2. TVC - Techniques
Repetition
Repeat message many times. Argument from
repetition is a false proof of statement by
repetition.
Generally used by politicians.
Extreme form – considered brainwashing.
Form of propaganda
3. Bandwagon
Implythat the product is widely used.
Convince people to ride the bandwagon
Band wagon fallacy is also known as appeal to
authority of many, appeal to people.
4. Conditions for legitimate
Testimonials
authority
Competence, not just
glamour.
Promoting the Judgment should be with in
superior quality of field of competence
product through Correct interpretation of
testimony of ordinary authority
users, experts, or both Direct evidence should be
E.g. three out of four available
dentists recommend Unbiased authority
Appeal to authority or Representative of expert
argument from opinions.
authority Argument should be valid in
its own right.
5. Pressure
Make people choose quickly without long
consideration
E.g. Buy now, before they’re all gone.
Appeal to emotion
Manipulate viewer’s emotion
Appeal to wishful thinking, flattery or ridicule
Appeal to pity used by charity organizations.
Appeal to spite aimed at younger demographics
Appeal to fear used in public service messages or products
like antibacterial soaps.
6. Association
Associateproduct with desirable imagery to make
it seem desirable (classic conditioning)
Attractive
models, beautiful landscapes, alluring
images, buzzwords
7. Advertising slogans Make a simple ,
direct, concise, crisp,
Most effective apt statement.
means of drawing Be witty
attention to one or
Adopt a distinct
more aspects of the personality of its own
product. Give a credible
A good slogan impression of a
should brand
State main benefits Make consumer feel
of the product or good
brand Make consumer feel
Implies distinction desire
between it and other
firm’
8. Guerilla Advertising
Advertising in such a way that the audience does not
get the idea that they have been shown an
advertisement.
E.g A hired person has the Nokia N8 and asks
passerbys to take a picture of him. When someone
comments on the piture quality he says “I love my
Nokia N8 and take it everywhere”
Controversy
Controversy draws attention
E.g United Colors of Benetton
Used to promote books and films
9.
10. Subliminal messages
Hidden messages
The intention is to appeal to the subconscious mind.
Generally suggestive in nature.
Promotional messages the recipient is not aware of,
such as those played at very low volume or flashed
on a screen for less than a second, or hidden in the
text. Its effectiveness is not supported by scientific
evidence, and its use is considered a deceptive
business practice in some jurisdictions.
11.
12. Public Service advertising
Using
commercial advertising techniques for non-
commercial purposes.
