Gallery: 12 Hidden Tricks Advertisers Use to Sell You Stuff
Image: World Wildlife Fund01WWF-Denmark-Lion
Marc Andrews wrote *Hidden Persuasion* to highlight the various methods advertisers use to lure us in. Here the World Wildlife Fund uses anthropomorphism to establish an emotional connection with users. The lion is experiencing secondary emotions (shame, disbelief), which are thought to be distinctly human. This make us feel closer to the animal, thus more likely to donate.
Image: Lung Cancer Alliance02disrupt-Inner-pages-spreads-59 copy
The Disrupt and Reframe technique aims to surprise viewers and then reframe the message to drive home the point. This ad from the Lung Cancer Alliance shocks you with the bold text: "Cat lovers deserve to die," and then explains in smaller text that lung cancer can happen to anyone.
Image: KesselsKramer Amsterdam03can't-get-any-worse-03
Andrews says the Acknowledging Resistance technique is extremely effective because people don't like to be told what to do or buy. By acknowledging itself as a cheap option, The Hanks Brinker already beats the consumer to the punch. Think of it as reverse psychology with a dash of humor.
Image: DDB Mudra Bangaluru04BTP Posters
This Don't Talk While He Drives campaign uses fear tactics to scare you into an action.
Image: The University of North Carolina05door in the face Inner-pages-spreads-86 copy
During WWII, this ad asked people to join the cause and fight, but in case that was too much you could just buy bonds. This technique, called Door-In-The-Face, requires an initial rejection. This allows the advertisers to reframe the proposition to something much more reasonable and appealing.
Image: Prolam Y&R, Santiago06Fat-Dog-Ad
This ad for dog food employs subtle humor to get its point across. The chubby dog envisions himself as the lighter pup approaching the pretty poodle. Ultimately, by giving your dog this light dog food, you're helping him achieve his dream.
Image: Chi & Partners07WING-CO-01
You don't think milk is manly? Well, have you checked out *this* guy? This ad employs the Altercasting technique, which uses a projected identity to help define who should be consuming a product.
Image: Foxp2 Advertising08Old-Khaki---Inkomazi
Sex sells. You might not realize this ad is for the shorts she's wearing, but does it even matter?
Image: Lowe JHB09axefinal
This Axe ad tells you if you wear its spray, women will be flocking to you, bras off. This technique is called Promise Land, and as its name implies, if you buy something, it will lead you to the promised land (aka braless women).
