Advertising Techniques

 There is a variety of techniques used by advertisers to appeal and persuade an audience. 

Ethos

This kind of appealing is based around the company or brand being considered reliable or credible by the wider audience. Ethos advertising may include endorsement from celebrities or statistics from professionals to promote the message that the company or product are to be trusted. 

Pathos

This is an appeal to emotion, advertisers will actively aim to appeal to evoke an emotional response from a consumer. The aim can sometimes be for positive emotions, such as happiness, excitement and empowerment; other times it will be for negative emotions such as pain, sadness or guilt. 

Logos

This is an appeal to logic or reason, through evidence of facts and statistics, it aims to provide consumers a full understanding of the product, and why it makes sense to invest in it. Adverts legally have to give the straight facts, but words can often be twisted- Grice's Maxims- Tom Scott (citations within video).

Avante Garde

This is where the implication is made that if a consumer uses this product they will be ahead of the times; it will make them become a trendsetter. 

Weasel Words

This is where positive meanings or outcomes are suggested but not explicitly guaranteed. Since it is illegal to lie in advertisements, using words such as 'might', 'could' or 'almost' can prevent any accusations of lying being made. 

Magic Ingredients

This is where it is stated that a new amazing scientific or technological discovery has lead to the product being significantly better than competitors'.

Transfer

This is the use of positive images and words to implicate that the product being sold is positive.

Plain Folks

This is the suggestion that the product if practical, suitable and good value for ordinary, normal people. 

Snob Appeal

This is almost the opposite of the Plain Folks technique, this is where it is suggested that a product will make the consumer part of an elite and luxurious lifestyle or community. Advertisers may use a type of advertising that appeals to people who consider themselves intellectually superior to others ("know it all"), and this can work to make others feel more intelligent; e.g. a phone company giving all the science and tech details of what goes into their phones. 

Bribery 

As simple as it sounds; bribery is offering that 'extra' something with the purchase of a product or subscription to a service. 'Buy one, get one free' offers are the most common forms of this technique. 

Bandwagon

This is where advertisers imply that customers will be part of a better and winning crowd through the use of a product. This plays off of the 'fear of missing out' (FOMO); people don't want to be the only one who is left without or outside of something.