Reading Advertisements

The Promise - what will the product do for you. This includes both the direct result and implied results of a product.

Techniques - the method used to persuade you to buy the product. Some common techniques:

• Association/Transfer: You want to be part of the world of the ad (lifestyle, place, people)
• Identification: You want to be someone in the ad (beautiful person, rich, famous)
• Inclusion/Exclusion (Bandwagon): You want to be on the inside, not outside, of the promise.
• Problem/Solution: If you have this problem, you need this solution.
• Sex Appeal: Other people will think you are more attractive or desirable.
• Emotions: Fear, love, friendship, etc.

Target - which consumer(s) the ad is meant to persuade. Usually identified by demographic and/or VALs group.

If you use this product you will...

1. Join a wonderful group of people.
2. Feel appreciated.
3. Be rewarded. Coca-Cola
4. Be held in high esteem by others.
5. Will have more love or sexual gratification in your life.
6. Will enjoy the adventure or escape that you want.
7. Will be more like famous or wealthy people.
8. Will be associated with success, humor, tradition or modernity.
9. Will find deep satisfaction.

And, if you do not use this product you will...

10. Face social isolation or career failure.
11. Face failing health or death.