Advertising

Techniques
 Techniques that
may be used:

• Celebrity endorsement
• Hidden messages
• Emotional responses
• Social Position
• Benefits offered
• Comparisons
• Special/exclusive offers
• Product characteristics
Celebrity
Endorsement
• Celebrity endorsement in advertisement is the use
of testimonial evidence or endorsement, a style that
features a highly believable or likeable
source endorsing the product. The increase
of celebrities endorsing brands has been steadily
increasing over the past years.
• https://www.youtube.com/watch?v=LnoumTpLMfk
 • Marketing with subliminal
messages aims to encourage
the purchase of the product
through subtle effects that
are not normally visible to
the naked eye. It’s not only
the images that are used to
get into your head; sounds
and other techniques are
also used to help the
message sink into your
subconscious.
• https://www.youtube.com/
watch?v=oU03jR73r-E
Hidden Messages
Emotional Responses
• Many TV adverts use characters, story and action to
provoke an emotional response in viewers. These
emotions can be anything from empathy, to that
'awwww' response when they view the advert.
• https://youtu.be/_gq8PO9XK2Y
• https://www.youtube.com/watch?v=r6XKV1RSQOY
 • This when the advert
contains the
characteristics/features of
the product being advertised
in an attempt to persuade
you that these
characteristics are worth
spending money on
• https://www.youtube.com/
watch?v=oOc6Tci3ktQ

Product Characteristics
 • This when the advert gives you a flavour of the
social position you could have if you invest in their
product. The advert reflects the lifestyle that their
target audience could have if they bought their
Social Position product.
• https://www.youtube.com/watch?v=B3f_vkPqW28
 • When an advert overtly states the benefits of
using their product e.g. teeth whitening and
ageing
Benefits Offered • https://www.youtube.com/watch?v=AjWBHNYZ
emg
 • These adverts contain direct
price comparisons of their
product against one of their
main competitors I.e. 'we are
cheaper, so shop with us'
• https://www.youtube.com/
watch?v=tR9arN2J8lk

Price Comparisons
Special Offers

• Including 'special offers' or low prices in the TV

advert to entice audiences into their product
• https://www.youtube.com/watch?v=0uODSNjYq_Q