'Get a free camera when you subscribe to our magazine for two years.' There's something about the word 'free' that immediately attracts us - something for nothing - I want it! The idea makes us feel clever, as if we've got the better of the company. But that camera (which will probably break as soon as you get it out of the box) wasn't a gift at all. In spite of the advert saying it was free, its price was really included in the magazine subscription.
Buy now while stocks last!
'There are only a few left! And after they've been sold, there won't be any more available.' What happens when we read or hear these words? Even though we don't really need the products, maybe don't even like them, we immediately want to be among the lucky few who have them. But no manufactured products are ever scarce. Do you really think the manufacturers of that 'limited edition' DVD couldn't produce a few more, if they thought they could sell them?
Just sign your name here - and give us your address
'Just fill in this form for free information.' Do you think manufacturers really want to spend their money on sending you a free brochure? It costs them to produce it and to mail it. In fact, these kinds of adverts are really produced so as to get your personal details. From then on, they will bombard you with more direct advertising, probably passing on your name and address to other companies too.
Everybody's doing it
And everybody can't be wrong, so the product must be fantastic. In order to get us to believe it, they use expressions like, 'It's the new sensation sweeping the country', 'People just can't get enough of them', 'Record sales', 'Unbelievable response!' and combine this with a photograph of a large group of people, so that we can't fail to get the message. But don't be fooled. Even if it everybody is doing it (and they may not be), everybody can be wrong.
The camera never lies, or does it?
Adverts frequently use 'real people' to demonstrate the amazing effects of their product on our health or fitness. But of course the person in the advert or TV commercial is a gym-toned model!
Trust me I'm a doctor (or a celebrity)
If a celebrity is using the product, it must be fantastic. If a doctor recommends it, it must work. The bigger the authority, the more powerful the advertising message is. But be careful. Although the actress is holding the product in the photo, do you really think she colours her hair with it at home? Do the authorities mentioned really exist? 'My dog biscuits are recommended by the International Association of Dog Nutritionists' (an organization I started last week). 'A recent study found that my lemonade tastes better than any other brand' (my mother liked it better)
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