Below are some common advertising/sales techniques. Your teacher will show these on the classroom screen. You are not to view them independently (they are blocked at school anyway).
Directions: Review each example and be prepared to answer the question that follows. You may work with a partner.
- slogan
- A main statement that you think of when you think of a product or company.
- Example: "I'm Lovin' It!"
- What company is this?
- bandwagon
- They tell you that everybody is doing it and it is the most popular thing.
- Example: "America's Favorite Store!"
- Is this really America's favorite store?
- testimonial/celebrity endorsement
- Someone tells you how wonderful a product is, often someone famous (but it doesn't have to be!).
- Example: "Chiropractic."
- What is the goal of this advertisement?
- emotional appeal
- If you buy the product, it seems you'll make more friends, be a better kid (or mom!), or be a better athlete.
- Example: "Make More Friends."
- Will you make more friends if you eat this candy?
- Example: "Peanut Butter."
- Are you a worse mom if you serve your kids a different peanut butter?
- expert opinion
- You are told than an expert in the field (or a group of experts) recommends the item.
- Example: "Four Out of Five Dentists Recommend."
- Why is the part "...for their patients who chew gum" important?
- jingle
- A short song or tune is used to advertise a product.
- Example: "Oscar Mayer Weiner."
- Source: Old Time Radio Commercials, Big Eye Records, 2008.
- What other advertising/sales techniques are used in this radio ad?
