Key words

Here is a list of some of the key industry phrases used when describing advertisements and the tactics they use to draw consumers in

: Uses the argument that a person should believe or do something because “everybody else” does
– Consumers must fit in, so they must get the product
Bait and switch: Dishonest tactic in which a salesperson lures customers with the promise of a bargain
– Consumers are in the store and so are drawn into buying something
Celebrity endorsement: Easiest tactic to use. It uses a celebrity to endorse a product
– Consumers are drawn into liking the product due to their favourite celebrity liking it
Emotional Appeals: This tactic pulls on the audience’s heart-strings and makes them feel certain emotions such as excitement, sadness or fear
– The audience then associates that feeling with the product
Glittering Generalities: Emphasises highly valued beliefs, such as patriotism, peace, freedom or just a general sense of pride.
– The audience sees and feels the emotive feeling and associates it with the product. They also believe if they are seen using the product their peers will associate the same good feelings with them.
Humour: Used to make the audience laugh, however often delivers little information about the product often leading the customers to buy the product not knowing the details of it. An example of this is Samsung’s commercial seemingly about Apple 
– The customers will remember how the advert made them laugh and associate a positive feeling with the product. However if you notice in the advertisement there were no detailed specifics in it.
Individuality: This tactic appeals to the consumers desire to be an individual, to have a unique product. The complete opposite from the bandwagon technique.
– The consumer are happy to be different and try to stand out from the crowd. This will make the product seem new and cool
Loaded Language: This tactic is where the advertisement uses words that have positive or negative connotations to describe the product or sometimes the competitor. These are called purr, snarl or weasel words. For example the word “iconic” suggests that the product will go down in history.
– The words appeal to the consumers’ emotions rather than the product in front of them. For example, Subway’s slogan “eat fresh”. The Sandwiches aren’t really fresh, but it makes you think they are and makes you associate all the connotations of fresh with Subway.
Name-calling: This tactic usually involves one company discrediting another through their adverts.
– The audience for the advert is now distracted by the mud-slinging and won’t actually understand in detail what the product they’re buying is.
Plain Folk: This tactic is where the advert shows ordinary people using the product
– The consumers will relate and trust the product because if “plain folk” can use it then they can use it
Product Comparison: This tactic is being used a lot recently by the Supermarkets and is where a product is shown alongside the “inferior” competition.
– This causes the audience to assume that the featured product is superior to the other. when in fact that may not be the case.
Loss-leader: This tactic involves selling a product below the market value to bring people into your point of sale
– similar to bait and switch, this then means that customers will look around your store and may potentially buy other items.

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