Advertising is a type of persuasive message that is designed to motivate consumers to buy a product.  The advertising industry uses specific techniques to appeal to their target audience.  This is a list of some techniques that are often used not only in advertising, but also in any persuasive message.

Card Stacking:  list of reasons why the product or service is good. Ads giving only the positive side of a product or service, ignoring negative aspects. Soda advertisements that neglect to mention the large amount of empty calories contained in the product.

Repetition:  makes product or service familiar to consumer. Where a message is repeated loudly and very often in the hope that it will eventually be believed.

Examples:
The product, HeadOn, is said or implied to cure headaches. One rubs HeadOn on one’s head. The television commercial shows a woman doing exactly that.






The element that is being repeated is the colour green. An element on a slide is a text, an image, a combination of text and image or colour of image or text. The green colour which comes at the top and bottom is making sure your eye stays on the slide for more time and it alternates between the top and bottom. This way we spend more time reading the ad.



Technical jargon:  identifies product or service with an idea. Uses technical words to impress the consumer.
Examples:
Nike has been using the slogan 'Just Do It.' since 1998. The phrase was coined by Dan Wieden, the co-founder of advertising agency Wieden+Kennedy.


The Power of Dreams, Honda’s global brand slogan, expresses Honda’s ambition to realize and inspire extraordinary dreams


Logo:  identifies product or service with a symbol.  
Examples: 
The Nike “Swoosh” logo was created in 1971 by Carolyn Davidson, a graphic design student at Portland State University. The logo represents the wing of the Greek Goddess of Victory from which the name Nike was derived.




Snob Appeal:  associates product or service with a personality or lifestyle. Where someone encourages us to think his product would make us better, or stand out, from everybody else.

Examples:

The ad I chose is a Starbucks ad that uses snob appeal.  The ad reads, “If your coffee isn’t perfect, we’ll make it over.  If it’s still not perfect, make sure you’re in a Starbucks.”  At the bottom is the slogan, “It’s not just coffee.  It’s Starbucks.”  Basically, Starbucks is claiming that their coffee is superior to all other coffee.  Anything else just won’t do.  I think this advertisement is persuasive because it makes me perceive Starbucks as the best brand.  Starbuck’s has an excellent brand and I think it would be really cool to work for someone like them one day.






Cause and Effect:  use this product or service and your problems will disappear
Examples:
 BUCHANG NAOXINTONG merupakan obat tradisional China untuk mencegah serangan stroke. Buchang Nao Xintong juga merawat dan memperkecil serangan jantung koroner.
    Penelitian menunjukkan bahwa obat ini menekan:

    * Aglutinasi trombosit akibat ADP.
    * Menekan pembentukan trombosis.
    * Meningkatkan volume aliran darah ke otak.
    * Memperpanjang waktu pembekuan darah.
    * Menghambat proses penyumbatan darah pada otak sehingga memperkecil resiko Serangan STROKE.

This advertisement using cause and effect technique if someone use this product his/her problem will disappear.

Emotional Appeal: uses emotion to sell a product or service (pity, fear, patriotism, happiness,etc.). Audience transfers that feeling to the product.
Examples:
Shock advertising could also refer to the usage of emotional appeals such as humor, sex or fear.












Fear appeals are often used in marketing and social policy, as a method of persuasion. Fear is an effective tool to change attitudes, which are moderated by the motivation and ability to process the fear message.








Price Appeal:  consumers will be getting something extra for less money
Examples:
ads with price appeal is often used to promote the sale of certain products. and an approach to advertising as a major factor in the price of the core message










What was done by Mc. Donalds want to work on a huge market, which has a market funds 'enough' and still want to feel the delicious

















Testimonial:  someone endorses the product. A famous personality is used to endorse the product

Examples:
Testimonial ads have a double advantage. They can be an effective way to engage and interest your audience. And a great way to characterize the brand's personality and relationship with the audience.

Serena Williams promotes Gatorade. She wants her fans to buy it.

So ALL of these respected people are trying to persuade people (fans) to buy a certain product. Thinking since their fans see them giving a thumbs up to the product that they will buy the item.{This is called TESTIMONIAL}.






Sex Appeal: the product will enhance you sexual attractiveness.
Example:
The purpose of the imagery is to attract the attention of the potential customer or user. the product will enhance you sexual attractiveness.








Described in the ad, group of a construction worker holding a plastic bag containing colorful drinks with the condition are still sluggish and dispirited. Then comes, the man took a glass of yellow drink Extra Joss and insinuated his friends, saying "“LAKI, minum Extra Joss”. This indicates more clearly who the target market segment by Extra Joss today.








Bandwagon:  uses peer pressure to influence the consumer. If everyone else is doing it so should you. Where someone pressures us to do something just because many other people like us are doing it. Consumers assume that if others buy it, the product must be good.
Examples:
Sunsilk as a brand collaborated with hairstylist world, to create the appropriate shampoo products with different types of women's hair in the world. Sunsilk reinforce its brand as a brand that is trusted by the world's master stylist and make partnership in creating great products for women in the world.








Confusion:  gains the consumers attention by confusing them, and then retains the attention as the consumer tries to figure out the message.
example of the confusing marketing messages is this screenshot from the Playbook’s homepage. The tag line here is: “The world’s first professional-grade tablet.”
I’m not at all surprised that Blackberry is pitching this as a professional-grade, enterprise tablet. These are the type of users I would expect to be buying a Blackberry tablet. IT departments are looking to Blackberry to provide a tablet that integrates well into their existing security standards and presumably all of the Blackberry smartphones they have. However, this message becomes confusing when you pair it up with all of the other messages and ads showing the Playbook primarily as a media consumption device. Users are shown watching music videos and playing games, not banging out emails or working on PowerPoint presentations. It’s going to be hard for enterprise users to take this thing seriously.


Transfer:  associates the product with words or ideas that may or may not be related to the product.  The association seeks to transfer certain qualities to the product. Where an advertiser gets us to associate our good or bad feelings about one thing, to another unrelated thing.  
"Sampoerna Hijau, asyiknya rame-rame" (read: smoking was associated with friendship)








Name Calling:  the advertiser compares its product or service to the competition in a way that is favorable to the advertiser.

Plain Folks:  the advertiser tries to identify its product with common people just like you. The suggestion that the product is a practical product of good value for ordinary people.
Example:
The first example is a everyday baby promoting different foods.
















SUBWAY has a man promoting them by saying if you eat SUBWAy you will lose weight. This guy is basically telling you if you eat SUBWAY you will lose weight.















Avante garden:
Facts and Figures:
Magic Ingredients:The suggestion that a miraculous discovery makes a product effective.Often seen in ads for diet pills.


Weasel Words is used in advertising to make a claim look legitimate to the casual listener or reader. On closer examination it, too, proves to be empty and meaningless.
Example:


wow butter claims to "tastes just like peanut butter" does not actually peanut butter.  "tastes like" are weasels.

















Commonly used weasel words include: "helps", "acts", "works", "can be", "up to", "as much as", "refreshes", "comforts", "fights", "the feel of", "looks like", "tastes like", and "strengthened".

 














Bribery: This technique tries to persuade us to buy a product by promising to give us something else, like a discount, a rebate, a coupon, or a "free gift.” Sales, special offers, contests, and sweepstakes are all forms of bribery. Unfortunately, we don’t really get something for free -- part of the sales price covers the cost of the bribe.
Example:
Bribery seems to give a desirable extra something.  We humans tend to be greedy.

















Glittering Generality:  the viewer is given a general feeling about the product, but not much else.
Example:
"Semua dokter gigi menggunakan Oral B" (note: that the number and location not been specified).











In the ad, glittering generalities technique demonstrated through the actions and performance of commercial star. The soccer players can play with a very agile running and playing ball. Indirectly, the message delivered by this commercial is, if you use Nike, then you have a good performance in sports like the star field. It also depicted the life of football player reliable filled with prestige. It can be seen from the clothes worn while attending the event, the car driven, to the food they eat. Life like this that would be obtained if using Nike, a high level of life


Bait and Switch: Dishonest tactic in which a salesperson lures customers into a store with the promise of a bargain. Consumers are persuaded to buy a more expensive item. Bait and Switch adv is now mostly done by the business by distributing invitations to prospective customers to take the prize for free then persuaded consumers to buy goods with a spectacular discount when price and quality of goods have been manipulated.


Wit and Humor: Used to make audiences laugh, but provides little information about the product or service. Consumers remember the ad and associate positive feelings with the product.
Examples:
Customers are attracted to products that divert the audience by giving viewers a reason to left or to be entertained by clever use of visual or language.








In the ad, Ronaldo wished to become the third team uniforms and unfortunately remains very small. Consequently, with the accompaniment of cheering spectators, Ronaldo out of the dressing room wearing a tight uniform. This section has been designed to tickle the audience belly