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Advertisers have many methods to get you to try a product and be loyal
to it. Lots of times, what they are selling is a lifestyle, or an image, rather than the product. Here are some ways they get us to spend money on things we may not Want.
Ideal Families-always seem perfect. The kids are cool and they have the hottest fashions, haircuts, and toys. Ideal families are all attractive-and they never argue! Ideal families represent the types of people that
people watching the ad would like to be.
Family fun-an ad that shows a product bringing families together or helping them have fun together. For example, Mom or Dad brings home the "right" food and a boring dinner turns into a family party.
Excitement-Food is great fun! One bite of this and you're surging in California or soaring on your skateboard!
Star Power-Your favorite sports star or celebrity is telling you that this
product is the best! It's very effective. People listen and they usually don't remember that the star is paid to support the product.
Bandwagon-Join the in-crowed! Don't be left out! Everyone is buying this-Why aren't you?
Put downs-Advertisers criticize the competitor's product to make their own product seem better.
Facts and Figures-Advertisers use facts and statistics to make their
statements more credible. Unfortunately these "facts" are often not completely true.
Repetition-Advertisers hope that if you see a product or hear its
name over and over again, you will be more likely to buy it. Sometimes
the same commercial will be repeated over and over again during the same television program.
Heart Strings-Ads tell you a story that make you feel good. For example, one McDonalds
commercial shows a dad and his son shoveling snow together. When they finish, the son buys his
dad lunch at McDonalds.
Sounds Good-Music and other sound effects add to the excitement of commercials. Those little tunes that you just can't get out of your head make you think of the product. Have you ever noticed that the commercials are louder than the program?
Cartoon Characters-Tony the Tiger sells cereal and the Nestles Nesquik Bunny sells chocolate milk. Cartoons like these help kids identify with product.
Misleading Words- Advertisers are supported to tell the truth,but sometimes they use words that can mislead viewers. Look for phrases in commercials like part of, the taste of real, natural, new, better tasting, and because we care. There are hundreds of these deceptive phrases.
Omission- Advertisers don't give you the entire story about their product.
For example, an ad claims that a sugary cereal is part of a healthy breakfast. It doesn't claim that the breakfast is healthy (or even healthier) without this product.
Are You Cool Enough?-Advertisers try to convince you that if you don't use their products, you are not cool. Usually advertisers do this by showing people who look uncool trying a product and then
suddenly becoming hip.
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