establish credibility - choose appropriate language, make yourself sound unbiased, introduce your expertise, use correct grammar & syntax

invoke emotion - inspire emotions, use meaningful language and emotional tone, describe emotional stories & events

use logic - use advanced or theoretical language, cite facts, use historical and literal analogies, construct logical arguments

consider the timing - make an argument that is relevant at that moment by considering the environment, cultural and historical events, economic conditions, political climate, and social factors

something that is directly, fully, and/or clearly expressed or demonstrated. these tend to be able to be proven or disproven.

works off of the idea that novel (new) things and novel ideas are better than old things and old ideas.

the linking of a product, service, or idea with something already linked or desired by the target audience, such as fun, pleasure, beauty, security, intimacy, success, wealth, etc.

many advertisers invoke a time when life was simpler and quality was supposedly better. this technique works better because people tend to forget the bad parts of the past, and remember the good.

(superlatives, comparatives, hyperbole) superlatives (greatest, best, most, fastest, lowest prices), comparatives (more, better, than, improved, increased, fewer calories), hyperbole (amazing, incredible, forever), exaggeration, etc. are used to add hype

many ads show lots of people using the product, implying that "everyone is doing it." no one likes to be left out or left behind, and these ads urge us to "jump on the bandwagon."

uses good-looking models (who may also be celebrities) to attract our attention.

using "regular people" in ads. it's often used to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too.

life is complicated. people are complex. problems often have many causes, and they're not easy to solve. these realities create anxiety for many of us. persuaders offer relief by ignoring complexity and proposing a simple solution.

people testifying about the value or quality of a product, or endorsing an idea. they can be experts, celebrities, or plain folks. they often appear to be a neutral third party.

an attempt to persuade consumers 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.

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advertising basics

english quiz

Term	Definition
ethos	establish credibility - choose appropriate language, make yourself sound unbiased, introduce your expertise, use correct grammar & syntax
pathos	invoke emotion - inspire emotions, use meaningful language and emotional tone, describe emotional stories & events
logos	use logic - use advanced or theoretical language, cite facts, use historical and literal analogies, construct logical arguments
kairos	consider the timing - make an argument that is relevant at that moment by considering the environment, cultural and historical events, economic conditions, political climate, and social factors
explicit claims	something that is directly, fully, and/or clearly expressed or demonstrated. these tend to be able to be proven or disproven.
novelty	works off of the idea that novel (new) things and novel ideas are better than old things and old ideas.
association	the linking of a product, service, or idea with something already linked or desired by the target audience, such as fun, pleasure, beauty, security, intimacy, success, wealth, etc.
nostalgia	many advertisers invoke a time when life was simpler and quality was supposedly better. this technique works better because people tend to forget the bad parts of the past, and remember the good.
intensifiers	(superlatives, comparatives, hyperbole) superlatives (greatest, best, most, fastest, lowest prices), comparatives (more, better, than, improved, increased, fewer calories), hyperbole (amazing, incredible, forever), exaggeration, etc. are used to add hype
bandwagoning	many ads show lots of people using the product, implying that "everyone is doing it." no one likes to be left out or left behind, and these ads urge us to "jump on the bandwagon."
beautiful people	uses good-looking models (who may also be celebrities) to attract our attention.
everyman	using "regular people" in ads. it's often used to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too.
simple solution	life is complicated. people are complex. problems often have many causes, and they're not easy to solve. these realities create anxiety for many of us. persuaders offer relief by ignoring complexity and proposing a simple solution.
testimonials	people testifying about the value or quality of a product, or endorsing an idea. they can be experts, celebrities, or plain folks. they often appear to be a neutral third party.
bribery	an attempt to persuade consumers 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.

Created by: 4021561

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