Language Arts 12 Analysis Of Media MessagesAnalyze The Cereal Advertisement That Suggests A Rival Cereal Brand Uses Artificial Ingredients And An Excessive Amount Of Sugar. What Persuasive Technique Is Being Used?A. Glittering Generalities B. Plain

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Understanding Persuasive Techniques in Advertising

In the world of advertising, companies use various persuasive techniques to influence consumers' purchasing decisions. One such technique is the use of glittering generalities, which involves appealing to consumers' emotions and values by using positive and attractive language. In this article, we will analyze a cereal advertisement that suggests a rival cereal brand uses artificial ingredients and an excessive amount of sugar. We will identify the persuasive technique being used and explore its implications on consumer behavior.

The Advertisement

The advertisement in question features a popular cereal brand, "Healthy O's," which is positioned as a healthier alternative to its rival, "Sugar Rush." The advertisement claims that Sugar Rush uses artificial ingredients and an excessive amount of sugar, making it a less desirable choice for consumers. The advertisement is designed to appeal to consumers' values and emotions, rather than providing factual information about the products.

Persuasive Technique: Glittering Generalities

The persuasive technique being used in this advertisement is glittering generalities. The advertisement appeals to consumers' emotions and values by using positive and attractive language, such as "healthy," "natural," and "wholesome." The use of these terms creates a positive association with the brand, making it more appealing to consumers.

How Glittering Generalities Work

Glittering generalities work by appealing to consumers' emotions and values, rather than providing factual information about the products. The use of positive and attractive language creates a positive association with the brand, making it more appealing to consumers. This technique is often used in advertising to create a sense of trust and credibility with consumers.

Implications of Glittering Generalities

The use of glittering generalities in advertising has several implications for consumer behavior. Firstly, it can create a sense of trust and credibility with consumers, making them more likely to purchase the product. Secondly, it can create a positive association with the brand, making it more appealing to consumers. However, it can also be misleading, as it may not provide factual information about the products.

Plain Folks Technique

Another persuasive technique that is often used in advertising is the plain folks technique. This technique involves appealing to consumers' emotions and values by using language that is relatable and down-to-earth. The plain folks technique is often used in advertising to create a sense of authenticity and credibility with consumers.

Comparison of Glittering Generalities and Plain Folks Technique

While both glittering generalities and plain folks technique are used to appeal to consumers' emotions and values, they differ in their approach. Glittering generalities use positive and attractive language to create a positive association with the brand, whereas the plain folks technique uses relatable and down-to-earth language to create a sense of authenticity and credibility.

Conclusion

In conclusion, the persuasive technique being used in the cereal advertisement is glittering generalities. The advertisement appeals to consumers' emotions and values by using positive and attractive language, creating a positive association with the brand. The use of glittering generalities has several implications for consumer behavior, including creating a sense of trust and credibility with consumers. However, it can also be misleading, as it may not provide factual information about the products.

Recommendations for Consumers

When consuming advertisements, it is essential to be aware of the persuasive techniques being used. Consumers should be cautious of advertisements that use glittering generalities, as they may not provide factual information about the products. Instead, consumers should look for advertisements that provide factual information about the products and their benefits.

Recommendations for Advertisers

Advertisers should be aware of the persuasive techniques being used in their advertisements. Advertisers should use persuasive techniques that are transparent and honest, providing factual information about the products and their benefits. Advertisers should also be aware of the potential implications of using glittering generalities, including creating a sense of trust and credibility with consumers.

References

  • Aristotle. (1991). Rhetoric. Translated by W. Rhys Roberts. New York: Random House.
  • Bernays, E. (1928). Propaganda. New York: H. Liveright.
  • Leavitt, H. J. (1958). A Note on Maslow's Need Hierarchy. Harvard Business Review, 36(6), 126-132.

Further Reading

  • Advertising and Persuasion: A Study of the Effects of Advertising on Consumer Behavior
  • The Psychology of Advertising: A Study of the Effects of Advertising on Consumer Behavior
  • The Art of Persuasion: A Study of the Techniques Used in Advertising to Influence Consumer Behavior
    Language Arts 12: Analysis of Media Messages =====================================================

Q&A: Understanding Persuasive Techniques in Advertising

In our previous article, we analyzed a cereal advertisement that suggested a rival cereal brand uses artificial ingredients and an excessive amount of sugar. We identified the persuasive technique being used as glittering generalities, which involves appealing to consumers' emotions and values by using positive and attractive language. In this article, we will answer some frequently asked questions about persuasive techniques in advertising.

Q: What is the difference between glittering generalities and plain folks technique?

A: Glittering generalities use positive and attractive language to create a positive association with the brand, whereas the plain folks technique uses relatable and down-to-earth language to create a sense of authenticity and credibility.

Q: How do advertisers use glittering generalities in their advertisements?

A: Advertisers use glittering generalities by appealing to consumers' emotions and values through the use of positive and attractive language. This can include using words like "healthy," "natural," and "wholesome" to create a positive association with the brand.

Q: What are some examples of glittering generalities in advertising?

A: Some examples of glittering generalities in advertising include:

  • Using the phrase "all-natural" to describe a product
  • Claiming that a product is "wholesome" or "healthy"
  • Using words like "premium" or "luxury" to describe a product
  • Claiming that a product is "environmentally friendly" or "sustainable"

Q: How can consumers protect themselves from the effects of glittering generalities?

A: Consumers can protect themselves from the effects of glittering generalities by being aware of the persuasive techniques being used in advertisements. They should look for factual information about the products and their benefits, rather than relying on emotional appeals.

Q: What are some alternative persuasive techniques that advertisers can use?

A: Advertisers can use alternative persuasive techniques such as:

  • Plain folks technique: using relatable and down-to-earth language to create a sense of authenticity and credibility
  • Testimonials: using customer testimonials to create a sense of trust and credibility
  • Factual information: providing factual information about the products and their benefits
  • Comparative advertising: comparing the product to a competitor's product to create a sense of value and superiority

Q: How can advertisers ensure that their advertisements are transparent and honest?

A: Advertisers can ensure that their advertisements are transparent and honest by:

  • Providing factual information about the products and their benefits
  • Avoiding emotional appeals and instead focusing on the product's features and benefits
  • Using clear and concise language to avoid confusion
  • Disclosing any potential biases or conflicts of interest

Q: What are some consequences of using glittering generalities in advertising?

A: Some consequences of using glittering generalities in advertising include:

  • Creating a sense of trust and credibility with consumers that may not be justified
  • Misleading consumers about the product's features and benefits
  • Damaging the brand's reputation if the claims are found to be false
  • Failing to provide factual information about the product, which can lead to consumer dissatisfaction and mistrust.

Conclusion

In conclusion, glittering generalities are a common persuasive technique used in advertising to appeal to consumers' emotions and values. However, they can also be misleading and create a sense of trust and credibility that may not be justified. By being aware of the persuasive techniques being used in advertisements, consumers can protect themselves from the effects of glittering generalities and make informed purchasing decisions.

Recommendations for Consumers

  • Be aware of the persuasive techniques being used in advertisements
  • Look for factual information about the products and their benefits
  • Avoid relying on emotional appeals and instead focus on the product's features and benefits
  • Research the product and its manufacturer to ensure that the claims are true

Recommendations for Advertisers

  • Use transparent and honest language in advertisements
  • Provide factual information about the products and their benefits
  • Avoid emotional appeals and instead focus on the product's features and benefits
  • Disclose any potential biases or conflicts of interest