2. PRODUCT INFORMATION
• This is an advert which sell’s the product using facts and figures. These
adverts are carried out in an informative manner, this is so the customer can
see that the product is reliable which can give the company a good
• The IPhone 7 advert
3. PRODUCT IMAGE
• This form of advertising attempts to create a memorable image in the
consumers head, this aims to associate the product with certain lifestyles or
values meaning customers are more likely to recognize the product and
therefore they will be more likely to purchase it.
• Samsung School of Rio – Rowing with Sir Steve Redgrave and Helen Glover
• This form of advertisement aims to connect with the audience by relating to
the audiences desires, therefore if they feel connected with the product they
are more likely to purchase the product.
• Nike Commercial 2004 -Brazil vs. Portugal Ronaldo, Roberto Carlos, Figo
• This is a form of advertising which attempts to connect the consumer to the
product by attempting to sell an image identity rather than the product. This
is because they want the customers to associate the brand image with a
certain lifestyle therefore people who want that lifestyle will want to purchase
• The Ford Kuga Launch TV advert
6. FLATTERING WORDS
• This technique flatters the product to make the customer that it’s a lot better
than in reality, which should entice the consumer, therefore the company
sell’s more of its product.
7. CELEBRITY ENDORSEMENT
• Celebrity endorsement involves a celebrity using the product within the
advert, this is to make the customer assume the celebrity consistently uses
the product. This means the viewer can be lead to think that the product
shows a form of wealth.
8. EXPERTS/ STATISTICAL PROOF
• This form of advertising is attempting to make the product seem greater that
it is by showing the good stats about the product. Also people are lead to
believe the product works if an “expert” says so.
9. NEW INGREDIENT
• Companies use this form of advertising to make the product seem unique
and therefore people will want to try it out. The main user of this is food
companies, who often release a limited edition flavor to entice people to
purchase it as its not to be missed.
• This technique is used by large companies who involve older more iconic
products within their adverts to familiarize the viewers with the brand.
John Lewis 150th anniversary advert
11. LIFESTYLE FANTASY
• This form of advertising uses celebrities to create a Certain lifestyle the
viewers will want to have, and therefore they will purchase their product if
they believe the product will give them the lifestyle they want.
12. FAMILY VALUES
• This technique of advertising is when a company uses the power of family
unity to make the viewers feel as if the product can unite their family. They do
this by getting families to gather together while using the product, and
example most food companies use it the family around the dinner table.
KFC family advert
• Companies use children in their adverts to set an emotional tone, often
innocent and friendly or dramatic and harrowing. This can be used in
adverts such as unicef to make the viewer feel sorry for the children in the
advert meaning the viewer may want to donate to the charity.
14. SELECTIVE ADVERTISING
• This form of advertising is where the company only shows the best parts of
the product to make it seem better than it is or show that it is different from
competitors when it usually isn’t. Also it is used to highlight the uniqueness of
15. MUSIC/ SOUND
• This is used more for kids adverts as the advert uses catchy songs to make
the viewer remember the advert, this means that the viewer is more likely to
buy the product if they recognize it.
• Gimmick adverts are more common now than ever before due to the
introduction of social media, this is because the aim of these adverts is to go
viral. This is done by making the advert very unique and using things never
seen before, therefore the user will more easily remember the product and is
more likely to purchase recognizable products.