Persuasive Techniques in Adverts

GCSE - Cross Media

HumourHumour makes

adverts more memorable.

If you can make people laugh, you can persuade them!

Repetition Slogans, images and

brand names can be repeated and add creditability to a campaign.

Slogans remain in the memory long after the advertising campaign has finished.

Shock TacticsBenetton and

Barnardo’s have used shock tactics to grab the attention of the audience

Sex SellsThe most effective

and persuasive technique.

If people think the product will make them more attractive to the opposite sex then they will buy it.

StereotypesThese are useful in

advertising because they are easily identifiable and tend to bring certain messages with them

Example: Indian Mother in Tilda Rice Advert 2007

Intertextual referencesUsing other texts to

create or ad meaning to an advert

FearYou must buy this

product or something bad will happen!

Warm & FuzzyUses sentimental

images to sell products

Beautiful PeopleUsing good looking

models as if telling us we will look like them if we use the product!

Reward and Punishment Probably the most important persuasive tool

in advertising.Physical Rewards are offered like - BOGOF,

or a cream that makes you look younger.Rewards can be psychological though -

example Dog food that ‘gives him a healthy coat and gums’. If you don’t buy the food you will be punishing your dog

Signifier What is literally ‘in

the picture’, such as colours

This is known as denotation

SignifiedThe interpretations or

meanings which can be associated with parts of the picture.

This is known as connotation.

E.g the colour green has connotations of envy, nature and eco -friendliness

Preferred Meaning All media texts have

preferred meanings.It’s the way they are

constructed to encourage you to see them in a certain way.

Example the lighting or shot angle used

Nike was attacked by church for Christ like picture.

AnchorageWhen an advert

uses a caption to fix the meaning of an image

Example: WELLA Shockwaves advert

“Style like an angel, play like a devil.”