Persuasive Techniques in Advertising

Persuasive techniques in advertising are broken into 3 basic categories of interpretation:

Pathos:

Pathos refers to the emotional appeal of the advert, whether that be positive or negative. This can be a powerful motivator and can take the audience through a journey of emotions. For example, charity adverts often focus on projecting guilt in the opening of the advert but then end on a more positive hopeful note to convey how the audience have already helped those in need. It is harder to exude an emotional connection from print advertising.

Logos:

Logos, however, uses logic, statistics and reason to appeal to the audience. By using facts and figures they are telling the audience in black and white why they should buy the brand. Often this is done through sample testing to give a percentage of people who enjoyed the product or saw results, making the audience believe if it worked for them it will work for me. Some common statements being: ‘Clinically tested’, 80% of people use …’ or ‘contains two of your five a day’.

Ethos:

Ethos appeals to the credibility or character of the brand. It uses techniques to convince the audience that compared to other brands they are more reliable and honest. Like Logos, this can involve statistics often presented from an expert source, for instance ‘doctors recommend’ or ‘dentists use’. It can also be conveyed through the use of popular and clean celebrities, if the public trust or admire the celebrity they will trust the brand they are representing and more likely purchase the product in support. Ethos can also use pathos to create the character of their brand. Ethos can be harder for a new company or less established to present.

Techniques used to appeal to audiences

Early Adopters/Bleeding Edge:

Some advertising, mainly technology, the brand appeals to the audience with a product that is new, ahead of its time and would put the consumer ahead of others. Bleeding edge originates from the saying ‘cutting edge’ implying that it comes even before the cutting edge.

Not Promising, just implying:

Advertisers cleverly imply facts about their products without giving concrete statements, often through the use of ‘might’ or ‘could’. This allows brands to suggest a positive meaning without making a guarantee that they can’t fulfil. This is more frequently seen in health food advertising and newspaper headlines to lure the consumer in.

Magic ingredients:

Brands can go as far as to trademark made up magic ingredients in their products to bolster their credibility, this is mostly seen in make-up and beauty products.

Transfer:

Transfer uses specific wording and imagery to present the product as positive. These words and images present the brand’s image, for example, Hollister sells Californian nostalgia whereas a fragrance brand will use it to sell glamour. They can also use actors and celebrities to create this imagery.

Every day/Ordinary:

Many brands, instead of selling glamour and a wealthier lifestyle, will appeal to the audience through everyday situations. Mainly supermarkets and cheaper brands will advertise practical and good value products using normal families and locations.

Luxury/Snob appeal:

On the other end of the scale are brands selling products because they are more elite and a luxury. Consumers buy into these products to join this elite group and tap into a more glamorous lifestyle. These products tend to go to excess to sell a unique feature that perhaps the consumer wants but doesn’t need.

Bribery:

A very common use of advertising seen in retail are offers and bribery. The brand will convince the audience to buy more through 3 for 2 offers or offering something extra.

Localism:

Brands also appeal to audiences through patriotism and localism. In America, it is more commonly used as a serious marketing tool, whereas in the UK it is more light-hearted. By buying a product the consumer is buying into a location, therefore the values of the location are transferred to the brand. For example, the PlusNet advertising campaign uses Yorkshire and the imagery that goes with that to sell the idea of a home-grown British business with English call centres.

Packaging:

Stepping away from video and print advertising, packaging can also give a brand appeal and help them stand out from the rest. Different materials can give different impressions to the consumer, for example, glass can give the impression of luxury or quality whereas plastic is more ergonomic. The design elements such as colour and type can also be used by brands to sell a certain image to the consumer.