3. Does advertizing impact you?
"I can ignore most advertising"
"Songs from commercials stick in my head"
"I have made a conscious effort to look like
someone specific I have seen in an ad."
"Some ads make me feel bad about myself
“Advertising does not impact me at all.”
4. If you use this product you
Join a wonderful group of people.
Be held in high esteem by others.
Will have more love your life.
Will enjoy the adventure or escape that you want.
Will be more like famous or wealthy people.
Will be associated with success, humor, tradition
Will find deep satisfaction.
5. And, if you do not use this
product you will ...
social isolation or career failure.
Face failing health or death.
16. Common Techniques
Effect (everyone’s buying it)
Emotional Appeal (connect with fears and
Glittering Generalities (big promises)
Plain Folks Appeal (relates to ordinary
Testimonials (use celebrities or experts)
Scientific Appeal (use stats or data)
20. Pet Beaver – Molson Canadian
Various 80’s commercials (8 minutes) http://
21. Point For Discussion
Kalle Lasn, one of the most outspoken critics of advertising on
the international stage, considers advertising “the most prevalent
and toxic of the mental pollutants. From the moment your radio
alarm sounds in the morning to the wee hours of late-night TV
micro jolts of commercial pollution flood into your brain at the
rate of around 3,000 marketing messages per day. Every day an
estimated twelve billion display ads, 3 million radio commercials
and more than 200,000 television commercials are dumped into
North America’s collective unconscious”. In the course of his life
the average American watches three years of advertising on