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1、Unit5InsideadvertisingTeachingResourcesSection2:BackgroundinformationforUnit5Insideadvertisement1.TechniquesofadvertisingAdvertisersuseseveralrecognizabletechniquesinordertobetterconvincethepublictobuyaproductandshapethepublic'sattitudetowardstheirproduct.Thesemayinclude:●Rep
2、etition:Someadvertisersconcentrateonmakingsuretheirproductiswidelyrecognized.Tothatend,theysimplyattempttomakethenamerememberedthroughrepetition.●Bandwagon:Byimplyingthattheproductiswidelyused,advertisershopetoconvincepotentialbuyersto"getonthebandwagon."●Testimonials:Adverti
3、sersoftenattempttopromotethesuperiorqualityoftheirproductthroughthetestimonyofordinaryusers,experts,orboth."Threeoutoffourdentistsrecommend..."Thisapproachofteninvolvesanappealtoauthority.●Pressure:Byattemptingtomakepeoplechoosequicklyandwithoutlongconsideration,someadvertise
4、rshopetomakerapidsales:"Buynow,beforethey'reallgone!"●Appealtoemotion:Varioustechniquesrelatingtomanipulatingemotionareusedtogetpeopletobuyaproduct.Apartfromartisticexpressionintendedtoprovokeanemotionalreaction(whichareusuallyforassociativepurposes,ortorelaxorexcitetheviewer
5、),threecommonargumentativeappealstoemotioninproductadvertisingarewishfulthinking,appealtoflattery,andappealtoridicule.Appealstopityareoftenusedbycharitableorganizationsandappealstofearareoftenusedinpublicservicemessagesandproducts,suchasalarmsystemsoranti-bacterialspray,which
6、claimprotectionfromanoutsidesource.Emotionalappealsarebecomingincreasinglypopularinthehealthindustry,withlargecompanieslike24HourFitnessbecomingincreasinglyadeptatutilizingapotentialcustomersfeartosellmemberships;sellingnotnecessarilytheactualgym,butthedreamofanewbody.Finally
7、,appealstospiteareoftenusedinadvertisingaimedatyoungerdemographics.●Association:Advertisersoftenattempttoassociatetheirproductwithdesirableimagerytomakeitseemequallydesirable.Theuseofattractivemodels,apracticeknownassexinadvertising,picturesquelandscapesandotheralluringimages
8、iscommon.Alsousedare"buzzwords"withdesiredassociations.Onalargescale
