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Techniques of advertising.

Advertisers use several recognizable techniques in order to better convince the public to buy a product. These may include:

Repetition: Some advertisers concentrate on making sure their product is widely recognized. To that end, they simply attempt to make the name remembered through repetition.

Bandwagon: By implying that the product is widely used, advertisers hope to convince potential buyers to "get on the bandwagon."

Testimonials: Advertisers often attempt to promote the superior quality of their product through the testimony of ordinary users, experts, or both. "Three out of four dentists recommend..." This approach often involves an appeal to authority.

Pressure: By attempting to make people choose quickly and without long consideration, some advertisers hope to make rapid sales: "Buy now, before they're all gone!"

Appeal to emotion: Various techniques relating to manipulating emotion are used to get people to buy a product. Apart from artistic expression intended to provoke an emotional reaction (which are usually for associative purposes, or to relax or excite the viewer), three common argumentative appeals to emotion in product advertising are wishful thinking, appeal to flattery, and appeal to ridicule. Appeals to pity are often used by charitable organizations and appeals to fear are often used in public service messages and products, such as alarm systems or anti-bacterial spray, which claim protection from an outside source. Finally, appeals to spite are often used in advertising aimed at younger demographics.

Association: Advertisers often attempt to associate their product with desirable imagery to make it seem equally desirable. The use of attractive models, a practice known as sex in advertising, picturesque landscapes and other alluring images is common. Also used are "buzzwords" with desired associations. On a large scale, this is called branding.

Advertising slogans: These can employ a variety of techniques; even a short phrase can have extremely heavy-handed technique. For example, Ford's slogan "We want you to think about buying a Ford" is an extreme pressure tactic directed straight at the viewer, and McDonalds' slogan, "I'm lovin' it" is a combination of many different techniques, including a variety of associative responses ("it" invokes both the brand and product, as well as the slogan already being a popular phrase), and cognitive dissonance: The pronoun "I'm" causes dissonance—there is no "I" in the context—and viewer will compensate to reduce dissonance by acceptance of the phrase as one's own idea.

2. This Johns Hopkins – educated engineer with an MBA…

This Johns Hopkins – educated engineer with an MBA from Harvard has turned his original concept into a reported $1 bn-a-year multimedia news and information empire. Today Bloomberg owns a news wire service and a satellite television network.

He also syndicates radio programming, publishes a consumer financial magazine and maintains a Web site that he says gets 45,000 visitors a day. Bloomberg’s name has become prominent throughout the investment and news-gathering industries. Through Bloomberg has fewer subscribers than Reuters and Dow Jones/ Telerate, his competitors in the financial information business, his system is growing faster and is often praised as easier to use.



Yet, unless you belong to the financial world, you may not have seen his empire growing, but Bloomberg, with his privately held company, may exert more autocratic control than any one man in the information business.

Áèëåò ¹ 13.


Date: 2015-12-24; view: 748


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