| A | B |
|---|
| Bandwagon | the suggestion that everybody is using the product and that you should too in order to be part of the group e.g. a credit card company quotes the number of millions of people who use their card |
| Beauty Appeal | Beauty attracts us; we are drawn to beautiful people, places, and things. |
| Celebrity Endorsement | Associates product use with a well-known person. By purchasing this product we are led to believe that we will attain characteristics similar to the celebrity. |
| Compliment the Consumer | Advertisers flatter the consumer who is willing to purchase their product. By purchasing the product the consumer is recognized by the advertisers for making a good decision with their selection. |
| Escape | Getting away from it all is very appealing; you can imagine adventures you cannot have; the idea of escape is pleasurable. |
| Hidden Fears | the suggestion that this product will protect the user from some danger e.g. a laundry detergent manufacturer suggests that you will be embarrassed when strangers see "ring around the collar" of your shirts or blouses |
| Humor | customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language |
| Independence/Individuality | Associates product with people who can think and act for themselves. Products are linked to individual decision-making. |
| Intelligence | Associates product with smart people who cant be fooled. |
| Lifestyle | Associates product with a particular style of living/way of doing things. |
| Nurture | Every time you see an animal or a child, the appeal is to your paternal or maternal instincts. Associates products with taking care of someone. |
| Patriotism | the suggestion that purchasing this product shows your love of your country e.g. a company brags about its product being made in Canada and employing Canadian workers |
| Peer Approval | Associates product use with friendship/acceptance. Advertisers can also use this negatively, to make you worry that youll lose friends if you dont use a certain product. |
| Plain Folks | the suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product |
| Rebel | Associates products with behaviors or lifestyles that oppose societys norms. |
| Rhetorical Question | This technique poses a question to the consumer that demands a response. A question is asked and the consumer is supposed to answer in such a way that affirms the products goodness. |
| Scientific/Statistical Claim | Provides some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient. |
| Snob Appeal | the suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery |
| Unfinished Comparison/Claim | Use of phrases such as Works better in poor driving conditions! Works better than what? |
| advertising | A paid, non-personal form of communication that businesses use to promote their products. |
| banner | Internet ads that are displayed across the top or bottom of the screen. |
| cyber ads | Advertisements on the Internet. |
| direct mail advertising | Advertising sent to people's homes by mail. |
| infomercial | A television program, usually 30 minutes long, made to advertise a product. |
| mass media | Means of mass communication such as TV, radio, and newspapers. |
| pop-up ads | Internet ads that appear briefly when a user logs onto the Internet or clicks on a site. |
| screen ads | Internet ads displayed on the right or left of a screen and that can be printed out. |
| transit advertising | Advertising that uses public transportation to display ads. |
| webcast | A broadcast, like a TV or a radio broadcast, sent and received over the web. |
