Advertising Techniques

Author's credibility, trustworthiness, and experience/knowledge

these words sound convincing but turn up empty

Use of symbols that pack a strong punch with a message--can be negative or positive

This technique says something about the product that is true for all products like it

the word __________ is constantly used in ad, but never actually says what it does

"Join the Club. Wear Club Khakis."

Using facts, statistics, logic in arguement

Using words like "family, neighbor, children, home" to gain confidence of targeted audience

Flatters the consumer

"Wouldn't you rather have a Buick?"

Using words like "elite, exclusive, more than Average Joe" to gain confidence of audience

Stirring emotion through loaded language or vivid description

"Whiter, cleaner, fresher" invite reader to fill in the blank

Using a celebrity or authority in an ad