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

and Food Advertising Strategies.)