Advertising
What they do
Advertising is a double-edged sword. It is important for you to
be able to tell the difference between facts (information that can
be substantiated) and opinions, beliefs or even wishful thinking.
Some of the specific techniques used are:
Information: The presentation of simple, direct information.
Status: Associates the product's use with those who have
status and who are successful. This is a technique that entices
you to buy more car or house than you can really afford by camouflaging
its true cost as a "mere" monthly payment amount.
Peer Approval: This technique associates product use with
friendship and social popularity. The advertising implies that if
you don't use the product, you will not be popular or influential.
Good Taste: This technique associates the product with people
who enjoy and understand the "finer things in life." Again,
it attempts to appeal to your desire to be like someone else, someone
with more money, greater influence, power, or social status.
Hero Endorsement: This technique associates use of the product
with a well-know person who endorses it. It attempts to convince
you that if you just bought this product, you could be liked or
accepted by someone that everyone else likes, accepts or admires.
Physical Attraction: This technique associates the use of
the product with increased sexual appeal. More importantly, it can
also make you feel unattractive the way you are now, without the
product.
Join The Gang: This realizes on the technique of "everyone
else uses it, you should too."
Entertainment: This technique seeks to provide entertainment
or temporary distraction. It masks long-term satisfaction with feelings
of temporary enjoyment.
Intelligence: This technique associates the product with
"smart" people who can't be fooled by gimmicks. It also
implies that if you don't use the product, you are not smart, or
are somehow being duped.
Unfinished or Dangling Comparatives: This is a tricky one!
An example is: "Works better in poor driving conditions!"
Who says it works better, and then, better than what?
Catch Phrases and Slogans: The emphasis of this advertisement
is on a catchy phrase, slogan or tune, which distracts your attention
from the true facts.
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