Methods of Advertising

Commercial Observation Homework (10 Points)

Goal: Learn about the methods of advertising.

Directions: Read the Methods of Advertising listed below. View each of the examples, and then test your own knowledge at by identifying the combinations of approaches used in television commercials. When you are done, you will need to a take a TV Commercial Observation Sheet and mark the methods you observed during 30 minutes of television.

Methods of Advertising

The persuasive methods listed below are all techniques that advertisers use to make you interested in their products.  Recognizing these tricks will help you to become a better consumer.  You will need to decide which of these methods you will want to use in the commercial your group produces.

Word Magic - see an example

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"?

Transfer - see an example

Transfer is 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.

Testimonial - see an example

A testimonial is 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. 

Plain Folks - see an example

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. 

Humor - see an example

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. 

Snob Appeal - see an example

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. 

Bandwagon - see an example

To "jump on the bandwagon" means 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.

Direct Order - see an example

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

Appeals to Emotions - see an example

Many of the above methods fall into this category.  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.

Facts and Figures - see an example

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.

Ease and Convenience - see an example

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. 

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