Generally speaking, advertising is the paid promotion
of goods, services,
and ideas by an identified sponsor. Marketers see advertising as
part of an overall promotional strategy. Other components of the
promotional mix include publicity, public relations, personal selling
and sales promotion.
use several recognizable techniques in order to better convince
the public to buy a product and shape the publics attitude towards
their product. These may include:
Some advertisers concentrate on making sure their product is widely
recognized. To that end, they simply attempt to make the name remembered
Bandwagon: By implying that the product is widely
used, advertisers hope to convince potential buyers to "get
on the bandwagon."
Advertisers often attempt to promote the superior quality of their
product through the testimony of ordinary users, experts, or both.
"Three out of four dentists recommend..." This approach
often involves an appeal to authority.
By attempting to make people choose quickly and without long consideration,
some advertisers hope to make rapid sales: "Buy now, before
they're all gone!"
Appeal to emotion Various techniques relating to manipulating emotion
are used to get people to buy a product. Apart from artistic expression
intended to provoke an emotional reaction (which are usually for
associative purposes, or to relax or excite the viewer), three common
argumentative appeals to emotion in product advertising are wishful
thinking, appeal to flattery, and appeal to ridicule. Appeals to
pity are often used by charitable organizations and appeals to fear
are often used in public service messages and products, such as
alarm systems or anti-bacterial spray, which claim protection from
an outside source. Finally, appeals to spite are often used in advertising
aimed at younger demographics.