Typical Advertising Techniques

This list is not comprehensive, but includes the most common techniques of advertising (and propaganda) 

• Avant-garde - ads appeal to a person's desire to be "ahead of the curve" or on the cutting edge
• Bandwagon - ads imply you need to join the group because everyone else is doing it, why not you?
• Bribery - ads offer something in return for your purchase of a product or service
• Diversion - ads at first appear to tackle the facts about an issue or product, but then toss in something completely unrelated that diverts attention elsewhere; also called "non-sequitor" because the image "does not follow" the argument (like an ad for cigarettes that talks about the dangers of smoking but shows healthy people having a good time)
• Fear-mongering - ads imply that you have something to be worried about so you question if your current situation or decisions are "okay"
• Glittering generalities - ads use words and phrases that carry overwhelmingly positive associations, but the words and phrases are so general that they could be talking about practically anything, not just the product
• Humor - ads use humor to create a postive association with the product; they may depict something unfortunate and humorous happening to someone else, or simply use a play on words
• Individuality - ads appeal to the American desire to be seen as an individual and not a part of some crowd
• Magic ingredients - ads imply that the "key" or "secret" ingredient in the product will perform some miraculous feat
• Name calling - ads often appear during political campaigns and use words to negatively portray the competition (for example: extreme anti-abortion activists have been known to call abortion-rights supporters "murderers")
• Patriotism or flag waving - ads will appeal to the audience's sense of patriotism for country; often appear during the Olympics and other major international sporting events
• Plain folks - ads present "ordinary people" using the product, implying that common-sense people use it
• Repetition - ads repeat the product name or slogan (think about the "Head-On" commercials)
• Snob appeal - ads present people or situations that are reserved only for the most wealthy people, thereby creating an association between the product and the "high life"
• Special offer - ads imply that the offer of price or added benefit is available for only a limited time
• Testimonial - ads use "expert" or celebrity endorsements to create a positive association with the product
• Transfer or emotional appeal - ads attempt to associate positive (or negative) qualities to the product by using words and images with positive qualities; seeks to link the quality to the product (like when a political candidate gives a speech in front of a billowing U.S. flag) 
• Sex appeal - should be obvious
• Weasel words - are words that have multiple meanings and connotations; it's not as simple as making a pun in an ad, but it could be that when the ad is heard or read, we know that the clever wording could have multiple relevant meanings
• Weasel words, part 2 - words like "may" and "might" imply a positive outcome, but don't make promises. The second category of weasel words are words that carry positive connotation but make no actual guarantee.

This is the end...