Elements of advertsing

Short sentences for impact on the reader.

Weasel words are often used. These are words which suggest a meaning without actually being specific. One type is the open comparative: "Brown's Boots Are Better" (posing the question "better than what?")

Humour. This can be verbal or visual, but aims to show the product positively.

Glamorisation is probably the most common technique of all. "Old" houses become charming, characterful or unique. "Small" houses become snug or manageable. Houses on a busy road become convenient for transport.

Use of well known music in order to familiarise the viewer with the product and provoke feeling towards it. It represents the nature of the product and the type of consumer who may use it.

Exaggeration: to generate feeling towards the product in the eyes of the viewer, may it sounds much better than it is in order to sell it.

Use of background/mis en scene: clapping or cheering so the viewer is subconsciously reassured that others use and are pleased with the product.

Use of celebrities to persuade the viewer that they can be like those in the advert if they use the product.

Use of Alliteration: "Buy Brown's Boots Now!"- An element of humour or increased likelihood of remembering product.

Lack of negatives: advertising normally emphasises the positive side of a product.

Simple and Colloquial language: "It ain't half good" to appeal to ordinary people.

Familiar language: use of second person suggests a friendly attitude.

Repetition of the brand name and the slogan.

Neologisms may have novelty impact, eg Beanz Meanz Heinz.