1. Advertising Techniques
Beauty Appeal
Celebrity Endorsement
Escape
Beauty appeal is when a brand
employs a beautiful person to advertise
a brand. This is done to show people
that their products can make them
more beautiful and to play on people’s
natural attraction to beautiful people.
Celebrity endorsement is
using celebrities to boost
the appeal of products.
This is used either to try to
convince people that they
can be like that celebrity,
or to make more people
trust the advert because of
their familiarity with that
celebrity.

2. Independence/Individuality
Intelligence
Escapism is using a fantastical setting e.g. holiday to
sell products by playing on people’s relaxed mindset
when they are on holiday or by making it stick in their
mind by showing them something they don’t normally
see. This is done because people are more receptive of
something they don’t immediately think of as
connected to adverts (a Pacific island for example).
Adverts use independence and individuality to
sell products by making the product look
unique. The other reason is that for some things
such as a film festival it is good to look unique
as it will attract more people. It may also be
trying to appeal to people who want to be
different e.g. subcultures.
Intelligence is appealing to people’s intelligence to make
connections and guess subliminal and obvious messaging
within the advert. This is used in this advert to let people
make the connection between the Smart car being labeled
smart and the Honda scooter being labeled smarter. It is
letting us make the connection that the bike is better than
the car without explicitly telling us to.

3. Lifestyle
Nurture
Peer Approval
Using a lifestyle to sell a product is a common
technique in advertising. It uses a certain
lifestyle that is considered “cool” to show
people that the product that is at the centre of
the advertising is the key to that lifestyle.
Nurture is using people or animals in a position of
vulnerability. This is used to appeal to people’s sense
of compassion and empathy for other creatures
usually to raise money for charity or other causes.

4. Rebel
Rhetorical Question
Peer approval is using people that the target audience can
associate with e.g. men in a pub drinking beer to convince
them that the product will make them better and cooler. In
this case people who go to a pub and drink Strongbow, then
they will be a cool group of people to be with, playing on
people’s need to be accepted.
Rebellious adverts encourage people to be
themselves and do something stupid and not care
about it. It is used to sell to people who wish that
they had the guts to do something stupid and to make
them believe that this is the product to allow them to
do this.

5. Scientific / Statistical Claim
Unfinished Comparison / Claim
Adverts that use rhetorical questions ask questions that
people already know the answer to. They are mainly used
to try and get money people e.g. to raise money for charity.
This works by playing on people’s innate sympathy for
vulnerable people e.g. children and then asking them a
question (“Would you let this child suffer?”), assuming
that they will answer with the response required by the
advertiser.
Scientific or statistical claims are used by advertising
agencies to bolster the believability of a product. An
example of this is using surveys in cosmetic products to
prove that it is widely used by members of the populace.
This is used to “prove” to people that they should use this
product by playing on people’s trust of facts and science.
An unfinished comparison or claim is making a
comparison or claim without backing it up by fact.
This works by making a claim that they think the
audience will believe without actually having
anything to back this up with.

6. Scientific / Statistical Claim
Unfinished Comparison / Claim
Adverts that use rhetorical questions ask questions that
people already know the answer to. They are mainly used
to try and get money people e.g. to raise money for charity.
This works by playing on people’s innate sympathy for
vulnerable people e.g. children and then asking them a
question (“Would you let this child suffer?”), assuming
that they will answer with the response required by the
advertiser.
Scientific or statistical claims are used by advertising
agencies to bolster the believability of a product. An
example of this is using surveys in cosmetic products to
prove that it is widely used by members of the populace.
This is used to “prove” to people that they should use this
product by playing on people’s trust of facts and science.
An unfinished comparison or claim is making a
comparison or claim without backing it up by fact.
This works by making a claim that they think the
audience will believe without actually having
anything to back this up with.