Search results
Results From The WOW.Com Content Network
Transfer is a technique used in propaganda and advertising.Also known as association, this is a technique of projecting positive or negative qualities (praise or blame) of a person, entity, object, or value (an individual, group, organization, nation, patriotism, etc.) to another in order to make the second more acceptable or to discredit it.
(e.g., the advertising campaign slogan "Ford has a better idea!") Guilt by association or Reductio ad Hitlerum This technique is used to persuade a target audience to disapprove of an action or idea by suggesting that the idea is popular with groups hated, feared, or held in contempt by the target audience.
Advertising agencies repeatedly pair products with attractive women in television commercials with the intention of eliciting an emotional or sexually aroused response in the consumer. This causes the consumer to be more likely to buy the product than when presented with a similar product without such an association.
Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. [1] It is a type of publicity. [2] The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.
The tobacco companies pioneered the new advertising techniques when they hired Bernays to create positive associations with tobacco smoking. [2] [3] Advertising was also used as a vehicle for cultural assimilation, encouraging workers to exchange their traditional habits and community structure in favor of a shared "modern" lifestyle. [39]
Attitude toward the ad is defined as "a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion." [ 1 ] After Mitchell and Olsen (1981) and Shimp (1981) introduced the importance of the Aad construct, research on the causal relationships among Aad and other ...
The American Marketing Association (AMA) defines advertising as "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about ...
A third method of association to emotion is giving the consumer an emotional reaction to an ad. An example of this in advertising could be calming music playing simultaneously with images of people enjoying the product. This method works best when irrational emotions are evoked. For example, playing somber music with images of people struggling ...