Expert opinion: the opinions offered by a professional or leader in the field, eg Oral B toothbrush. Note that the Oral B toothbrush advertisement is displayed viaYouTube; there may be user-generated comments that are inappropriate.
Evidence: includes the use of statistics, university research results, government inquiries, overseas evidence and the opinions of experts, eg Garnier UK.
Emotional appeal: to arouse a strong feeling or emotion in the consumer; targets a specific area of concern/interest to produce an emotional response, eg McDonald’s Family website.
Compelling offers: something better than any other company, or freebies (‘two for the price of one’), hyperbole (eg ‘the best ever’, ‘unique’, ‘outstanding value’), eg Cindy Crawford Meaningful Beauty.
Association: images are used in the hope that you’ll transfer your good feelings about that particular image/idea to the product being advertised (eg favourite cartoon character, appeal to patriotism such as the Australian flag, etc), eg Weetbix.
Must-have: you must have the particular product to be happy, satisfied, or popular, eg Being bronzed is beautiful.
Fear: the product will solve something you worry about, like pimples, bad breath, body odour, eg Vaseline skin whitener.