The advertiser suggests that the product will put the
consumer ahead of the crowd by having the product
e.g. a toy manufacturer encourages kids to be the
first on their block to have a new toy.
When a consumer is attracted to a cause, agrees to
join an organization or club, or purchase an item
because its popularity. The consumer is persuaded to
“follow the crowd” rather than to use “evidence” to
justify a choice
It exploits the desire of most people to join the crowd
or be on the winning side, and avoid winding up on
the losing side. Few of us would want to wear nerdy
cloths, smell differently from everyone else, or be
When an advertiser stresses only the positive qualities
and does not tell any of the negative ones. The
consumer is given only one side of the story about a
Emotional Word Repetition
When a consumer is conditioned to remember or
persuaded to buy a product or service by
repeating, again and again in different tones, the name
of the product or service.
When a consumer is persuaded by specially chosen
words that can have many different positive meanings.
The advertiser implies that using their fabulous
product will make the consumer’s life wonderful.
This cosmetic will make you look younger, this car
will give you status, this magazine will make you a
A light, rhythmical verse or short song used by
When an advertiser implies that the product is a great
value for everyday, “plain folks.”
e.g. a cereal manufacturer shows an ordinary
family sitting down to breakfast and enjoying
When an advertiser implies that the product will help
the consumer to avoid complex problems, or the one
product will fix several problems.
e.g. Buy this makeup and you will be
attractive, popular, and happy.
Catchword or motto used by an advertiser.
10 of the Most Successful and Famous Advertising Slogans of All Time:
1- AT&T: "Reach Out and Touch Someone"
2- Nike: "Just Do It"
3- AllState: "You're in Good Hands"
4- Geico: "Fifteen minutes could save you 15% or more."
5- Almond Joy/Mounds: "Sometimes you feel like a nut, sometimes you don't."
6- Maxwell House: "Good to the Last Drop"
7- Wheaties: "Breakfast of Champions"
8- Campbell's Soup: "M'm! M'm! Good!"
9- Kellogg's Rice Crispies: "Snap! Crackle! Pop!"
10-And last but not least, the short but sweet, "Got Milk?" By the Milk Campaign
started in 1993.
Article Source: http://EzineArticles.com/4201276
3 Common Traits of Famous
1- They are Catchy and Recognizable: Sometimes this can be annoying, but let's face it. A successful advertising slogan is always
memorable and always seems to have a way of sticking in your head. This should be your goal as well. So here are some of the most
common and effective ways of doing that:
-Alliteration: This is the repetition of the first consonant sound in two or more words within a sentence or phrase. For instance, "You'll
never put a better bit of butter on your knife." This is an advertising slogan from Country Life Butter.
-Made up words: Another technique you can try is to make up a fun, new word to be clever and stick out in the mind's of your audience,
such as Louis Vuitton's "Epileather", or Gordon's and Tonic's "Innervigoration."
-Puns: A Pun is a play on words that can be funny and unique and another great way to stand out amongst the crowd and be
remembered. A great example of this would be Moss Security's slogan, "Alarmed? You Should Be."
2- Brandname Recall: This is another important quality of an effective advertising slogan. It is so important that your slogan helps
your audience to remember your brandname and who you are or what you stand for. So try to say something that can incorporate
your company's name such as, Kay Jewelers', "Every kiss begins with Kay." or Charmin's, "Please don't squeeze the Charmin."
3- Focus on Benefits over Features: Another one of the things to hone in on when working on your copy for an advertising slogan
is to include the main benefits of your products or services. For example, the slogan written by the Mercedes Benz company,
"Engineered like no other car in the world," makes a clear statement to the customer that a Mercedes will be made better than any
other car out there!
With every advertising campaign that you undertake, it is important to always focus on the benefits over the features. As they say,
"Sell the sizzle, not the steak!" Tune in to emotions not details and features to ensure that you create a famous advertising slogan that
will be memorable and successful for years!
So if it is your ambition to create a winning brand with a catchy and memorable advertising slogan, be sure to make it unique and
connected to your key benefits and company name and you'll be sure to have a winning, house-hold catch phrase that everyone
knows and remembers 10 or even 20 years from today!
Article Source: http://EzineArticles.com/4201276
When an advertiser implies that the product will
make the consumer part of the rich, famous or elite
e.g. a coffee manufacturer shows people dressed in
formal gowns and tuxedos drinking their brand at
an art gallery.
Target or Intended Audience-
Advertisers use audience research to find out what kinds of people buy their products. This is called a
demographic profile. They use this information to create advertising that will influence these
people specifically. This specific group is called a target audience. Here are some of the most
common characteristics that are included in a demographic profile.
Level of Education
Individual Employment Income
Reason Not in Labor Force
Primary Language in Household
Number of Adults in Household
Presence of Children by Age
Home Ownership/Market Value
Tenure in Current Residence
County of Residence
This list is a small part of the Scarborough Category List. The list includes 295 major categories of
consumer, media, and retail behavior for market areas throughout the United States.
When an advertiser connects a famous or respectable person with a product
through the use of quotations or endorsements from that famous or
respectable person such as:
Celebrities. The advantage is instant recognition and interest. Just make
sure you select a celebrity who has an image that is compatible with your
brand personality. (A testimonial, by the way, requires that the celeb actually
uses the product. A "celebrity presenter" simply talks about the product.)
Interesting users. Select real users who also happen to be interesting or
amusing in themselves. Perhaps they have a bold personality, or an
interesting job. Or an unusual appearance. Or perhaps they've accomplished
something that sets them apart, like winning the bronze medal in the 20 km
walking race at the 2000 Olympics.
Experts. The doctor, the scientist, the computer whiz, the professional chef.
These are people we look up to. People who have credibility because of their
general or specific expertise.
Average citizen. The average citizen tries the product in the ad. Or explains
why she switched. Or the benefits he now enjoys. They reflect a mirror image
of the target audience, and that's what makes them believable.
When a consumer is persuaded to buy a product or
service because it is associated with something
attractive or respectable.
e.g. a textile manufacturer wanting people to wear
their product to stay cool during the summer
shows people wearing fashions made from their
cloth at a sunny seaside setting where there is a
When an advertiser uses words to imply meaning or
facts without actually making a guarantee.
e.g. a scientist says that a diet product might help
you to lose weight the way it helped him to lose
Wit and Humor
When the consumer is attracted to a product because
the advertisement makes them laugh, or it is
"ADVERTISING TECHNIQUES." Foothill Technology High
School. Web. 23 Apr. 2012.
"Advertising Terms: Definitions of Advertising Basics for
Middle or High School." Bright Hub Education. 3 Feb. 2012.
Web. 23 Apr. 2012.
"Demographics." Blackstone Valley Regional Vocational
Technical High School. Web. 23 Apr. 2012.
Notes de l'éditeur
Video from TeacherTube: http://www.teachertube.com/viewVideo.php?video_id=137298&title=Plain_Folks
A video on this website using toddler twins as a testimonial: http://www.adcracker.com/techniques/Testimonial_Advertising_Techniques.htm
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