Advertising Techniques The S Categories A 1 1

Advertising Techniques The S Categories A 1. 1. 12

Advertising Techniques Security Safety, happiness, comfort. These ads suggest that the product will guarantee family happiness. If you really love your family you use these products. People’s need to feel safe is exploited

Advertising Techniques Status The product is expensive or of ‘high quality’ and/or is used by the rich and famous. Luxurious backgrounds suggest a lifestyle that the consumer should be aiming to get

Advertising Techniques Sex Love, romance, sex appeal are offered to the buyers of these products, or are used to grab and hold the attention of the consumer

Advertising Techniques Saving Depends entirely on the price or on a reduction in price to persuade the consumer

Advertising Techniques Scientific Suggests a ‘hidden secret ingredient’, a formula – these ads will usually be endorsed by ‘professionals’ and/or may include specialised, technical or scientific sounding language – bifidum digestivus

Advertising Techniques Silly Quirky, absurd, ridiculous or unlikely situations/people are used to catch the consumer/buyer’s eye (Humorous/Funny ads)

Advertising Techniques Services Public announcements, attempting to persuade or give information Public service adverts

Advertising Techniques Sustenance Emphasises the freshness, goodness, naturalness etc of items particularly food or drink (Healthy Eating/Lifestyle products)

Advertising Techniques Stolen Uses images, characters and or situations from other ads, books, films, TV programmes, Historical events and so on (Intertextuality)

Advertising Techniques Simplicity Highlights the ease of the transaction, “Instant Credit”, ‘Phone a Loan’, ‘£ 00000 to Spend today’, ‘Pay Off Your Debts’ ‘The easy Way’, WONGA, Pay Day Loans etc.

Advertising Techniques Surreptitious Articles and features which do not immediately appear to be ads. They often look like part of the magazine/newspaper’s normal style/reporting - Advertorials

Advertising Techniques Slick We know it’s an ad yet it seems to have little to do with the product. More likely to be concerned with its own cleverness.

Advertising Techniques Secret Just occasionally an advert is so slick that the product being advertised remains a total mystery

Advertising Techniques Sympathy Pulls at the consumer’s heart strings Activates a guilty feeling to gain your sympathy, your attention and mostly your cash

Advertising Techniques Star Quality The product is recommended or endorsed by a famous person, a famous face or voice. Sometimes they will tell the consumer how good the product is, other times appearing to have a connection with the product will boost sales or simply a voice over commentary (also known as Celebrity Endorsement)

Advertising Techniques Sponsorship An event often connected with sport is sponsored by the company. It keeps the product/brand name in the public memory and ensures good associations for the product/brand in the mind of the customer

Advertising Techniques Song and Dance Makes use of music/performance – new or stolen – and dance routines to make its impression e. g. Halifax (Intertextuality)