Language and Images
Language and Images II
Appealing to Senses, Emotions, and Values
Random
Power of Association
100
Loaded language such as: New, Improved, Save, Free, Natural.
What is buzz words
100
Makes product seem favorable by using unfavorable descriptions about the competition.
What is name-calling
100
Uses colors, pictures, or sounds that appeal to the senses. For example, using a frosty glass or sizzling burger can tempt consumer’s taste buds.
What is sense appeal
100
Like glittering generalities, whatever the target audience may value personally is associated with the product or service such as: independence, family, protecting the environment.
What is appeal to values
100
A celebrity or authority endorses the product or service. The intended effect is for consumers to buy because they respect the spokesperson’s opinion and/or want to be like him or her.
What is testimonial
200
A catchy phrase or song associated with a particular product or service.
What is slogan or jingle
200
Uses emotionally charged words that may be accepted without question, often associated with highly regarded concepts such as: freedom and loyalty.
What is glittering generalities
200
Music or other sound effects can be used to attract attention or add excitement to the advertisement.
What is sounds
200
Ads use attractive models to suggest that buying the product will make the consumer eye-catching as well.
What is good looks
200
The product or service is associated with positive qualities, all of which the consumer can have by buying.
What is transfer
300
Says something over and over again so it sticks in the consumer’s mind.
What is repetition
300
Icons and images associated with a particular product or service.
What is logos or symbols
300
The product or service is presented as a way of fulfilling emotional needs such as happiness, security, love, a sense of belonging. Appeals to emotions may be “stories” that can tug on the heartstrings of the target audience.
What is appealing to emotions
300
the subjective picture or mental image of one's own body
What is BODY IMAGE
300
The intended message is that everyone else is buying/using the product or service; don’t be left out.
What is bandwagon
400
Gives a one-sided view by emphasizing the positive and leaving out any potentially negative aspects.
What is card-stacking
400
Emphasizes the product or service’s long history and/or reliability.
What is appeal to tradition
400
Uses the power of laughter to keep consumers’ interests or instill a favorable attitude toward the marketed product or service.
What is humor
400

The main means of mass communication that reaches or influences people widely

What is the Internet

400
The opposite of bandwagon, the message urges consumers to be different, stand out from the crowd.
What is snob appeal
500
Appeals to logic by citing facts, statistics, or science.
What is facts and figures
500
Cute cartoons or animals associated with a particular product or service.
What is characters
500
Persuades by tapping into the consumers’ fears and insecurities. For instance, an ad may play on consumers’ fears of having bad breath.
What is fear
500

The Model that is used the most by marketers around the world.  

What is AIDA - Attention, Interest, Desire, Action

500
Reverse snob appeal but not exactly bandwagon. The ad tries to appeal to the down-to-earth person who cares about quality, doesn’t want anything fancy, and doesn’t make consumer decisions based on what everyone else is doing.
What is plain folks
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