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Advertising is a double-edged sword. It is important for you to be able to tell the difference between facts (information that can be substantiated) and opinions, beliefs or even wishful thinking.
Understand some of the specific techniques used and you may be able to make wiser buying decisions.
Some of the most commonly used advertising techniques are:
Information
The presentation of simple, direct information.
Status
Associates the product's use with those who have status and who are successful. This is a technique that entices you to buy more than you can really afford by camouflaging its true cost as a 'mere' monthly payment amount.
Peer Approval
This technique associates product use with friendship and social popularity. The advertising implies that if you don't use the product, you will not be popular or influential.
Good Taste
This technique associates the product with people who enjoy and understand the 'finer things in life'. Again, it attempts to appeal to your desire to be like someone else, someone with more money, greater influence, power or social status.
Hero Endorsement
This technique associates use of product with a well-known person who endorses it. It attempts to convince you that if you just bought this product, you could be liked or accepted by someone that everyone else likes, accepts or admires.
Physical Attraction
This technique associates the use of the product with increased sexual appeal. More importantly, it can also make you feel unattractive the way you are now, without the product.
Join The Gang
This realizes on the technique of 'everyone else uses it, you should too.'
Entertainment
This technique seeks to provide entertainment or temporary distraction. It masks long-term satisfaction with feelings of temporary enjoyment.
Intelligence
This technique associates the product with 'smart' people who can't be fooled by gimmicks. It also implies that if you don't use the product, you are not smart, or are somehow being duped.
Unfinished or Dangling Comparatives
This is a tricky one! An example is: "Works better in poor diving conditions!" Who says it works better, and then, better than what?
Catch Phrases and Slogans
The emphasis of this type of advertisement is on a catchy phrase, slogan or tune, which distracts your attention from other facts.
Infomercials (program-length commercials)
An important thing to remember in these commercials is that product claims are made by the advertiser. These claims do not represent an objective or an independent evaluation of the product. Even though it may look like a news or science program, the information can be misleading.
You can protect yourself, somewhat, if you want to order an item that was advertised on a program-length commercial. Use a credit card. It may give you some protection if you have problems with the bill or quality of the product.
Avoid giving your bank account number over the phone, and never give your number over the phone if you didn't initiate the call. |
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