Along with effectively conveying a message, advertiser often try to persuade the audience to think a certain way or buy a certain product or service.
Testimonial - the use of a famous person to endorse a product or service. Movie stars and professional athletes are often used.
Bandwagon - convincing the audience that everyone is doing it. So if a member of the audience wants to be socially acceptable, they will also do it.
Attractive Models - convincing the audience that purchasing a product or service will make them attractive too.
Time and Money Savers - convincing the audience that purchasing a product or service will save them time or money. (Example: Using money saving coupons as a means of selling newspapers.)
Fear - making the consumer feel insecure or unprotected. (Example: using vehicle crash statistics to sell a safer vehicle.
Buzz Words - popular words or phrases. Quoting Paris Hilton "That's Hot"
Slogans - short phrases to help the consumer remember a product.
Direct Order - convincing the audience to respond to authority. "You must protect your home and family with brand X smoke detectors."
Repetition - repeating a word or phase to gain the audience's attention
Name Calling - judging the competition. "Brand X detergent makes your whites whiter than brand Y."
Snob / Popularity Appeal - Appeal for the desire to achieve status.
Facts and Figures - Statistics about a product or service. "Car Y has the highest government safety rating, five stars"
Deception - simplification, half-truths, or exaggerated comments.
Loaded Words - Words with emotional appeal.
