Statistics, celebrity endorsements, product placement, and before-and-after photos are all persuasive advertising techniques. Companies may use misleading statistics, paid actors, or unrealistic photos to convince viewers to buy their products. Product placement can be more effective than traditional commercials, but can also be too obvious and annoying to viewers.
Statistics, celebrity endorsements, and product placement are all persuasive advertising techniques. Using statistics – however vague – can convince ad viewers that one product is better than another. Celebrity endorsements or even endorsements from randomly paid actors can help generate interest in a product. Product placement is often subtly persuasive, but studies indicate that people can remember better and trust product placement ads more than television commercials. In addition, before and after photos are also effective, although they are not always completely true.
Some persuasive advertising techniques use statistics to attract consumers. Depending on local laws, statistics cited in ads may be required to be true, but being required to tell the truth sometimes doesn’t stop companies from framing the statistic in an odd or misleading way. For example, a commercial might declare, “This cleaner is 20% more effective than the leading brand.” This claim can be convincing because it seems that the product is the best of its kind. In reality, the leading brand is not necessarily the best product available and the extra effectiveness can be negligible overall.
The use of celebrities or paid actors who give testimonials about the product is also common. Sometimes celebrities or actors claim that the product has changed their lives for the better. These persuasive advertising techniques help associate the product with someone famous and admired, or at least someone the viewer can relate to. In some cases, the person giving the testimonial may have only used the product on the day the ad was filmed or would not normally have used it.
Product placement is another type of marketing that is mostly used in television shows and movies. As far as persuasive advertising techniques go, this is often one of the more subtle ones. Companies pay to put their product on a show and often pay even more to have a main character interact with the product. Sometimes the product placement is subtle, like seeing a beverage brand in the background. Other times, product placement can be so obvious that viewers complain, which has happened with some big-budget movies where the main characters talk directly about the product.
Before and after photos are among the most popular persuasive advertising techniques used in weight loss advertisements and they can be very effective. Studies have found that reported accomplishments are often not standard for everyone. In fact, many commercials include a disclaimer on the before and after photos, stating that the results are not typical. The results shown in the before and after photos have been achieved by someone and can be achieved by a random consumer, but are generally unrealistic expectations.
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