Different advertisers try to appeal to people in different ways. They try to persuade people by appealing to their feelings (emotional appeal) or to their thoughts and ideas and intelligence (factual appeal). Some advertisements use a combination of both types of appeal. As well as products, advertisements can advertise a service.
The style of the advertising campaign is often determined by an advertising agency that the company hires. The agency may use a number of strategies and techniques to promote the product in its campaign.
Repetitive advertising
The most important technique is repetitive advertising which is a technique that uses frequent showings of an advertisement to remind consumers about a particular product. Advertisers believe that if the general public is constantly exposed to the ad, they are more likely to buy the product being promoted. A typical example of this is fast food advertisements, which are run during commercial breaks on television. For instance, the same advertisement for McDonalds may be repeated several times during one break or shown once during each break throughout a movie or sporting event. Viewers who are bombarded by these junk food images find them fixed in their mind and, as a result, difficult to resist. This is the way that repetitive advertising works.
Slogans
Another technique employed in advertising is the use of slogans. Slogans are short phrases which are easy to remember. American Express uses the slogan ‘Don’t leave home without it’. This slogan is used repeatedly so that people readily associate it with the credit card.
The third technique is the use of free offers or ‘give-aways’. A free offer is a small gift which is given away with the product when it is purchased and as a result enables a company to promote their product. An example of this technique is a small plastic toy or a football card included in a packet of cereal, or a women’s magazine offering a free lipstick with the purchase of their magazine
Testimonials
Testimonials are also a very popular technique used by advertisers. The term ‘testimonials’ refers to advertisements using a recommendation from a person or company to buy a particular product. Star power is especially effective in persuading the public to buy the products being advertised. This means using famous people such as well-known sports personalities, musicians and movie stars to endorse a wide range of consumer items. This type of advertising is common worldwide due to the fact that it results in increased sales for the products marketed.
Emotional appeal
The term ‘emotional appeal’ refers to an advertising strategy which targets people’s feelings. The idea is that this strategy will appeal to consumers by stimulating their emotions. Emotions such as the desire to be attractive and loved, and the need for prestige and status are often targeted. For instance, advertisements for jeans tend to be designed to attract a specific target market. They use images of slim, desirable models to convince buyers that if they purchase the product, they too will be desirable and popular in real life. The promise of such personal satisfaction is a very powerful advertising strategy.
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