Definition - Identifies product or service with an idea
Example: I'm Lovin It from Mc Donald
2. Logo
Definition - Identifies product or service with a symbol
Example: Huge M shape in Mc Donald
3. Snob Appeal
Definition - Associates product or service with a personality or lifestyle
Example: A company giving the impression that using their product will give more benefits while others don't get any benefits.(Dougherty, Brian)
4. Glittering Generality
Definition - The viewer is given a general feeling about the product, but not much else.
Example: The man uses the laptop in cafe, but only that.
5. Sex Appeal
Definition - The product will enhance your sexual attractiveness.
Example: A sexy female model with sexy dress drinks a water made by a company
6. Plain Folks
Definition : The advertiser tries to identify its product with an easy words and explanation so that many people will be able to understand and be friendly.
Example : Some random kid is walking down the street and everyone is laughing at him because he has really bad acne. All the sudden, an acne bottle pops into his hand. he goes to the nearest bathroom and tries it. Out of nowhere, his acne is gone. He goes outside and starts to get some girls, smiles at the camera and says - 'acne-b-gone; it really works!'
7. Wit and Humor
Definition : Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.
Example : The man uses a glue instead of a chopstick.
8. Testimonial
Definition : Someone endorses the product.
Example : A dentist insists that the tooth paste works really well, which gives a confirmation of a good product.
9. Bandwagon
Definition : Uses peer pressure to influence the consumer. If everyone else is doing it, so should you.
Example : Everyone has an iPod, except for you! Go and buy one!
10. Emotional Appeal
Definition : Uses emotion to sell a product or service (pity, fear, patriotism, happiness, etc.)
Example : A mom holding a baby and cleans the baby with the soap that is made by a company that arranged the commercial.
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