The 8 Techniques
This technique connects a brand with a celebrity or a desirable lifestyle.
Association
"Drive fast. Drive safe. Drive smooth."
Parallelism
This acronym, used in the article, means "fear of missing out."
FOMO
This type of word usually comes BETWEEN a cause and an effect — e.g. "Advertising is important. ___, budgets can be high."
a connector (as a result / consequently / therefore)
The text traces advertising artefacts back to these four ancient civilizations.
Egypt, Arabia, Greece, and Rome
This technique plays on consumers' fear of missing out and their desire to fit in.
Bandwagon
An ad uses the colour red to evoke passion, danger, and excitement.
Color psychology
In the text, advertisers "___ consumers on" to think about a celebrity — this verb means to encourage or push someone toward an idea.
spur (spur someone on)
With verbs like these — result from, stem from — this part of the sentence comes first.
the effect
The text says advertising exploded in the 20th century with the rise of these two media.
radio and tv
This technique uses questions that aren't meant to be answered, like the famous "Got Milk?" campaign.
Rhetorical Questions
An ad is designed so your eye moves in a Z-shape from top-left to bottom-right.
Visual path
This verb from the text means to control or influence someone, often dishonestly — e.g. "___ them into longing to be part of the group."
manipulate
This type of phrase — e.g. because of, due to, owing to — can come before the cause and effect, or between them.
prepositional phrase
The 1990s rhetorical-question campaign example in the text was for this product.
the "Got Milk?" campaign
This technique makes comparative claims like "more effective" or "lasts longer" without ever completing the comparison.
An unfinished claim
"Nine out of ten people say they prefer our brand" — with no source ever given.
A weasel claim
This type of marketing, named in the text, aims to convince consumers that supporting a brand opens the door to a more desirable way of life.
lifestyle marketing
With verbs like cause, lead to, produce, and result in, this part of the sentence comes FIRST.
the cause
The text says most advertisers use these two letter-shaped visual paths.
Z-shaped and F-shaped paths
This technique uses vague, unprovable statements like "Research indicates..." to sound authoritative.
"Everyone's already switched to X — don't get left behind!"
Bandwagon
This word from the text means to avoid or get around something — advertisers can "___ truth and reality" with unfinished claims.
circumvent
Complete this example from the Reading Skills box: "Product recognition ___ from advertising."
stems (stems from)
A picture can say this many words.
a thousand words