Page 6 Claims
Completion requirements
Page 6 Claims
Claims
Gimmicks
The gimmick technique is when marketers/companies offer their customers something:
"You will get not one, but two, if you order right now!"
- coupons
- prizes
- samples
- sales
"You will get not one, but two, if you order right now!"
"Free gift with the purchase of 3 boxes of cereal!"
Here is an advertisement that shows a catchy sales gimmick ,grabbing the consumer's attention, by offering multiple percentage discounts. This is a gimmick that they hope will entice you to buy the product.
Image source: Wikihow
Nature
Natural products or special ingredients make the product exceptionally attractive to consumers.
If you think that by purchasing a product that claims to use "natural" ingredients or that it is healthy for the environment, you will think that what you are buying is a great option.
If you think that by purchasing a product that claims to use "natural" ingredients or that it is healthy for the environment, you will think that what you are buying is a great option.
The commercial below leads you to believe that the dish soap is made with "all natural" ingredients. Their hope is to get you to buy the product; it is made without harmful ingredients, and it still works just as great as a product with chemicals.
Put Downs
Ads will convince you that a particular product or company is more honest or reliable or bigger and better than another company.
An advertisement for a fast-food hamburger may claim that their burger contains "25% more beef than the 'other guys.'"
An advertisement for a fast-food hamburger may claim that their burger contains "25% more beef than the 'other guys.'"
The commercial below compares Samsung and Apple phones and discusses how each is not that great, to try to convince the consumer that the new Nokia phone is the best option.
Statistics
Statistics and facts are given to support a claim that you should buy the product.
By using facts and/or statistics, marketers hope that consumers will see that since there are facts that back up the product. They will be inclined to buy the product, because if there is "proof" of how good it is, it must be true.
Look for words such as "4 out of 5 (dentists) (doctors) (parents) (etc.) recommend this product."
Or "each container of orange juice contains 16 fresh-squeezed Florida oranges and an
unce glass has 100% vitamin C added to it."
By using facts and/or statistics, marketers hope that consumers will see that since there are facts that back up the product. They will be inclined to buy the product, because if there is "proof" of how good it is, it must be true.
Look for words such as "4 out of 5 (dentists) (doctors) (parents) (etc.) recommend this product."
Or "each container of orange juice contains 16 fresh-squeezed Florida oranges and an
The Colgate commercial below uses facts and a dentist to really show consumers that this product is backed by professionals and facts.
| Read "Persuasion...or Propaganda?" and "Persuasive Techniques" on page 143 of ResourceLines 7/8. |
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Self-Assessment On the next page, complete the Self-Assessment on "Claims and Appeals". |
Please contact your teacher if you have questions.