|
avant garde
|
the suggestion that using this product puts
the user ahead of the times e.g. a toy manufacturer encourages kids
to be the first on their block to have a new toy. |
|
bandwagon
|
the suggestion that everybody is using the
product and that you should too in order to be part of the group e.g.
a credit card company quotes the number of millions of people who use their
card. |
|
facts and figures
|
statistics and objective factual information
is used to prove the superiority of the product e.g. a car manufacturer
quotes the amount of time it takes their car from 0 to 100 k.p.h. |
|
glittering generalities
|
“weasel words” are used to suggest a positive
meaning without actually really making any guarantee e.g. a famous sports
personality says that a diet product might help you to lose weight the
way it helped them to lose weight. |
|
hidden fears
|
the suggestion that this product will protect
the user from some danger e.g. a laundry detergent manufacturer suggests
that you will be embarrassed when strangers see a “ring around the collar”
of your shirts or blouses. |
|
magic ingredients
|
the suggestion that some almost miraculous
discovery makes the product exceptionally effective e.g. a pharmaceutical
manufacturer describes a special coating that makes their pain reliever
less irritating to the stomach than a competitor’s |
|
patriotism
|
the suggestion that purchasing this product
shows your love of your country e.g. a company brags about its product
being made in Canada and employing Canadian workers. |
|
plain folks
|
the suggestion that the product is a practical
product of good value for ordinary people e.g. a cereal manufacturer
shows an ordinary family sitting down to breakfast and enjoying their product. |
|
snob appeal
|
the suggestion that the use of the product
makes the customer part of an elite group with a luxurious and glamorous
life style e.g. a coffee manufacturer shows people dressed in formal
gowns and tuxedos drinking their brand at an art gallery. |
|
transfer
|
words an ideas with positive connotations
are used to suggest that the positive qualities should be associated
with the product and the user e.g. a textile manufacturer wanting people
to wear their product to stay cool during the summer shows people wearing
fashions make from their cloth at a sunny seaside setting where there is
a cool breeze |
|
testimonial
|
a famous personality is used to endorse the
product e.g. a famous hockey player recommends a particular brand of
skates |
|
wit and humor
|
customers are attracted to products that divert
the audience by giving viewers a reason to laugh or to be entertained by
clever use of visuals or language. |