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Module 6 Presentation Readings Assignments

Advertising Techniques - Feeding the Lizard Brain

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Emotional Appeals

There are many types of emotional appeals but the eight most common are:

1) Transference

Transferring emotions from a concept or object to another concept or object.

2) The Product as Hero

This is the cousin to the product demonstration since it shows the product in use. But it uses emotional appeals rather than factual ones.

3) Glittering Generalities

Using vague adjectives loaded with positive emotional connotations to promote a product, person, or idea.

4) Slice of Life

Tell a real story about a real person with a real need. Then solve that need with your product, person, or idea.

5) The Spokesperson

Trust me .......

6) The Slogan

As Hitler noted in the previous section, slogans have enormous power. They can condense complex ideas into an easily remember phrase. And a memorable slogan can short cut critical thinking.

7) Name Calling

Make your product look good by making the other product look bad. Side by side product demonstrations are one way to do this.

8) The Bandwagon

Peer pressure applied to the marketplace of goods and ideas.

1) Transference

This may be the most common emotional technique.

The advertisement introduces an emotional concept (often sex) and subtly transfers the positive or negative emotions associated with that concept to the product.

But when you analyze the "facts" in a transference ad, the equation often reads:

Drink beer = get sex

Drive car = get sex

Drink diet cola = get sex

There's no subtilty with this product.
No subtilty here, either.

Sex can be used to sell anything. Even video games.

While sex is a common target of transference, it's not the only one. The ad to the right links tobacco with "women power".

The political version has a candidate stand next to a flag or kiss a baby. Or it juxtaposes a picture of them with negative images, like the ad to the right. With negative ads, transference is combined with "Name Calling."

This public service ad asks us to make a simple transference. If the transference is successful in our minds, the ad is very powerful.


2) The Product as Hero

The product in action illustrates an idea or solves a problem.

To succeed, the ad must relate to the reason consumers buy the product and the way they use it.

This technique is often found in health products such as deodorant, toothpaste, mouthwash. Cleaning supplies also use this technique, as in the Wisk "Ring Around the Collar" campaign.

It is related to the factual technique of product demonstration, but often relies on emotional impact rather than facts about the product. When the focus of the ad is a person rather than the product, it's called a "slice of life" ad.

Clerasil
Click for larger image
©1951, Procter & Gamble

Alka Seltzer
Click for larger image
©1974, Miles Laboratory

One of the most famous "product as hero" ads of the 1960's involved a baby chick and a pot of boiling water. As the best ads do, it combines several techniques. It's a product demonstration and the ad is full of facts. But its power comes from emotion.

3) Glittering Generalities

Broad ideals and virtuous words used to sell a point of view.

These adds use words like "best," "greatest," "preferred by" but don't support them with specific facts. Instead of facts, emotional triggers like "freedom," "truth," "liberty" are used.

The classic Miller Lite "Tastes Great - Less Filling" campaign was designed around two glittering generalities.

As you can imagine, Glittering Generalities is a favorite technique of political ads.

Coke Christmas ad
Click for larger image
©2017, Coca-Cola

4) Slice of Life

Slice of Life is a narrative technique that can work on several emotional levels. These advertisements tell a story about a person in need. Realism is the key, since they are supposed to be a glimpse into a person's life.

First, show a problem but never in the abstract. Always link the problem to a specific person.

Next, give advice on how to solve the problem. This advice always involves the product.

Next, show the solution. The product is always the solution.

Finally, show reward. There must always be a "payoff" that shows the person with their problem resolved. It's this reward that implants the value of the product on the viewer's mind.

This formula often places the "Product as Hero" as the focus of the "Slice of Life."

Columbia Sportswear
Click for larger image
©2017, Columbia Sportswear

Prevent child abuse, drink Sanka! This also works as "Product as Hero".
Sanka Coffee
Click for larger image
©1952, General Foods

Below is one of the classic slice of life spots where the product is hero.

The problem? Acid indigestion. Advice? Take two of these. The solution? Alka-Seltzer. The reward? No pain

This slice of life works on many different levels but fails.

The problem? Stupid women. Advice? Go to the fair. The Solution? The L.A. County Fair. The Reward? ????. We don't see the reward - the payoff - so the ad has little motivating impact.

Also, what ideological message does this ad send regarding women?

Advertising Techniques - Feeding the Lizard Brain

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©2017, Terry Dugas

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