What are Advertisements?

ADVERTISEMENTS

An advertisement (or ad f

or short) is 

anything that draws 

good attention toward

s a product, service or

 

person. Ads appear on

television, as well as r

adio, 

newspapers, magazines an

d as 

billboards in streets an

d cities.

Advertising has a legal

 method of

Communicating information throu

gh

The use of PUFFERRY, 

that is….

Advertising or sales presentation relying on exaggerations, opinions, and superlatives, with little or no credible

evidence to support its vague claims for products and services.

Puffery may be tolerated to an extent so long as it does not amount to misrepresentation (false claim of

possessing certain positive attributes or of not possessing certain negative attributes).

PUFFERY

Here are somesamples of the appeal

Techniques:

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LHUMOR APPEAL

This advertising usually uses funny songs or jingles, slogans, or illustrations to catch the customer’s attention

HUMOR APPEAL

HUMOR APPEAL

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L TESTIMONY APPEAL

Well-known people and celebrities are chosen as product endorsers

TESTIMONY APPEAL

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L BANDWAGON APPEAL

This kind of advertisement says that everyone is using the product, so be among the majority 

BANDWAGON APPEAL

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LSCIENTIFIC EVIDENCE APPEAL

Information having the semblance of a scientific fact is used to describe the product in this kind of advertisement. Doctors, dentists, or medical technologists are used as product endorsers

SCIENTIFIC EVIDENCE APPEAL

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L SNOB APPEAL

In this kind of advertisement, it claims that if the consumer will buy and use the product, he/she will be one of the very few who have purchased a high-quality product 

SNOB APPEAL

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L FALSE IMAGE APPEAL

This advertisement promises a better and more successful life for those who will use such product

FALSE IMAGE APPEAL

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LREWARD APPEAL

This advertising uses prizes and bonuses for product buyers

REWARD APPEAL

Audio-Visual Media Advertising

CardStacking

Black and WhiteFallacy

CorporateAdvertising

CovertAdvertising

DirectOrder

DemonizingtheEnemy

EmailAdvertising

Dis-information

EmotionalWords

Euphoria

Flag-waving

GlitteringGeneralities

HalfTruth

InteractiveAdvertising

InternetAdvertising

Labeling

Name-calling

OutdoorAdvertising

Performance-basedAdvertising

FolksPlain

PrintAdvertising

PublicAdvertisingServiceMedia

Audio-Visual Media Advertising

Advertisers use audio and visual media to promote their products. This is the most commonly used to influence the masses. 

Ex. TV Commercials, commercials on movies, ads on radio

Audio-Visual Media Advertising

Only two choices are presented before the audience, compelling them to buy the product. There are two opposite choices given to the audience.

Ex. “the elite uses xyz product” 

Black and WhiteFallacy

AND SERVICES

ON THEOF PRODUCTS

GUIDELINESPURCHASE

GUIDELINES1. Identify which products and services will be beneficial, harmful, or useless 

GUIDELINES2. Know the local laws and regulations that protect consumers

GUIDELINES

3. Locate reliable medical, dental, and nursing services

GUIDELINES4. Apply knowledge acquired with respect to personal and environmental health in the purchase of personal goods and services

 additionalguidelines

Buy only medicines prescribed by physicians

 additionalguidelines

Get prescriptions only from physicians

 additionalguidelines

Buy products that have passed the standards set by the Department of Trade and Industry and its agency, the Bureau of Food and Drugs

 additionalguidelines

Do not buy medical products and apparatuses from fake doctors

 additionalguidelines

Do not be swayed by propaganda advertisements

 additionalguidelines

Report deceitful health practices to authorities

 additionalguidelines

Read the labels of processed, bottled and canned goods, and look for the nutritional values and expiration dates

Francis Cabredo