ADVERTISING
TECHNIQUES
Although
few people admit to being greatly influenced by ads, surveys and sales figures
show that a well-designed advertising campaign has dramatic effects. A logical
conclusion is that advertising works below the level of conscious awareness and
it works even on those who claim immunity to its message. Ads are designed to
have an effect while being laughed at, belittled, and all but ignored.
A
person unaware of advertising's claim on him or her is precisely the one most
defenseless against the adwriter's attack.
Advertisers delight in an audience which believes ads to be harmless nonsense,
for such an audience is rendered defenseless by its belief that there is no
attack taking place. The purpose of a classroom study of advertising is to
raise the level of awareness about the persuasive techniques used in ads. One
way to do this is to analyze ads in microscopic detail. Ads can be studied to
detect their psychological hooks, they can be used to gauge values and hidden
desires of the common person, they can be studied for
their use of symbols, color, and imagery. But perhaps the simplest and most
direct way to study ads is through an analysis of the language of the
advertising claim. The "claim" is the verbal or print part of an ad
that makes some claim of superiority for the product being advertised. After
studying claims, students should be able to recognize those that are misleading
and accept as useful information those that are true. A few of these claims are
downright lies, some are honest statements about a
truly superior product, but most fit into the category of neither bold lies nor
helpful consumer information. They balance on the narrow line between truth and
falsehood by a careful choice of words.
The
reason so many ad claims fall into this category of pseudo-information is that
they are applied to parity products, products in which all or most of the
brands available are nearly identical. Since no one superior product exists, advertising is used to create the illusion of
superiority. The largest advertising budgets are devoted to parity products
such as gasoline, cigarettes, beer and soft drinks, soaps, and various headache
and cold remedies.
The
first rule of parity involves the Alice in Wonderlandish
use of the words "better" and "best." In parity claims,
"better" means "best" and "best" means
"equal to." If all the brands are identical, they must all be equally
good, the legal minds have decided. So "best" means that the product
is as good as the other superior products in its category. When Bing Crosby
declares Minute Maid Orange Juice "the best there is" he means it is
as good as the other orange juices you can buy.
The
word "better" has been legally interpreted to be a comparative and
therefore becomes a clear claim of superiority. Bing could not have said that
Minute Maid is "better than any other orange juice."
"Better" is a claim of superiority. The only time "better"
can be used is when a product does indeed have superiority over other products
in its category or when the better is used to compare the product with
something other than competing brands. An orange juice could therefore claim to
be "better than a vitamin pill," or even "the better breakfast
drink."
The second
rule of advertising claims is simply that if any product is truly superior, the
ad will say so very clearly and will offer some kind of convincing evidence of
the superiority. If an ad hedges the least bit about a product's advantage over
the competition you can strongly suspect it is not superior--may be equal to
but not better. You will never hear a gasoline company say "we will give
you four miles per gallon more in your care than any other brand." They
would love to make such a claim, but it would not be true. Gasoline is a parity
product, and, in spite of some very clever and deceptive ads of a few years
ago, no one has yet claimed one brand of gasoline better than any other brand.
To
create the necessary illusion of superiority, advertisers usually resort to one
or more of the following ten basic techniques. Each is common and easy to
identify.
A weasel word is a modifier that practically negates the claim that follows. The expression "weasel word" is aptly named after the egg-eating habits of weasels. A weasel will suck out the inside of an egg, leaving it appear intact to the casual observer. Upon examination, the egg is discovered to be hollow. Words or claims that appear substantial upon first look but disintegrate into hollow meaninglessness on analysis are weasels. Commonly used weasel words include "helps" (the champion weasel); "like" (used in a comparative sense); "virtual" or "virtually"; "acts" or "works"; "can be"; "up to"; "as much as"; "refreshes"; "comforts"; "tackles"; "fights"; "come on"; "the feel of"; "the look of"; "looks like"; "fortified"; "enriched"; and "strengthened."
Samples of Weasel Claims
"Helps control dandruff symptoms with regular use." The weasels include "helps control," and possibly even "symptoms" and "regular use." The claim is not "stops dandruff."
"Leaves dishes virtually spotless." We have seen so many ad claims that we have learned to tune out weasels. You are supposed to think "spotless," rather than "virtually" spotless.
"Only half the price of many color sets." "Many" is the weasel. The claim is supposed to give the impression that the set is inexpensive.
"Tests confirm one mouthwash best against mouth odor."
"Hot Nestlés cocoa is the very best." Remember the "best" and "better" routine.
"Listerine fights bad breath." "Fights," not "stops."
"Lots of things have changed, but Hershey's goodness hasn't." This claim does not say that Hershey's chocolate hasn't changed.
"Bacos, the crispy garnish that tastes just like its name."
The unfinished claim is one in which the ad claims the product is better, or has more of something, but does not finish the comparison.
Samples of Unfinished Claims
"Magnavox gives you more." More what?
"Anacin: Twice as much of the pain reliever doctors recommend most." This claim fits in a number of categories but it does not say twice as much of what pain reliever.
"Supergloss does it with more color, more shine, more sizzle, more!"
"Coffee-mate gives coffee more body, more flavor." Also note that "body" and "flavor" are weasels.
"You can be sure if it's Westinghouse." Sure of what?
"Scott makes it better for you."
"Ford LTD--700% quieter."
When the FTC asked Ford to substantiate this claim, Ford revealed that they meant the inside of the Ford was 700% quieter than the outside.
This kind of claim states that there is nothing else quite like the product being advertised. For example, if Schlitz would add pink food coloring to its beer they could say, "There's nothing like new pink Schlitz." The uniqueness claim is supposed to be interpreted by readers as a claim to superiority.
Samples of the "We're Different and Unique" Claim
"There's no other mascara like it."
"Only Doral has this unique filter system."
"Cougar is like nobody else's car."
"Either way, liquid or spray, there's nothing else like it."
"If it doesn't say Goodyear, it can't be polyglas." "Polyglas" is a trade name copyrighted by Goodyear. Goodrich or Firestone could make a tire exactly identical to the Goodyear one and yet couldn't call it "polyglas"--a name for fiberglass belts.
"Only Zenith has chromacolor." Same as the "polyglas" gambit. Admiral has solarcolor and RCA has accucolor.
"Water is wet" claims say something about the product that is true for any brand in that product category, (for example, "Schrank's water is really wet.") The claim is usually a statement of fact, but not a real advantage over the competition.
Samples of the "Water is Wet" Claim
"Mobil: the Detergent Gasoline." Any gasoline acts as a cleaning agent.
"Great Lash greatly increases the diameter of every lash."
"Rheingold, the natural beer." Made from grains and water as are other beers.
"SKIN smells differently on everyone." As do many perfumes.
This is the kind of claim to which the careful reader will react by saying "So What?" A claim is made which is true but which gives no real advantage to the product. This is similar to the "water is wet" claim except that it claims an advantage which is not shared by most of the other brands in the product category.
Samples of the "So What" Claim
"Geritol has more than twice the iron of ordinary supplements." But is twice as much beneficial to the body?
"Campbell's gives you tasty pieces of chicken and not one but two chicken stocks." Does the presence of two stocks improve the taste?
"Strong enough for a man but made for a woman." This deodorant claims says only that the product is aimed at the female market.
The vague claim is simply not clear. This category often overlaps with others. The key to the vague claim is the use of words that are colorful but meaningless, as well as the use of subjective and emotional opinions that defy verification. Most contain weasels.
Samples of the Vague Claim
"Lips have never looked so luscious." Can you imagine trying to either prove or disprove such a claim?
"Lipsavers are fun--they taste good, smell good and feel good."
"Its deep rich lather makes hair feel good again."
"For skin like peaches and cream."
"The end of meatloaf boredom."
"Take a bite and you'll think you're eating on the Champs Elysées."
"Winston tastes good like a cigarette should."
"The perfect little portable for all around viewing with all the features of higher priced sets."
"Fleishman's makes sensible eating delicious."
A celebrity or authority appears in an ad to lend his or her stellar qualities to the product. Sometimes the people will actually claim to use the product, but very often they don't. There are agencies surviving on providing products with testimonials.
Samples of Endorsements or Testimonials
"Joan Fontaine throws a shot-in-the-dark party and her friends learn a thing or two."
"Darling, have you discovered Masterpiece? The most exciting men I know are smoking it." (Eva Gabor)
"Vega is the best handling car in the U.S." This claim was challenged by the FTC, but GM answered that the claim is only a direct quote from Road and Track magazine.
This kind of ad uses some sort of scientific proof or experiment, very specific numbers, or an impressive sounding mystery ingredient.
Samples of Scientific or Statistical Claims
"Wonder Break helps build strong bodies 12 ways." Even the weasel "helps" did not prevent the FTC from demanding this ad be withdrawn. But note that the use of the number 12 makes the claim far more believable than if it were taken out.
"Easy-Off has 33% more cleaning power than another popular brand." "Another popular brand" often translates as some other kind of oven cleaner sold somewhere. Also the claim does not say Easy-Off works 33% better.
"Special Morning--33% more nutrition." Also an unfinished claim.
"Certs contains a sparkling drop of Retsyn."
"ESSO with HTA."
"Sinarest. Created by a research scientist who actually gets sinus headaches."
This kind of claim butters up the consumer by some form of flattery.
Samples of the "Compliment the Consumer" Claim
"We think a cigar smoker is someone special."
"If what you do is right for you, no matter what others do, then RC Cola is right for you."
"You pride yourself on your good home cooking...."
"The lady has taste."
"You've come a long way, baby."
This technique demands a response from the audience. A question is asked and the viewer or listener is supposed to answer in such a way as to affirm the product's goodness.
Samples of the Rhetorical Question
"Plymouth--isn't that the kind of car America wants?"
"Shouldn't your family be drinking Hawaiian Punch?"
"What do you want most from coffee? That's what you get most from Hills."
"Touch of Sweden: could your hands use a small miracle?"
In addition to the above ten techniques, the following approaches are often used and identifiable in Advertisements:
11.
AVANTE 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 their block to have a new
toy.
12.
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.
13. PATRIOTISM
The suggestion that purchasing this product shows
your love of your country e.g. a company brags about its product being
made in America and employing American workers.
14. DIVERSION
Diversion seems to tackle a problem or issue, but
then throws in an emotional non-sequitor or
distraction. e.g. a tobacco company talks about health and
smoking, but then shows a cowboy smoking a rugged cigarette after a long day of
hard work.
15.
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.
16.
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.
17.
SNOB APPEAL
The
suggestion that the use of the 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.
18. BRIBERY
Bribery seems to give a desirable extra something.
We humans tend to be greedy. e.g. Buy a burger; get free fries.
20.
WIT AND HUMOR
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.
21. SIMPLE SOLUTIONS
Avoid
complexities, and attack many problems to one solutions. e.g. Buy this makeup and you will be attractive,
popular, and happy.
22.
CARD STACKING
The propaganda technique of
Card-Stacking is so widespread that we may not always be aware of its presence
in a commercial. Basically, Card-Stacking means stacking the cards in
favor of the product; advertisers stress is positive qualities and ignore
negative. For example, if a brand of snack food is loaded with sugar (and
calories), the commercial may boast that the product
is low in fat, which implies that it is also low in calories. Card-Stacking is
such a prevalent rational propaganda technique that gives us only part of the
picture.
23.
GLITTERING GENERALITIES
The glittering generalities technique
uses appealing words and images to sell the product. The message this
commercial gives, through indirectly, is that if you buy the item, you will be
using a wonderful product, and it will change your life. This cosmetic will
make you look younger, this car will give you status, this magazine will make
you a leader-all these commercials are using Glittering Generalities to enhance
product appeal.
24.
BANDWAGON
Bandwagon is a form
of propaganda that exploits the desire of most people to join the crowd or be
on the winning side, and avoid winding up the losing side. Few of us would want
to wear nerdy cloths, smell differently from everyone else, or be unpopular.
The
popularity of a product is important to many people. Even if most of us say we
make out own choice when buying something we often choose well-advertised
items- the popular ones. Advertising copywriters must be careful with the
bandwagon propaganda technique because most of us see ourselves as individuals
who think for themselves. If Bandwagon commercial is to obvious, viewers may
reject the product outright.