Using funny or clever words and images to promote a product in a positive light
Effective because it grabs our attention, sticks with us after viewing, and we associate positive feelings with the product
Especially common in Super Bowl ads
Uses spin to "stack the deck" in favor of a product, i.e. focus on the positive qualities while ignoring the negative
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