Bandwagon
claims the product is popular, therefore you should use it, too
Comparison Technique/ Consumer Test
shows the results from a test of the product given to the general public or tries to show a product's superior point over a competitor's weakness
Compliment the Consumer
gives the customer a compliment, then says that people with this attribute use the product
Emotional appeal
tries to bring out the emotions in the audience so they positively relate those emotions to the product
Sex appeal
using risqu� images to catch attention
Gimmick
special offer or contest offered along with the purchase of the product
Patriotism appeal
uses nationalism as a common ground for the audience; asks them to buy homemade
Plain old folks appeal
puts the product forward as a trusted, comfortable item, basic but useful for the general public
Rhetorical question
asks a question to get the customer thinking about the product, but doesn't require an answer
Scare tactic
claims that without the product, harm could come to you
Scientific claim
gives statistics or scientific sounding information on the product
Shocking misplacement/ optical illusion
uses visual special effects or combines objects not typically found together
Simplicity appeal
- pushes the product as hassle-free to make a person's life easier
Slogan
catchy phrase or jingle to be identified with the product
Snob appeal
tries to make its product an elitist item, something that people would want to show they're "better
Social responsibility
use of ethos, attempting to portray the company as "nice," one that is concerned about their affect upon others or the environment, or one that contributes money to good causes
Soul shock
presents a visually disgusting, extremely risqu�, highly controversial or other culturally taboo image or series of words to attract attention
Testimonial
a person or people gives accounts of how well the product work for them
Authority approval
shows someone who is knowledgeable in the product area endorsing
the product or claiming s/he uses the product
Transfer
visual image, usually positive, of something not directly related to the product, so that the consumer will associate the product with the image
The unfinished claim
claims that the product is "better" or "has more" but does not finish the comparison; it doesn't say what the product is better than or has more of
The "water is wet" claim
what the ad claims about a product is true of any product in that category. It is a statement of fact, but the fact is not an advantage over the competition
The "we're unique and different" claim
tries to separate product from all other brands, to put it above competitor's products
The "weasel word" claim
the weasel word is a modifier that makes what follows nearly meaningless; it may sound convincing at first, but upon closer inspection, turns out to be empty. Common weasel words: virtual, virtually, helps, can be, up to, as much as, tastes, fortified