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AdvertisingAdvertising
Techniques in Magazine Ads
Bandwagon
A ‘Bandwagon’ advertising technique appeals to the consumer’s sense of belonging.
Join the crowd. Everyone is buying it/ using it/ doing it.
Testimonial
A testimonial ad involves a famous person or authority claiming the product is good.
Wayne Gretzky & Tylenol
Image AdvertisingImage Advertising
A product is associated with certain people, places, activities. The implied message is one of attractiveness, wealth, enjoyment etc.
e.g. Buy Lotto 6/49
Weasel
A ‘Weasel’ ad is an implied promise by using words like “usually” or “chances are”
e.g. Any exercise machine ad
Omission
Facts about the product are not told.
e.g. Automobile ads
RepetitionRepetition
Stating the product’s attractive qualities again and again.
e.g. Only $49.95…That’s 49.95!!! Really?!?! Only $49.95? Yes Bob, only $49.95.
ScaleScale
Making a product biggerbigger or smallersmaller than it actually is.
e.g. Toys - (dinky cars, dolls, action figures)
AssociationAssociation
An ‘Association’ advertisement promises attractiveness, adventure and/or quality. The consumer “associates” the product with a lifestyle (similar to Image Advertising).e.g. Pretty Women + Beer
Name CallingName Calling
Name calling advertisements make their products seem better by using unpopular terms about the competition.
e.g. Coke & Pepsi, Toothpaste
Can You Identify the Techniques?
Truth in AdvertisingTruth in Advertising
Mention one important thing about this ad.What message is being conveyed?What has not been said about the product?What image of our lifestyle is portrayed?Is it a true picture?
Truth in Advertising
Mention one important thing about this ad.
What message is being conveyed?
What has not been said about the product?
What image of our lifestyle is portrayed?
Is it a true picture?
Truth in AdvertisingTruth in Advertising
Mention one important thing about this ad.
What message is being conveyed?
What has not been said about the product?
What image of our lifestyle is portrayed?
Is it a true picture?
Truth in Advertising
Mention one important thing about this ad.
What message is being conveyed?
What has not been said about the product?
What image of our lifestyle is portrayed?
Is it a true picture?