Ads That Persuade

Whether you call it advertising, marketing communications, copywriting, or ads – I enjoy them all. I like reading, watching, listening to, and writing ads.

With all the communication, really an excess of ads, sometimes I feel like I’m just adding to the hum that most people block out. On the other hand, I work for some really great companies – especially local companies. I know the importance of shopping locally and how important differentiation is.

I DON’T want my clients to shout at you, post continuous updates of their low low sale prices, or overwhelm you with technical jargon. That stuff doesn’t work! I don’t even “stay tuned” for those kinds of marketing communications.

What are the techniques used in advertising? What does work? What doesn’t? Stay tuned my friends. The next couple of posts will address these questions. I’ll also provide samples of ads that I really like, not just because they’re entertaining, but because they are effective.

Rustoleum - "Any angle. Any surface. Any questions?"

This Rustoleum ad works because it is simple, addresses a point of pain (other spray paints only work when held upright), and it is visually appealing.

WHAT ARE ADVERTISING TECHNIQUES?

Simply put, techniques are communication tools that we use in our everyday lives. These tools influence thoughts, feelings, and memory. Humans naturally choose words and the way we deliver them to arouse interest, captivate attention, explain, and affect desires and actions. As a mother of a two-year-old I can tell you I constantly experiment with words and delivery methods to achieve the desired result.

Today about 50 different ad techniques have been defined. But as far back as Aristotle in 423 BC three primary persuasive techniques have been proven; Ethos, Pathos, and Logos.

ETHOS – Greek for “character.” The credibility or ethical appeal is based on the reputation of the writer/speaker/company. When you become an authority on a subject and someone likable and worthy of respect - then your marketing will have greater impact.

PATHOS – Greek for “suffering” or “experience.” Emotional appeal or appeal to the audience’s sympathy is effectively used to enhance an argument or persuade. If the audience identifies with the writer’s point of view, empathizes with the campaign – then abstract concepts become palpable and present.

LOGOS – Greek for “word.” This is often thought of as the logic of reasoning or internal consistency of the message. This is the most important means of persuasion, and the easiest to utilize. Give reasons and back up your claims with supportive evidence.

Watch for a more in-depth article on Aristotle’s Three Elements of Persuasion in the near future. Next week – 20th century and beyond.

If your ads are drowning in a sea of cliché please call Fletcher Freelance today.

(715) 584-6773