Key features
a photograph or image which tells a story.
Visual Narrative
a technique that blurs the lines between what you want and what you need
Problem and Benefit
"Just do it"
Imperative
the words used to convince a potential customer to take a specific action
Copy
You are more likely to buy a product if it is the latest rage and everyone else is buying it
Bandwagon effect
"Eukanuba gives their teeth the strength they need"
Rhyme
the catchphrase that leads the advertisement. It should be memorable
tagline
Many advertisements feature happy customers or famous people (celebrity endorsement) to make you believe in the brand and product
Testimonial
Rhythm
the use of the product's name and logo acts as a kind of signature
signature
Where the product appears
Association
"Performance. Prestige. Passion for Innovation."
Alliteration
a phrase used by a product or brand for all of its marketing purposes
slogan
-500 for greediness
"No brain is a tough nut to crack for us"
Metaphor