Advertising Techniques

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Exaggerated Claim

Also known as “Glittering Generalities”

• “world’s best”

• “the greatest”

• “works like magic”

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• “you can’t buy a better product”

Also known as “Doublespeak ”

Vagueness

• “natural and organic”

• “new and improved”

• “faster than fast”

• “extra rich formula”

• “lose up to five pounds”

• “fights pimples”

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Also known as “False Comparison”

Unfinished Comparison

• “has more pain-killing ingredients”

• “costs less”

• “acts twice as fast”

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Also known as “Anonymous Sources”

Claim that the product has scientific backing

• “five out of six doctors recommend”

Another version of this technique involves use of impressive-sounding words, often the scientific names of ingredients. Still another version involves a scientific-appearing demonstration of the product’s effects.

• “research shows”

• “laboratory reports prove”

• “hospital-tested”

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Offer of Reward

• “special savings”

• “once-in-a-lifetime bargain”

• “free prize”

• “free coupon”

• “buy New You hand cream and get a bottle of New You shampoo free”

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Use of a Testimonial

• “These are my kids, and to keep them feeling fit, I give them Chew Food for breakfast.”

A recommendation, either from a celebrity or from an apparently ordinary person who actually may be an actor, actress or model.

• “After a hard day playing pro tennis, I like to shower with Super Clean soap.”

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Indication that you will be left out if you don’t buy the

product

Also known as “Bandwagon”

• “millions use it”• “number one”

• “just ask your friends”

• “join the crowd”

• “most frequently used”

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Flattery

• “Doesn’t it just make sense?”

• “Of course this product is expensive, but aren’t you worth it?”

• “People who know about quality choose our store.”

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Also known as “Transfer”

Implication that the product will turn you into a good-looking, popular and happy person

• “If you’re tired of being a weakling, try the Muscle Bound pan and make girls look twice.”

• “Ashamed of your thin figure? Try Add-on Bust Developer and end your worries. They’ll notice the difference.”

• “With Carefree styles you’ll look as beautiful as you feel.”

This ends our presentation