HA3 Task 3 - Advertising Techniques

Advertising Techniques

Aristotle, the Greek philosopher (384 -322) stated tree terms within his work, The Art of Rhetoric: 

Ethos - Ethos is an appeal to the authority or honesty of the presenter.

Pathos - Pathos is an appeal to the audience's emotions.

Logos - Logos uses facts and figures to support the message. 


Advertising Techniques are the tools you use to:

Attract attention
Engage minds
Trigger emotions
Change what people think

All which have the customers/viewers to click, vote or to buy. For marketers, creative techniques can turn prospects into buyers.

Techniques can be sorted into:

Persuasive 
Dramatic
Positioning
Engagement 
Direct response
Branding 

Example of Techniques:

Sex



One of the main techniques into selling a product is sex, a feature of sex in advertising is that the imagery used, such as that of a pretty woman, typically has no connection to the product being advertised. The purpose of the imagery is to attract the attention of the potential customer or user. The type of imagery that may be used is very broad, and would include nudity, Pin-up girls, and hunky men, even if it is often only suggestively sexual. Even though these attractive men and women have nothing to do with the product (sometimes they do) they are very appealing to the customers/viewers.This is sometimes because they customers/viewers can become envious of the model portrayed in the advert therefore wanting to buy the product so they can be like/similar to them. As many people say "Sex Sells" and personally I think it does, this is because if you see and attractive men or women you either want to be like them or with them this meaning you will buy the product. For example the video above is about a perfume cosmetic which shows a attractive man and women using this perfume and then shows them revealing themselves but not in explicit forms. This is showing the viewers/customers how 'sexy' the models are and at the end after all the destruction within the advert they find each other and kiss which again is showing off the sex appeal. 


Humour


Humour can also be used to catch the audiences attention, making it a funny advert and giving it something to talk about will make it more memorable. Also the thought of using a well known song works as well because people can remember it from the song as well. It is also a unique and has never been done before. 

Dramatic





Problem/Solution






Evoking Emotions