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This tutorial provides practice in identifying five common advertising ploys: fear of rejection, humor, catchy slogans and

jingles, puffery, and the promise of sex.

Identifying Common

Advertising Ploys

Based on what you learned in this chapter, which advertising ploy does this ad use?

Always scratching your head? Your date may be watching. That's an immediate turn-off! Protect yourself. Before your next important date use Dandrex Dandruff Shampoo Plus Conditioner.

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Always scratching your head? Your date may be watching. That's an immediate turn-off! Protect yourself. Before your next important date use Dandrex Dandruff Shampoo Plus Conditioner.

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This is the fear of rejection ploy. This ad plays on the reader or viewer’s fear of rejection and offers a remedy, in this case, a dandruff shampoo.

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What advertising ploy does this ad use?

"I love Don”. That's what the tattoo reads. The guy getting it wanted it to read "I love Donna" but he didn't have enough cash on hand. The last scene of this TV ad shows his girlfriend, Donna, walking out on him. The voice-over says, "Next time be ready for such an emergency. Get VISA."

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The ad uses the ploy of humor. Humor can be very effective in grabbing our attention and at the same time closing down our critical defenses.

"I love Don”. That's what the tattoo reads. The guy getting it wanted it to read "I love Donna" but he didn't have enough cash on hand. The last scene of this TV ad shows his girlfriend, Donna, walking out on him. The voice-over says, "Next time be ready for such an emergency. Get VISA."

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This ad uses the promise of sex. There is hardly a brand of soap, car, cigarette, or, in this case, hotel that hasn’t used the promise of sex in its ads.

We've spent the last six months thinking about your love life. Because we know you haven't had the time. But now, it's time for you. Time for holding hands, stealing kisses, and sharing secrets. How about this weekend? A beautiful room and fabulous breakfasts are just the start of our romantic weekend packages. (Ad for Marriott Hotels)

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What advertising ploy does this ad use?

"Why wash away the day, when you can wash away the years?" (Ad for Olay Cleansing Cloths) "Beyond words." (Ad for Rodney Strong Cabernet Sauvignon wine) "Springtime every time you do dishes." (Ad for Palmolive Dishwasher Detergent)

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This ad uses the ploy of puffery. Puffery is the use of exaggeration that stretches or skirts the literal truth but usually does so in a way that does not deceive most audiences and is often entertaining.

"Why wash away the day, when you can wash away the years?" (Ad for Olay Cleansing Cloths) "Beyond words." (Ad for Rodney Strong Cabernet Sauvignon wine) "Springtime every time you do dishes." (Ad for Palmolive Dishwasher Detergent)

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What advertising ploy do these ads use?

"Sony, the one and only" "Good to the last drop" "Drivers wanted.” "Build a style that's all your own." "Tastes great, less filling"

These ads use catchy slogans and jingles. Even though they give little or no information about a product, such slogans and jingles, through sheer repetition, are often effective in giving a product a competitive advantage.

"Sony, the one and only" "Good to the last drop" "Drivers wanted.” "Build a style that's all your own." "Tastes great, less filling"

This is the end of this tutorial