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Advertising Techniques


I CAN identify and explain ways consumer's buying practices are influenced by peer pressure, desire for status and advertising techniques (bandwagon, facts & figures, emotional appeal, edorsement/testimonials).


View and discuss a teacher created power point.

Advertising Techniques







Questions for discussion:

1. What is bandwagon?


Bandwagon: Bandwagon attempts to persuade the target audience to take a course of action "everyone else is taking." "Join the crowd." This technique reinforces people's natural desire to be on the winning side.
  • The basic idea behind the bandwagon approach is just that, "getting on the bandwagon." The propagandist puts forth the idea that everyone is doing something, or everyone supports this person/cause, so you should too.
  • The bandwagon approach appeals to the conformist in all of us: No one wants to be left out of what is perceived to be a popular trend.
  • Examples
    • McDonalds touts that billions have been served.
    • World War II posters encouraged others to buy bonds by showing how many other people had bought one.
  • Ask yourself:
    • What is this propagandist's program?
    • What is the evidence for and against the program?
    • Regardless of the fact that others are supporting this program, should I support it?
    • Does the program serve or undermine my individual and collective interests?
This technique reinforces people's natural desire to be on the winning side.

2. What is the difference in celebrity endorsement and a testimonial?

  • Testimonial: The use of well-known, respected people to endorse a product or service.
    • Testimonial places the official sanction of a respected person or authority on a product. This is done in an effort to cause the target audience to identify itself with the authority or to accept the authority's opinions and beliefs as its own.
    • In testimonial ads, a person, either a celebrity or a representative of "everyman," praises the product or service. In the case of the everyman approach, the idea is to have consumers relate to the person describing his or her experience with the product of service. If it fills their need, it should fill the consumer's need.
    • For celebrity testimonials, the intent is to associate the product or service with a famous person. If the famous person believes the product is acceptable, then the idea is that consumers will believe the product is OK.
    • Examples:
      • Jane Russell: "I am delighted with Springboard products and have felt much better since I started using them."
      • Oscar Meyer created an ad for its food products using George Foreman, a recognizable boxer, as the celebrity providing a testimonial for the product. Michael Jordan is the most commonly used sports figure for testimonials.
      • Tiger Woods lends his name to Nike.
      • Testimonials are intensely emotionally appealing words so closely associated with highly valued concepts and beliefs that they carry conviction without supporting information or reason.

3. Why would people use emotioal appeal in advertising?


4. Why would people use facts & figures in advertising?


If you finish, you may read about different advertising on the link below.


Complete 2 LifeSmarts Daily Quizzes

Formative Assessment

Open a Microsoft Publisher document. Create an advertisement for a new type of toothpaste. You may use BING images. Make sure the advertising techniques you use are obvious.

Formative Assessment 2

Choose one advertsing technique to blog about. Name it and explain (in your own words) what it means.
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