Video 1A

Quiz 5

Instructions: On a blank sheet of paper write your name period and date in the upper right hand corner. Write Quiz 5 in the middle of the top line.

Number your page from 1 to 11. Select from the terms below and match them to their definitions.

A. Ease and Convenience	G. Transfer
B. Word Magic	H. Plain Folks
C. Testimonial	I. Bandwagon
D. Snob Appeal	J. Humor
E. Appeals to Emotions	K. Direct Order
F. Facts and Figures

1. Advertisers often apply the scientific approach to enhance the image of the product. Experiments, studies, surveys, and other data that make the product appear to be valid, backed by research, and trustworthy are used in ads to make consumers believe they are buying the product for rational reasons.

2. When we move the feelings associated with certain images onto the product being advertised. Beer commercials are notorious for showing young, athletically fit people having a great time on the beach, skiing and doing other activities. The viewer is supposed to associate feelings of being at the beach (or the excitement and fun or the attractive, athletically fit people) with the product being advertised.

3. Many advertisers say that their products are the choice of ordinary people. Think of the ads for Chevy trucks ("Like a Rock") which show everyday, working Americans using and enjoying the product.

4. To do what everyone else is doing. This type of ad tries to convince the consumer that everyone is using the product, seeing the movie, reading the book, or whatever. This approach is most often used to sell new products or improvements on old ones.

5. Everyone likes to laugh. If you enjoy a commercial's humor, you may be more likely to remember the product and have nice feelings associated with it.

6. The idea is to make the consumer feel that he or she will be loved, accepted, happier, and more successful when using the product advertised.

7. This is the opposite of the "Plain Folks" approach. It makes the viewer feel as though only the elite, smartest, most attractive people are able to use certain products; luxury cars are notorious for this approach.

8. In this approach, advertisers simply tell the consumer to buy the product. "Get yours now!" Some people have to be told what to do.

9. When a famous person says that he or she uses a certain product; People who respect that person may be more inclined to think favorably about the product being advertised.

10. Advertisements which fall into this category boast about a product's simplicity and ease of use. They make it appear that purchasing this product will simplify your life and give you time to do other things.

11. The name of a product is very important. Why Huggies instead of Human Waste Absorbies? Why Aqua Fresh instead of Plaque and Tarter removal paste? Words are also used to make the products advertised seem more exciting - Bounty is the "Quicker Picker Upper"- and the competition seems old and dull: why use "old-fashioned cleansing powders"?