Avant garde: the suggestion that using this product puts the user ahead of the times, e.g. a toy manufacturer encourages kids to be the first on the block to have a new toy.
Bandwagon: the suggestion that everybody is using the product and that you should too in order to be part of the group, e.g. a credit card company quotes the number of millions of people who use their card.
Facts and figures: statistics and objective factual information is used to prove the superiority of the product, e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 kph.
Hidden fears: the suggestion that this product will protect the user from some danger, e.g. a laundry detergent manufacturer suggests that you will be embarrassed when strangers see “ring around the collar” of your shirts or blouses.
Magic ingredients: the suggestion that some almost miraculous discovery makes the product exceptionally effective, e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor’s.
Patriotism: the suggestion that by purchasing this product you show your love for your country, e.g. a company brags about its product being made in Canada and employing Canadian workers.
Plain folks: the suggestion that the product is a practical product of good value for ordinary people, e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product.
Snob appeal: suggesting that the use of this product makes the customer part of an elite group with a luxurious and glamorous life style, e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.
Transfer: words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user, e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.
Testimonial: a famous personality is used to endorse the product, e.g. a famous basketball player recommends a particular brand of trainers.
Wit and humour: customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.
Viral marketing: trying to get the customers themselves to advertise the product by telling all their friends about it on the internet.
1. Can you think of one example of each of these techniques in real life? Here are three examples: ING Direct uses the bandwagon technique to get new clients. The Alimentos de Andalucía campaign appeals to consumers’ patriotism. Ferrero Rocher is a textbook case of snob appeal.