What kind of advertisements appeal to you? You see many different advertisements every day. Which ones do you actually remember? This is the ultimate goal of any advertisement: that you remember the advertisement and remember the product being sold. If you remember the product, you are more likely to buy it than one you are not familiar with.
Companies use a variety of techniques to advertise. Scroll through the slideshow below for different examples and then complete the activity at the bottom of the page.
Association is the use of an image or symbol that you will connect to the product. Advertisers hope that you will transfer your feelings for that image to the product and then buy it. Think of something like the American flag and how it would invoke patriotism toward a product. This connection can influence your purchasing decision.
Call to action is an order to buy something "right now." The advertiser tries to convince you that you have an urgent need for this product and that you must have it immediately. This message is intended to impact your decision-making and to influence you to make a purchase.
Claim advertising is an advertiser's attempt to influence your purchasing decision by making claims about how well their product works and how it would help you in your daily life. Think of "as-seen-on-TV" commercials that try to persuade you that you really need their product. If you believe the claims, you are more likely to buy the product.
Games and activities advertising works by enticing you to participate in a game or activity online. As you play the game, you become drawn to the product they are promoting. Advertisers know that if the game catches your attention, it can impress the product on your mind and influence your purchasing decision.
Humor in advertising is used to catch your attention by making you laugh. You notice something funny in a commercial, and you remember the commercial and the product. Later, when you see that product in a store, you might be more willing to buy it.
Fear in advertising is a technique that suggests something you might be afraid of and then offers a product as a remedy for your fear. This can be an effective way to make you want to buy the advertiser's product immediately. The fear of something happening because of not having a product can strongly influence your purchasing decision.
Prizes, sweepstakes, and gifts in advertising are used to make you want to go out and buy a product. The possibility of winning a prize is very hard for some people to resist!
Repetition in advertising is when companies repeat the message about a product. Seeing the advertisement many times will make you remember the product. The more vivid the memory of the seller or the item, the more likely you are to purchase that item.
Sales and discounts in advertising can generate consumers' interest in buying a product by advertising a discounted price.
Testimonials and endorsements in advertising feature a former customer or purchaser of a product speaking about their experience with the product. It can be an average person explaining how much they like the product, or it can be a celebrity endorsing the product. Hearing other people's positive feedback about a product can influence a consumer to buy it.
Look at the example below of different advertisements. Match each one to the corresponding advertising technique.
1. An ad shows a new frying pan that is indestructible. Which advertising technique is this?
The advertisement is making a claim that the frying pan is indestructible.
The advertisement is making a claim that the frying pan is indestructible.
The advertisement is making a claim that the frying pan is indestructible.
2. The biggest movie star in the world posts to social media about his favorite chewing gum. Which advertising technique is this?
The movie star is an influencer on social media and is using this to push a product.
The movie star is an influencer on social media and is using this to push a product.
The movie star is an influencer on social media and is using this to push a product.
3. An ad states that if you do not use a certain mouthwash, you could have bad breath around people. Which advertising technique is this?
Ads can be effective in scaring people into buying a product. It would make you afraid of having bad breath.
Ads can be effective in scaring people into buying a product. It would make you afraid of having bad breath.
Ads can be effective in scaring people into buying a product. It would make you afraid of having bad breath.
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