persuasive advertising techniques

1. Persuasive Techniques
Kayleigh

2. The Bandwagon Appeal
• The bandwagon appeal is used in advertising as a way of persuading
an audience that everyone is doing/buying what is being advertised.
It is a way of convincing the audience that they are missing out on
something that everyone is doing.
• Maybelline mascara advert: Share a Coke advert:
“America’s favourite mascara” “share a Coke with…”
Emphasises that its popular and the audience Trend of sharing a drink with
are missing out. friends. Encourages people to
join in.

3. Celebrity Association
• Celebrity association is when a famous person uses their status to
help promote a product/service. This builds brand power through
name recognition.
These celebrities will be associated with this product
so will help to increase sales. People are
more inclined to buy a product when they
recognise a celebrity.

4. Emotional Appeal
• The emotional appeal is a method of persuasion that creates an
emotional response from an audience.
• These adverts evoke an emotional
response from an audience. In the second
picture, the audience are made to feel
slightly guilty, and so more likely to donate –
emotional adverts persuade us by giving us
a sense of responsibility.

5. Humour
• The humour appeal makes the audience feel good/laugh, so
persuades them to like the company/brand.
• Examples in advertising:

6. The anti-bandwagon appeal
• The anti-bandwagon appeal tells audiences to think differently and
rebel against what everyone else is doing and saying.

7. Slogan
• A slogan is a catchy phrase or series of words that are memorable to
an audience – companies/brands hope these slogans stick in peoples
minds.

8. Glittering generality
• This form of advertising uses vague words or phrases that sound good
but actually have little real meaning.

9. Product comparison
• This is a technique that pitches products/companies together in way
of comparison. Specifically mentions a competitor to show why the
competitor is inferior.

10. Repetition
• Repetition is used so the name brand product is the first to come to
mind when a consumer is buying said product. Adverts are repeated
so they become memorable. An example being the slogan, ‘I'm loving
it’.

11. Weasel words
• Weasel words are ambiguous and vague words or phrases such as
“researchers believe”. They are used to make arguments feel specific
or meaningful.