THE PERSUASIVE ELEMENTS OF ADVERTISING. COMPILED BY TOM DOHERTY
WHAT ARE THE PERSUASIVE ELEMENTS OF ADVERTISING? HERE IS A LIST OF SOME OF THE MORE COMMONLY USED TECHNIQUES IN ADVERTISING: • STACKING: LIST OF REASONS WHY THE PRODUCT OR SERVICE IS GOOD. • REPETITION: MAKES PRODUCT OR SERVICE FAMILIAR TO CONSUMER. • SHOCK: IMAGES AND SCENES THAT UNSETTLE CONSUMERS INTO SHOWING INTEREST. • HUMOUR: IMAGES, VIDEOS, WORDS AND SCENARIOS THAT EVOKE HAPPINESS AND LAUGHTER TO REACH AN AUDIENCE. • LIFESTYLE ASPIRATION: ASSOCIATES PRODUCT OR SERVICE WITH A PERSONALITY OR LIFESTYLE. • CAUSE AND EFFECT: USE THIS PRODUCT OR SERVICE AND YOUR PROBLEMS WILL DISAPPEAR. • PRICE APPEAL: CONSUMERS WILL BE GETTING SOMETHING EXTRA FOR LESS MONEY. • CELEBRITY ENDORSEMENT / TESTIMONIAL: SOMEONE ENDORSES THE PRODUCT. • SEX APPEAL: THE PRODUCT WILL ENHANCE YOU SEXUAL ATTRACTIVENESS. • BANDWAGON: USES PEER PRESSURE TO INFLUENCE THE CONSUMER. IF EVERYONE ELSE IS DOING IT SO SHOULD YOU. • CONFUSION: GAINS THE CONSUMERS ATTENTION BY CONFUSING THEM, AND THEN RETAINS THE ATTENTION AS THE CONSUMER TRIES TO FIGURE OUT THE MESSAGE. • TECHNICAL JARGON: USES TECHNICAL WORDS TO IMPRESS THE CONSUMER. • NAME CALLING: THE ADVERTISER COMPARES ITS PRODUCT OR SERVICE TO THE COMPETITION IN A WAY THAT IS FAVOURABLE TO THE ADVERTISER.
THE MAJORITY OF ADVERTS USE TWO OR MORE OF THESE TECHNIQUES.
1. SEX 2. SHOCK 3. REPETITION, JINGLES + CHARACTERS 4. CELEBRITY ENDORSEMENT/TESTIMONIAL 5. HUMOUR
SEX DIOR J’ADORE
WHO? : DIOR WHAT? : J’ADORE FRAGRANCE FOR WOMEN USP? : CHARLIZE THERON ENDORSEMENT WHY? : THIS ADVERT OVERTLY SELLS BY SEX. IT TARGETS CONSUMERS SUCH AS FASHION CONSCIOUS WOMEN ASPIRING TO LOOK LIKE SUPER MODELS, OR MEN WHO WISHES TO BUY ON BEHALF OF SOMEONE, OR AS A GIFT. THE GLAMOROUS NATURE OF THE ADVERTS, AND THE SEXUALLY OF IT LEAD US INTO THINKING THAT BY USING THIS PRODUCT WE BECOME MORE SEXUALLY ATTRACTIVE.
SEX GUCCI BY GUCCI
WHO? : GUCCI WHAT? : GUCCI FRAGRANCE FOR MEN USP? : JAMES FRANCO ENDORSEMENT WHY? : THIS ADVERT WORKS IN EXACTLY THE SAME WAY AS THE DIOR ADVERT. IT IS SELLING US SOMETHING THAT MAY (OR MAY NOT) MAKE US LOOK, OR SMELL MORE ATTRACTIVE TO THE OPPOSITE SEX. IT DOES BY SHOWING IMAGES AND VIDEOS OF JAMES FRANCO, A HOLLYWOOD MOVIE STAR WEARING THIS FRAGRANCE, AND THE LIFESTYLE HE LEADS WHILST WEARING IT. BUYING THIS FRAGRANCE IS BUYING INTO THAT ‘GLAMOROUS’ LIFESTYLE.
SEX & HUMOUR NIKON S60 FACE RECOGNITION
WHO? : NIKON (EURO RSCG, SINGAPORE) WHAT? : NIKON S60 USP? : DETECTS UP TO 12 FACES WHY? : THE AGENCY TOOK THE ROUTE OF USING THE UNIQUE SELLING POINT OF THE CAMERA IN A WAY WE DON’T NORMALLY ASSOCIATE WITH CAMERAS. THE COMBINATION OF ATTRACTIVE WOMEN, COUPLED WITH THE VOYEURS IN THE BACKGROUND GET THE MESSAGE ACROSS, BUT LEAVE A LASTING IMPRESSION.
SHOCK UNITED COLOURS OF BENETTON WHO? : UNITED COLOURS OF BENETTON WHAT? : CLOTHES USP? : STRONG HUMANISTIC BELIEFS WHY? : BENETTON ARE FAMOUS FOR THE PROVOCATIVE ADVERTISING THEY HAVE PRODUCED OVER THE YEARS. THEY’RE RENOUND FOR SELLING THEIR BRAND ON THEIR IDEALS, NOT THEIR CLOTHES. THEY USE SHOCK AS A VEHICLE FOR ATTENTION, TO CREATE A BUZZ ABOUT THE BRAND THAT IN TURN LEADS TO PROFITS.
SHOCK UNITED COLOURS OF BENETTON
REPETITION & JINGLES CAR INSURANCE ADS
WHO? : CAR INSURANCE COMPANIES WHAT? : CAR INSURANCE USP? : PRICE COMPARISONS & SAVING MONEY. WHY? : CAR INSURANCE COMPANIES COMPETE IN AN EXTREMELY SATURATED MARKET. TO STAND OUT, AND BECOME MEMORABLE THEY OFTEN USE JINGLES (THEIR OWN LITTLE SONGS ETC) AND CHARACTERS TO ENHANCE THE COMPANY’S APPEAL. THEY WORK ON THE BASIS THAT ALL DRIVERS INSURE ONCE A YEAR, AND THAT THEY NEED TO BE FRONT OF MIND WHEN THAT DATE COMES AROUND.
REPETITION & JINGLES CAR INSURANCE ADS
CELEBRITY ENDORSMENT NESPRESSO: WHAT ELSE?
WHO? : NESPRESSO WHAT? : COFFEE / CAPPUCCINO / EXPRESSO USP? : GEORGE CLOONEY ENDORSEMENT WHY? : NESPRESSO USES THIS TECHNIQUE BECAUSE IT IS TRYING TO PENETRATE A SATURATED MARKET. STARBUCKS, COSTA COFFEE AND OTHER COMPANIES ARE ALL OPERATING WITHIN THE SAME MARKET AND VYING FOR THE SAME CONSUMERS. HAVING FAMOUS CELEBRITIES ENDORSE A PRODUCT IS A GOOD MEANS OF PORTRAYING A DESIRABLE PRODUCT.
CELEBRITY ENDORSMENT JUST FOR MEN
WHO? : JUST FOR MEN WHAT? : MEN’S HAIR COLOURING USP? : LOUIS FIGO ENDORSEMENT WHY? : JUST FOR MEN ARE USING THIS TECHNIQUE TO REACH THEIR TARGET MARKET OF MEN AGED 30 AND OVER. BY USING A FAMOUS EX-FOOTBALLER AS THEIR VEHICLE THEY ARE ABLE TO MAKE MEN, WHO WOULDN’T NORMALLY BE INTERESTED, TAKE NOTICE OF THE ADVERT. THIS TECHNIQUE IS ONE OF THE MOST EFFECTIVE MEANS OF ESTABLISHING BRAND IDENTITY. MANY OF THE TOP BRANDS USE CELEBRITIES WITHIN THEIR ADVERTS TO CREATE INTEREST.
HUMOUR BRITISH HEART FOUNDATION
WHO? : BRITISH HEART FOUNDATION WHAT? : HANDS ONLY CPR USP? : VINNIE JONES IN ADVERT WHY? : THIS ADVERT USES HUMOUR TO CREATE INTEREST IN A SERIOUS CAMPAIGN. THIS ADVERT IS AFFECTIVE DUE TO THE SETTING, CAST AND THE USE OF DIALOGUE AND MUSIC THROUGHOUT. THE HUMOROUS PART OF THE ADVERT COMES FROM LINKING THE BRAND, AND ITS MESSAGE WITH A CHARACTER AND LIFESYLE THAT AT FIRST SEEMS OBSURD. THIS ADVERT SUCCESSFULLY MASHES THE TWO THINGS TOGETHER TO CREATE A VERY INTERESTING CAMPAIGN.
HUMOUR JOHN WEST SALMON
WHO? : JOHN WEST (2001) WHAT? : SALMON USP? : ENDURING THE WORST, TO BRING YOU THE BEST. WHY? : THIS ADVERT WON NUMEROUS AWARDS FOR ITS HILARIOUS DEPICTION OF A MAN FIGHTING A BEAR FOR IT’S SALMON. IT WORKS WELL BECAUSE, LIKE THE ABOVE ADVERT IT PUTS SOMEONE IN A PLACE, OR SITUATION THAT SEEMS OUT OF THE NORM. THE BEAUTY OF IT’S SIMPLICITY AND ACCESSIBILITY ARE WHAT MAKE IT SUCH A GOOD ADVERT. HUMOUR IS A POWERFUL ALLY WITHIN ADVERTISING AND HELPS FORGE A SOLID BRAND-CONSUMER RELATIONSHIP. VIDEO HERE
HUMOUR DIESEL: BE STUPID
WHO? : DIESEL (ANOMOLY LONDON) WHAT? : DENIM / CLOTHING USP? : TRENDY, YOUTHFUL, CHALLENGING. WHY? : THIS HUGE ADVERTISING CAMPAIGN WORKS IN A SIMILAR WAY TO BENETTONS, IN THAT IT SELLS IDEALS, AND A LIFESTYLE AS OPPOSED TO CLOTHING. THE ADVERT ASKS ITS CONSUMERS TO LIVE FREE, STAY YOUNG, MAKE MISTAKES AND BE STUPID. IT IDENTIFIES SITUATIONS THAT WOULD MAKE PEOPLE OF ITS TARGET MARKET (18-35) LAUGH.
HUMOUR DIESEL: BE STUPID
NO LESS THAN 15 SLOGANS SUPPORT THE 40 DIFFERENT IMAGES. THIS IS A PROLIFIC CAMPAIGN, TO SAY THE LEAST. • • • • • • • • • • • • • • •
SMART MAY HAVE BRAINS BUT STUPID HAS THE BALLS STUPID MIGHT FAIL. SMART DOESN’T EVEN TRY. SMART HAS THE PLANS, STUPID HAS THE STORIES. SMART SEES WHAT THERE IS, STUPID SEES WHAT THERE COULD BE. SMART LISTENS TO THE HEAD. STUPID LISTENS TO THE HEART. SMART SAYS NO. STUPID SAYS YES. IF WE DIDN’T HAVE STUPID THOUGHTS, WE’D HAVE NO INTERESTING THOUGHTS AT ALL. STUPID IS TRIAL AND ERROR. MOSTLY ERROR. SMART MAY HAVE THE ANSWERS. BUT STUPID HAS ALL THE INTERESTING QUESTIONS. SMART HAD ONE GOOD IDEA AND THAT IDEA WAS STUPID. SMART CRITIQUES. STUPID CREATES. SMART PLANS. STUPID IMPROVISES. ONLY THE STUPID CAN BE TRULY BRILLIANT. WE’RE WITH STUPID. LONG LIVE STUPID