Advertisement Flashcards
Acronym
Please Call Aunt Vera To Eat Vietnamese Spring rolls.
(Product/producer, Context/culture, Audience, Values, Text, Emotions/mood, Visuals/layout, Subtext)
Association
the linking of a product with something that is already liked or desired by the target audience.
Bandwagon effect
advertisers show that lots of people are using the product. no one likes to be left behind, so not using the product would be “uncool.”
Beautiful people
advertisers use good looking models and/or celebrities to attract our attention.
Bribery
an attempt to persuade consumers to buy a product by promising to give us something like a discount.
Celebrities
people tend to pay attention to famous people, hence ads that use these, grab our attention.
Experts
experts advice us about things that we don’t know ourselves, and so we are more likely to trust the credibility of the product.
Explicit claims
specific, measurable promises about quality, effectiveness and reliability of the product.
Fear
something disliked or feared by the intended audience to promote a “solution.”
Humour
humour grabs the consumers’ attention. the laughter is associated with the great product.
Intensity
the language of ads is full of intensifiers, including superlatives, hyperbole, exaggeration to hype the product.
Plain folks
consumers may believe a “regular person” more than an intellectual or a high paid celebrity.
Testimonials
people testifying about the value or quality of a product makes it sound believable to consumers as they appear to be a neutral third party.
New
consumers love new things because “they are better than old ones.”
Nostalgia
advertisers invoke a time when life was simpler and quality was supposedly better.
