Advertising Techniques
This technique connects a brand with a celebrity or a desirable lifestyle.
association
This verb means to use kind, gentle, or attractive techniques to persuade someone to act.
coax
"Drive fast. Drive safe. Drive smooth." is an example of this grammatical device.
parallelism
This fast-food chain's mascot is a red-haired clown named Ronald.
McDonald's
This app, hugely popular with Gen Z, lets users buy and sell secondhand clothing directly from other users' own "closets."
Depop
This technique plays on consumers' fear of missing out and their desire to fit in.
bandwagon
This verb means to get somebody's approval and support.
win over
"Fancy a change this summer? Book now." leaves out the subject "you" — this device is called this.
ellipses
This tire company's mascot is an all-white figure made of stacked tires.
This European-based secondhand marketplace app is especially popular in the UK, Germany, and France for reselling clothes.
Vinted
This technique uses questions that aren't meant to be answered, like the famous "Got Milk?" campaign.
rhetorical questions
This verb means to change ideas or facts so they're not faithful to the truth.
distort
"Sensational savings in summer sale at Springstore" repeats this starting sound — name the device.
alliteration
This soft drink brand's polar bear ads and red-and-white Santa Claus imagery helped shape the modern image of Santa worldwide.
Coca Cola
This Chinese e-commerce giant, founded by Jack Ma, is one of the largest online marketplaces in the world.
AliBaba
This technique makes comparative claims like "more effective" or "lasts longer" without ever completing the comparison.
unfinished claim
This verb means to make an action necessary or unavoidable.
compel
This type of word usually comes BETWEEN a cause and an effect — e.g. "Advertising is important. ___, budgets are high."
connector (as a result / consequently / therefore)
This Swiss chocolate brand's triangular packaging and mountain logo — which secretly hides a bear silhouette — are instantly recognizable in airport duty-free shops worldwide.
Toblerone
Often called "the Amazon of Latin America," this e-commerce platform is one of the region's biggest online marketplaces.
Mercado Libre (MercadoLibre)
This technique uses vague, unprovable statements like "Research indicates..." to sound authoritative.
weasel claim
This verb means to make somebody want to do something better, sooner, or more quickly.
spur on
With verbs like these — result from, stem from — this part of the sentence comes FIRST.
EFFECT
This battery brand's mascot is a pink, drum-playing rabbit that "keeps going and going."
Duracell
In 2023, this social media app launched a "Shop" feature letting users buy products directly from videos they watch.