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Advertising Claims Flashcards | StudBud
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Advertising Claims
Advertising Claims
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1
The rhetorical question... (for claims)
a question is asked and your answer should affirm the product's value
is an obvious question
Is an unanswered question
Demands a response from the audience
2
"Compliment the consumer claim" - The claim directly appeals to you through flattery. What is an example?
The lady has taste
We made this for you because you deserve it
We think a cigar smoker is someone special
You've come a long way, baby
3
The Weasel Claim
All of the above
Is ultimately empty
Looks great
Negates the claim that follows
4
Pathos, most likely to use things that are:
deep (in the feels).
nostalgic
shared experiences
all of the above
5
When you claim there is nothing like this (and therefore it's superior)
We're the the only good ones claim
We are the best above the rest
We're different and unique claim
One of us claim
6
The scientific or statistical claim
makes sense
is rooted in truth
uses truth
uses details that sound factual
7
The endorsement or testimonial...
uses celebrity or authority that claims to use it
uses celebrity or authority
uses experiences
relies on famous people
8
Ethos: related to
Ethnic
Ethical
authortity
Credibility
9
Okay, Sherlock. What is an example of the 'Water is Wet' claim?
This mascara makes your lahes longer
I am Kenough
We are a burger
Water hydrates
10
"So What?" claim is like "water is wet", except...
It claims an advantage not shared by other brands
It doesn't really say anything
It claims it's something everyone should know
So why, not so what
11
The Unfinished Claim suggests the product is 'better' or has 'more' of something but does not finish the comparison
True
False
12
Logos: related to
reasoning
emojis
emotion
facts
13
This one is simply unclear. The vague claim...
Uses meaningless and subjective opinions
Is confusing but makes sense
Is bright and colourful but doesn't say much
Uses meaningful and objective opinions
