Print Ads

Physiological / Persuasive Techniques

Presuasive Techniques
Strategies used to influence an audience to adopt a specific idea or take action, primarily through Aristotle's ethos (ethics/credibility), pathos (emotion), and logos (logic).

Ethos
The method of convincing your audience that you have good character and you are credible therefore your advert can be trusted

It is almost universal for toothpaste ads to state "9 of 10 dentists recommend" or "Number 1 toothpaste, recommended by dentists." By using the credibility of dentists, these statements invoke trustworthiness in the viewer, increasing the likelihood that the product will be effective and reliable.

Endorsements
The act of publicly supporting or recommending something, whether it's a product, person or idea. Consequently, establishing credibility is a crucial component in shaping consumer perceptions and driving sales.

Celebrity endorsements are a popular choice of adverts to promote high status of a product using the status of a well known individual . Example can include Taylor Swift for Diet Coke, George Clooney for Nespresso, Michael Jordan for Nike, and Angelina Jolie for Louis Vuitton

Logos
A logical approach involves relying on the intelligence of the audience in support of your advertisement and providing evidence to support your claims.

Upon the advert it presents two other competing products or rivals to compare and construct with the target audience. This demonstrates not only the visual appeal of the product but also the data and stats among its nutritional factors, thus supporting the product with claims of analytics.

Pathos
To persuade by appealing to the audience’s emotions, you want the audience to feel the same emotions you feel about your product, you want to emotionally connect with them and influence them.

Adverts that connect with the audience include brands like Coca-Cola use joy and happiness in their holiday campaigns, while others use negative emotions like fear or sadness to motivate a specific action or change in behavior.

Propaganda Techniques
Methods used to manipulate public opinion, often by exploiting emotions, distorting facts, or simplifying complex issues to persuade an audience to adopt a particular viewpoint or take a specific action.

Plain Folk
Approach where adverts demonstrate they’re just like you and me with ideas that resonate with the everyday person. According to the plain folks appeal definition, to make a product appear practical and of good value, the advert should present it as being used by “ordinary” people.

The depiction of a mother and child strategy is particularly effective because it appeals to the audience's desire for practicality and affordability. By showcasing relatable scenarios, such as a mother shopping for her child, the advertisement reinforces the idea that Walmart is a trustworthy and family-friendly choice. ^

Bandwagon
The bandwagon effect capitalizes on the idea that people like to follow the crowd. By suggesting that “everyone is doing it” in your visual advert, you can persuade individuals to join in the same experience to avoid feeling left out.

The purpose of this advertisement is to highlight the fact that Maybelline Great Lash Mascara is the best-selling mascara across the entire American continent. The statement above will undoubtedly cause viewers to wonder if it is the most popular, since if it is, it must be the best and better than what they use. As a result, they will be tempted to purchase the product.

Linguistics / Textual Techniques

Hyperbole Refers to exaggeration and used to emphasize a point which works great as an advertising technique

An example of a hyperbole used in print ads is through the original Mars bars slogan "A Mars a day helps you work, rest and play."

Rhetorical Questions These questions are asked to engage the audience rather than to receive a response

An example of rhetorical question used in print ads in where a children's clothing store is being promoted with the headline being "Kids grow up quickly, don't they" which is asked regardless of having an obvious answer.

Alliteration
It uses repeating rhythms/sounds and it is used in print ads because the repetition of sounds makes the ad memorable and catchy.

An example of alliteration in print ads is with Coca-Cola as Coca and Cola both start with the letter C increasing brand recognition as it's easy to remember.

Message (Krishna)

Target Audience / Placement

What is it?

The target audience is the final viewer of the advertisement, someone with an intent to purchase or interact with the product. The effectiveness of a print ad depends on reaching its target audience

Print-ads can be placed in Traditional Media Placements (Billboards, Newspapers, Radio) or in Digital Advertising (Website Banners)

How does it work?

Effectively reaching the target audience depends on emotional appeal, story telling and placementThe message of a print-ad reaches its intended demographics better when placed in proximity

Ex: the placement of running shoe ads next to water bottle booths in marathons

HOKA 2025 Chicago Marathon

Instilling Urgency

Nike 2025 London Marathon

How does it work?

Choosing to word the message in a way to increase urgency can provoke and idea of scarcity, enticing the customer to purchase the product

Ex: A sale that ends soon can create a sense of FOMO that causes people to buy the products faster

What is it?

Instilling urgency follows the principle of creating a parth of least resistance; reducing the friction between a customer purchasing a product

Emotional Appeal

Coca-Cola 2009 #open-happiness

How does it work?

According to neuromarketing, emotion based advertising is more effective than logical advertising, meaning stylistic choices to provoke emotions can be more influential in purchase decisions

What is it?

Emotional Appeal in advertising refers to the usage of visuals, texts and sometimes sounds to provoke an emotional response in the viewer

Story Telling & Narration

Detol Malaysia 2008 Child's Hand

How does it work?

Studies reveal that print ads in magazines are 1.7 times more likely to be recalled and talked about than other ads, with talkability and story telling being the main influential factors

What is it?

Story telling / Narration refers to the ability for an advertisement to display a story subliminally from its main front image

Visual / Design Techniques

Typography:

Typography sets the tone of the ad by choosing fonts that reflect the brand’s personality and message. It guides the reader’s eye and ensures key information stands out.

Imagery

Strong imagery grabs attention and creates an emotional connection with the audience. In print ads, visuals often communicate the message faster than words.

Colour Theory/Psychology

Colors influence emotions and perceptions, shaping how the audience feels about the ad. The right color palette can highlight important elements and reinforce brand identity.

Elements of design

Balance, contrast, alignment, and hierarchy help organize information effectively. These elements make the ad visually appealing and easy to read.