Name Calling

Name Calling is the use of derogatory language or words that carry a negative connotation when describing an enemy or opponent. The technique is often used in political “attack” ads, but is rarely seen in commercials.  Name calling in commercials occurs when two or more products are compared to show that one of the products being advertised is clearly better than the other(s).

1^st EXAMPLE (Pepsi) – very subtle – nothing negative is said, but it is implied that Coke’s only value is to use it as a stepstool to get to the better product.

2^nd EXAMPLE (Burger King) – slanted comparison of the two fast food chains

3^rd EXAMPLE (Campbell’s Soup) – points out an ingredient that Progresso Soup contains that Campbell’s does not…. Again, there is no proof, the consumer would then need to look at the ingredients on the cans of both soups to determine if the statement is true.

4^th EXAMPLE (political attack ad) – political ads of this type are commonly found on television before a close election.  Very rarely do the people who create the ads provide any proof of their allegations; the person watching the ad must do the research to determine if the claim in the ad is true. 

Assertion

An assertion is an enthusiastic or energetic statement presented as a fact, although it is not necessarily true. Assertion is commonly used in advertising and modern propaganda. They often imply that the statement requires no explanation or back up, but that it should merely be accepted without question. Any time an advertiser states that their product is the best without providing evidence for this, they are using an assertion.

1^st EXAMPLE (Crest) – includes statement that Crest leaves your teeth 2x cleaner than “ordinary toothpaste” without any evidence

2nd EXAMPLE (Cingular):  It might be true, who knows?  There’s simply no evidence to back up the claim.

3rd EXAMPLE (Toyota Dealership): Well, I know some ladies who might like this concept; however, I know others who would be offended.  Again, there’s no evidence to back up the statement.

Card Stacking

Card Stacking involves only presenting information that is positive to an idea or proposal and omitting information contrary to it. Card stacking is used in almost all forms of propaganda, and is extremely effective in convincing the public. Although the majority of information presented by the card stacking approach is true, it is dangerous because it omits important information. The best way to deal with card stacking is to get more information.

1^st EXAMPLE (Zoloft) – Most medication commercials fall in this category.  There is very little information given regarding the negative side effects associated with this drug.

2^nd EXAMPLE (NIDO) – The commercial emphasizes that vitamins and minerals are added to make this product sound healthy and beneficial for children BUT leaves out the fact that sugar is also added.

3^rd EXAMPLE (Alli) – Big letters “FDA APPROVED” but you have to read the fine print or the box itself to get any information regarding the negative side effects associated with this type of weight loss medication.

Plain Folks

Commercials often use normal everyday looking people so that the intended audience can connect the product to their own lives. The plain folks approach is used to convince the audience that the spokesperson is from humble origins, someone they can trust and who has their interests at heart.  Any time a commercial shows average (not famous) people using or talking about a product, the "plain folks" technique is being used.

1^st EXAMPLE (Toyota Sienna):  Depiction of a typical Saturday morning yard sale

2nd EXAMPLE (Care More Insurance):  Depicts a Grandma sitting in her kitchen trying to understand all the new Medicare information.

3rd EXAMPLE (Obama in Ireland):  Pictures of Barack Obama drinking a pint of Guinness were symbolic in that it showed a president being able to enjoy the drink of the “plain folk” (working class) of Ireland.

Repetition

Repetition is commonly found in commercials and political ads where a key phrase, slogan or company name is repeated.  The goal being that whatever is repeated in the ad, will play over and over again in your brain once the commercial has ended.

1st EXAMPLE (Target) Target logo appears on all the bags in the cart.

2nd EXAMPLE: (K9 Advantix): cute dog, cute song….stuck in my head all day!!!!

3rd EXAMPLE (McDonalds): repetition of the word “nobody”  

Psssst – my sister in law is the little girl in this commercial.

Glittering Generalities

The use of vague, sweeping statements (often slogans or simple catchphrases) using language associated with values and beliefs deeply held by the audience without providing supporting information or reason. They appeal to such notions as honor, glory, love of country, desire for peace, freedom, and family values. The words and phrases are vague and suggest different things to different people but the implication is always favorable. It cannot be proved true or false because it really says little or nothing at all.

1^st EXAMPLE (Starbucks):  Use of emotional words to convince people to volunteer 5 hours of their time (or to buy coffee at Starbucks).

2nd EXAMPLE (Suburu):  The word “LOVE” appears across the screen and then fades away.

3rd EXAMPLE (O.P.I):  The OPI BreatheLife Campaign.  Proceeds from purchases of this particular shade of nail polish will go to an organization fighting lung cancer.  “BreatheLife” is a slogan meant to catch your attention and get you to read more about the cause behind the advertisement.

4th EXAMPLE (political ad)  Picture of John McCain and the words “reform, prosperity and peace”

Transfer

Transfer is an attempt to make the subject view a certain item in the same way as they view another item, to link the two in the subject’s mind. Transfer is often used in commercials, politics and during wartime. Although this technique is often used to transfer negative feelings for one object to another, it can also be used in positive ways. By linking an item to something the subject respects or enjoys, positive feelings can be generated for it.

1^st EXAMPLE (Old Spice):  A rather obvious use of transfer where a good looking man in a towel asks the woman watching the ad to look at her man and then back at the man in the towel.  This is an example of "positive" transfer - a positive feeling is transferred to the product.

2^nd EXAMPLE (Quit.org):  A small child who is left alone in a train station starts to cry.  Transfer of emotion to try to get someone to stop smoking.  Negative Transfer

3^rd EXAMPLE (Flygbussarna): Positive Transfer.   Biofuel that is “clean enough to drink”.