Note: there will be a test this coming Monday, December 17, on the following 11 terms.
1. BandwagonUses the argument that a person should believe or do something because “everybody else” does
Consumers buy the product because they want to fit in. Consumers assume that if others buy it, the product must be good.
Consumers buy the product because they want to fit in. Consumers assume that if others buy it, the product must be good.
2.Bait and SwitchDishonest tactic in which a salesperson lures customers into a store with the promise of a bargain
Consumers are persuaded to buy a more expensive item.
Consumers are persuaded to buy a more expensive item.
3.Celebrity SpokespersonUses a celebrity or famous person to endorse a product
Consumers transfer admiration or respect for the celebrity to the product.
Consumers transfer admiration or respect for the celebrity to the product.
4.Emotional AppealsMake viewers feel certain emotions, such as excitement sadness, or fear
Audience transfers that feeling to the product.
Audience transfers that feeling to the product.
5. Glittering GeneralitiesEmphasizes highly valued beliefs, such as patriotism, sadness, or fear
Consumers accept this information, often without enough real evidence to support the claim.
Consumers accept this information, often without enough real evidence to support the claim.
6.HumorUsed to make audiences laugh, but provides little information about the product or service
Consumers remember the ad and associate positive feelings with the product.
7.Individuality Consumers celebrate their own style, or rebel against what others are doing. Consumers perceive the product as unique, stylish, or cool.Consumers remember the ad and associate positive feelings with the product.
8. Loaded LanguageUses words with positive or negative connotations to describe a product or that of the competitor – such as purr, snarl, or weasel words
The words appeal to consumers’ emotions, rather than their reason. "Purr words", such as “fresh” or “juicy,” make a product seem more desirable.
9. Name-callingAttacks people or groups to discredit their ideas
Consumers focus on the attack rather than the issues
10. Plain FolkShows ordinary people using or supporting a product or candidate
Consumers trust the product because it’s good enough for regular folks.
11.Product ComparisonCompares a product with the “inferior” competition
Consumers believe the feature product is superior.
Below you will find 25 creative ads. On a word document, number 1-25 and see if you can guess the sponsor, that is what is being advertised. Some are obvious, others not so. When you have finished, answer this question in a well-written sentence or two: What is the overall target audience for the following advertisements and how have you come to this conclusion?
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