Advertising Tactics



The ad compares the advertiser's "superior" brand to another "inferior" brand.

Contests/Special Promotions


The ad features a contest/special promotion in relation to the product (e.g. back stage passes to a  concert, etc.) viewers may feel like they need to buy the product in order to win.


Glamour/Sex Appeal


A sophisticated, sexy person is shown using the product. This implies that the buyer will become sexy or sophisticated by using the product


Glittering Generality


The ad uses expressions like, "the best" or "the only" even though they are not substantiated (justified)




The ad uses graphics to engage viewers in what is being advertised


Having Fun


People in the ad are having a really good time. The hidden message is that you will have fun as well if you buy the product.


Health Appeal


the ad suggests that the product can do wonders for the consumer's health.




The ad uses comic characters, dialogue, or pictures to promote the product.




The ad suggests manipulative, exaggerated or untruthful messages, such as "smoking is healthy" or "if you drink beer, you'll have a lot of friends"




The ad uses music (e.g. usually current music or pop songs from the past) to attract the viewer to the product


One of the Gang


The ad suggests that "everybody" is doing it or using the product. The buyer does not want to be left out


Role Model/Opinion Leader


The ad uses a "cool" person to promote the product. The main message is "if you want to be like me, use this product"


Sensory Appeal


The ad uses images, sounds and colours that are appealing to the senses


Snob Appeal


The ad suggests that even thought the product costs more, it's worth it!




The as uses statistics to impress the consumer. These ads do not provide any information about the source of the statistics




The ad emphasizes the brand logo or catchy saying, e.g., the "apple" for Mac computers



Please Note: This was taken directly from a handout recieved in class, and was not altered in any way. All credit to (Ophea, 2000)