1. Appeal to Authority - Also Called Celebrity Endorsement, Testimonial Or Identification
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Advertising appeals: used to get the attention of consumers and influence their feelings towards the product, service or cause:
1. Appeal to authority - also called celebrity endorsement, testimonial or identification. Works through association with a famous person or group of people.
2. Snob appeal. Consumers will join the ranks of the elite if they buy this product or service.
3. Plain folks appeal. Reverse snob appeal applied here: the appeal is to the average person.
4. Bandwagon appeal. Don’t be different and instead have what others want to have.
5. Sex appeal. Uses sexual interest to draw attention, employing attractive models.
6. Superior quality appeal. Is of higher quality in comparison with similar products or services.
7. Low price appeal. Priced lower than other similar products or services.
8. Performance appeal. Stresses the high performance of the product.
9. Ease-of-use appeal. Simple to use and time-saving, such as ready-made meals or salon-styled hair with the use of a hair spray.
10. Economy appeal. Low-cost products or services, such as fuel efficient cars or electrical products that consume low amounts of electricity.
11. Bribery Bribery offers you something “extra.” Buy a burger; get free fries.
12. Repetition. Repeating the product name several times.
13. Emotive words Words that arouse emotions, either positive (exploiting desires), e.g. “beautiful”, “elegant”, “spacious”, or negative (exploiting fears) “protect”, “guard”, “secure”. 14. Avante Garde The suggestion that using this product puts the user ahead of the times. A toy manufacturer encourages kids to be the first on their block to have a new toy.
15. Weasel Words “Weasel words” are used to suggest a positive meaning without actually really making any guarantee. They are words or statements that are intentionally ambiguous or misleading. A scientist says that a diet product might help you to lose weight the way it helped him to lose weight. A dish soap leaves dishes virtually spotless.
16. Magic Ingredients The suggestion that some almost miraculous discovery makes the product exceptionally effective. A pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.
17. Patriotism The suggestion that purchasing this product shows your love of your country. A company brags about its product being made in America.
18. Transfer Positive words, images, and ideas are used to suggest that the product being sold is also positive. A textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.