Sometimes an advertisement will speak to a certain group of people to make them feel like they belong together and are united by a product. For example, a breakfast cereal that claims to be only for kids, or a minivan that is only for young, cool families.
Statements from people who have used a product is a powerful way that advertisers try to establish trust with the consumer. When a consumer sees that others have tried the product with great results, they will be more likely to buy it too.
Some advertisements simply lay out the information the consumer needs to make a decision about a product. For example, a vitamin company might give information about what happens to people's health when they don't take vitamins. This tactic is going to try to persuade you with enough information and evidence to make a purchase.
Mascots for children's cereals have been around for many years. A mascot allows the consumer to easily recognize a certain brand when they are ready to make a purchase. From allergy medication to car insurance, mascots are used by advertisers as part of their overall branding strategy to stand out from the crowd.
Similar to using testimonials, a famous name can recommend a product and establish trust with the audience. If a popular singer swears by a certain acne medication, then credibility has been established with the consumer who is more likely to trust and purchase the product.
Many times an advertisement will appeal to our emotional sense of wanting to fit in and belong among our peers. Whether it's showing off a certain car or style of clothing, or a food that we can share with family and friends, peer pressure can be a motivator to make a purchase that shows we're part of the crowd.
We all have problems from dirty dishes to itchy scalps to dogs with fleas. It's pretty hard to argue with an advertisement that claims to solve our problems. Sometimes that's all an advertisement needs to do: show the solution to your particular problem.
Many people desire to feel and be seen as wealthy. An advertisement for brown mustard eaten by a man in an expensive chauffeur-driven limousine, or a cat food served in a crystal wine glass are two examples of appealing to people's desire for affluence.
Sometimes advertisers will try to catch your attention by embellishing the truth. For example, an ad for a men's cologne that makes girls chase you down the street. This allows the advertiser to entertain while creating a memorable scenario for the consumer, which may influence a purchasing decision.