ADVERTISING CLAIMS

1
ADVERTISING CLAIMS

• Many believe that they are immune to advertising.
  They believe that advertising is childish, dumb
  and influences only the less sophisticated.
• Their own purchases are made purely on the basis
  of value and desire.

2
ADVERTISING CLAIMS

• Surveys and sales figures shows otherwise, a
  well-designed advertising campaign has dramatic
  effects.
• Ads are designed to work below the level of
  conscious awareness- it has an effect while being
  laughed at, belittled and ignored.

3
ADVERTISING CLAIMS

• The claim- the verbal or print part of an ad that
  makes some claim of superiority for the product
  being advertised.
• Some of the claims are downright lies, some are
  honest statements abt. a truly superior product
  but most falls into the category of neither bold
  lies nor helpful consumer info.

4
ADVERTISING CLAIMS

• They balance on the narrow line between truth and
  falsehood by a careful choice of words.
• Normally applied to parity products (soap,soft
  drinks, gasoline), products in which all or most
  of the brands available are nearly identical and
  no one superior product exists. So advertising is
  used to create the illusion of superiority.

5
Types of Advertising Claims

• The Unfinished lcaim
• The water is wet claim
• The vague claim
• Scientific/statistical claim
• The rhetoric question

• The Weasel claim
• The were different and unique claim
• The so what claim
• The endorsement/ testimonial claim
• The compliment the consumer claim

6
The Weasel Claim

• Words or claims that appear substantial upon
  first look but disintegrate into hollow
  meaninglessness on analysis are weasels.
• Eg helps, like, virtual, acts, works, comforts,
  fights, enriched, strengthened.
• Sample
• Listerine fights bad breath.
• Helps control dandruff symptoms with regular use.

7
The Unfinished Claim

• The ad claims the product is better, or has more
  of something, but does not finish the comparison.
• Samples
• Coffee-mate gives coffee more body, more flavor.
  (bodyflavor weasel)
• Scott makes it better for you.

8
The were different and unique claim

• It claims that there is nothing else quite like
  the product being advertised. The uniqueness
  claim is supposed to be interpreted by readers as
  a claim to superiority.
• Sample
• There no other mascara like it.
• Cougar is like nobody elses car.

9
The water is wet claim

• Something about the product that is true for any
  brand in that product category. The claim is
  usually a statement of fact, but not a real
  advantage over the competition.
• Sample
• Tooheys, the natural beer.
• Mobil the Detergent gasoline

10
The so what claim

• A claim to which the reader will react by saying
  so what?. Similar to water is wet claim,
  except that it claims an advantage which is not
  shared by most of the other brands in the product
  category.
• Sample
• Strong enough for a man but made for a woman.
• Geritol has more than twice the iron of ordinary
  supplements.

11
The vague claim

• The use of words that are colorful but
  meaningless, as well as the use of subjective and
  emotional opinions that defy verification.
• Sample
• For skin like peaches and cream.
• Its deep rich lather makes hair feel good again.

12
The endorsement/ testimonial

• An appearance by celebrity, sometimes claiming to
  use the product.
• Sample
• Siti
• WWF and entertainment endorsement.

13
The scientific/ statistical

• These ads use some sort of scientific proof, or
  an impressive sounding mystery ingredient.
• Sample
• Easy-Off has 33 more cleaning power than another
  popular brand.
• Special Morning- 33 more nutrition.

14
The compliment the consumer

• Butters up the consumer by some form of flattery.
• Sample
• We think a cigar smoker is someone special.
• The lady has taste.

15
The rhetorical question

• Demands a response from the audience. A question
  is asked and the viewer is supposed to answer in
  a way as to affirm the products goodness.
• Sample
• Shouldnt your family be drinking Hawaiian Punch

16
Refutation in writing

• 3 techniques
• Gap between words and deeds and doubles under the
  name hypocrisy
• Grows from the first point as the tinker attempts
  to justify behavior with new conclusions that
  contradict the old.
• Writer unwittingly undoes themselves before your
  own eyes.
• Need tolerance and open- mindness

17
Affirmation in writing

• When we write something or read what someone else
  has written, we tend to give it more credence
  than the spoken word.
• We need to make affirmations resonate with us.
• Writing without feelings will do little to
  promote change. Our feelings power our thoughts.
• With affirmation that are in proper resonance ,
  it can impact the physical, emotional, mental and
  spiritual aspects of our readers.