Identifying the Hidden Persuaders in Advertising
Bandwagon: Join the crowd. Everyone is buying it/using it/doing it.
Testimonial: A famous person or authority claims the product is good.
Image Advertising: A product is associated with certain people, places, activities. The implied message is one of attractiveness, wealth, enjoyment, etc.
Weasel: A promise is implied by using words like "usually" or "chances are".
Omission: Facts about the product are not told.
Repetition: Saying it again and again.
Scale: Making a product bigger or smaller.
Association: Promising adventure, attractiveness, quality.
Name-calling: Making the product seem better by using unpopular terms about the competition.
(For additional techniques, students might like to read the handouts Common Advertising Strategies