Methods & Techniques in Advertising: Final Full Essay

I have decided to merge my numerous essays on advertising techniques for one clear, easy to read essay. Here I shall examine numerous different methods and techniques used frequently in advertising.

One category includes Ethos,Pathos and Logos. Ethos advertising generally includes an endorsement of some kind by a reputable source. An example of this would be a celebrity advertising a product. This is a strong tactic because if this celebrity is popular and viewers see them use the product advertised, that implies that the product is good enough for use by the celebrity, and the viewers mentality is if it's good enough for the celebrity, it's good enough for them as well. A pathos advert would be one which stimulates any form of emotional response, an extreme example would be a charity advert to make the viewer sympathize with the cause being advertised and as such, it is possible that the viewer may donate to the charity. Finally, a Logos advert uses statistics and facts, an example would be a toothpaste advert which throws in lots of numbers and percentages (even if they're not strictly correct). These are the main methods in that respect, but many adverts aren't exclusive to one method, they can use multiple methods simultaneously.

Here are some real adverts to compare these three techniques. This is a pathos advert as it appeals to people’s sense of fun, using bright colours, fast movement, cheerful music and happy looking people. This implies that the product being advertised is also a fun, enjoyable thing and tries to appeal to people as a jolly product. Appealing to people's sense of fun and perhaps even excitement will trigger off some form of emotional response, thus, that is what makes this a pathos advertisement.

This is a logos advertisement due to its use of statistics and numbers, for example when it states "we send £350 million to Brussells per week". It also however employs some heavilly pathos tactics due to playing on people’s concerns, I.E using the phrase “help us save the NHS on June 23” and stating 5 other countries, which could hypothetically drain resources for spending on the NHS are in line to join the EU.

This is an ethos advert because it has someone well known, Gary Lineker enjoying the product being advertised (Walkers crisps). As such, Lineker is endorsing the product, with the advert trying to put the mindset into people "if it's good enough for Gary Lineker, then it's good enough for me". This advert also uses Pathos methods dude to its sense of fun, showcasing happy people.

Another tactic is lifestyle advertising. Lifestyle brands and advertisements generally advertise and embody the interests, values and opinions of a group of culture. They try to sell a certain style of life to the viewer, for example a coffee capsule advert would try and sell a sophisticated and classy lifestyle, by purchasing the product the brand implies they would be much classier following its use. Another would be a fashion retailer trying to sell a trendy, urban lifestyle via the wearing of the clothes that generally fit in with that lifestyle.

Here is an example of a lifestyle advert. This advert is advertising numerous outfits and items of clothing that are sold and distributed by Topman. This advert is trying to sell a trendy lifestyle, with rock music playing in the background, and handsome, confident men wearing trendy clothes. The advert is trying to put into people's heads that if they purchase these clothes from them, that they will resemble these trendy gentlemen int he advert, thus they are being sold a lifestyle.

Finally, another part of advertising is Maslow's Hierarchy of Needs, which is a theory in psychology proposed by Abraham Maslow in his paper "A Theory Human Motivation" in Physiological Review published during 1943. Typically, there are five sections in this hierarchy of needs proposed by Maslow, The lowest value at the bottom is physiological needs which are the most basic of needs for living, including food, water, breathing, sleep and things like that. Next, above that value is safety which accounts for the security of things such as the body, health, employment, and resources required for an adequate life. The third value of Maslow's Hierarchy of needs is love & belonging, with things such as friendship, love and sexual intimacy falling under this category, in other words this category encompasses people's social needs. The fourth value, which is the second highest is the esteem category which include things to keep people's esteems adequate including confidence, self-esteem, mutual respect from people, achievement and so forth. Finally, the fifth and highest part of this hierarchy of needs is the Self-Actualization category which encompasses the desire for a person to reach the maximum potential of what they can do. Things such as creativity, luxury, morality, acceptance of facts, problem solving, lack of prejudice and so forth.

Advertisements for example can fit into one or sometimes multiple of these categories. For example an advert reminding people to breathe (ridiculous yes but just an example) would come under the bottom category of basic needs to live. A public safety advert, reminding people to check their fire alarms would come under the second category of safety, as it is reminding people to do something which will hopefully keep them safe, or at least help to keep them as such. An advert selling condoms would come under the middle category, specifically the sexual intimacy part of it, for obvious reasons. A school advert/message reminding people to be tactful and respectful to each other would come under the esteem category due to it mandating that the students should keep each others esteems adequate. And an advertisement for some art equipment would come under the self-actualization category as it is appealing to people's desire to reach a good potential or stock up on goods which contribute towards their hobby.

Different stages on this hierarchy appeal to various different classes of people. Generally speaking higher up on the hierarchy will appeal to upper and middle class people more whilst the working class will probably be more drawn to the middle and lower parts. Of course there are exceptions, but roughly speaking it's likely this is the case overall due to middle and upper classes having more currency to spare, thus they can indulge themselves whilst the working and lower classes will be more concerned with the essentials such as keeping a roof over their heads and manage to feed themselves affordably. Conversely, the upper and middle classes will likely be drawn to advertisements on the lower to mid section of the scale, for example a smoke alarm advert so they can keep their luxurious items safe, as well as their essentials. Meanwhile lower and working classes will likely be drawn to adverts higher on the scale, such as adverts for holidays, so they can get a break and enjoy a good time.

Breaking away from classes of people, different advertising styles and needs will mostly appeal simply to different types of people. For example people satisfied and generally happy with life will generally be drawn to adverts higher up the hierarchy, as all their essential and basic needs are already met thus only advertising higher up the scale will really work for them that well. Conversely again, people unhappy and dissatisfied will likely be drawn to adverts higher up on the chart as due to their dissatisfaction, they are looking for an escape and an improvement of their lives. However people down on their luck may too be drawn to adverts lower on the chart so that their needs can begin to be met, as they currently are not.