Glossary of Commonly Used Techniques

Beauty Appeal: Beauty attracts us; we are drawn to beautiful people, places, and things.

Celebrity Endorsement: Associates product use with a well-known person. By purchasing this product we are led to believe that we will attain characteristics similar to the celebrity.

Compliment the Consumer: Advertisers flatter the consumer who is willing to purchase their product. By purchasing the product the consumer is recognized by the advertisers for making a good decision with their selection.

Escape: Getting away from it all is very appealing; you can imagine adventures you cannot have; the idea of escape is pleasurable.

Independence/Individuality: Associates product with people who can think and act for themselves. Products are linked to individual decision making.

Intelligence: Associates product with smart people who can’t be fooled.

Lifestyle: Associates product with a particular style of living/way of doing things.

Nurture: Every time you see an animal or a child, the appeal is to your paternal or maternal instincts. Associates products with taking care of someone.

Peer Approval: Associates product use with friendship/acceptance. Advertisers can also use this negatively, to make you worry that you’ll lose friends if you don’t use a certain product.

Rebel: Associates products with behaviors or lifestyles that oppose society’s norms.

Rhetorical Question: This technique poses a question to the consumer that demands a response. A question is asked and the consumer is supposed to answer in such a way that affirms the product’s goodness.

Scientific/Statistical Claim: Provides some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.

Unfinished Comparison/Claim: Use of phrases such as “Works better in poor driving conditions!” Works better than what?