Ad Ad DeconstructionDeconstruction

TestimonialTestimonial

• Celebrity endorses product

Snob AppealSnob Appeal

• Consumer will join the ranks of the elite by using their product

Plain Folks AppealPlain Folks Appeal

• Appeals to the average person

• Opposite of Snob Appeal

Bandwagon AppealBandwagon Appeal

• Suggestion that “everyone” is doing it

Fear AppealFear Appeal

• Exploitation of fears and insecurities

Sex AppealSex Appeal

• Emphasis on model’s attractiveness

Science/Statistical ClaimScience/Statistical Claim

• Refers to some sort of scientific proof or experiment, or to an impressive mystery ingredient

• “Four out of five dentists choose Crest”

Weasel Words ClaimWeasel Words Claim

• Use of vague words to make the product seem better than it really is– Virtually– More– Better– Fights– Up to

Leaves dishes virtually spotless

Your Turn!Your Turn!