source: udemy.com
The question that is asked in this post is very similar to the last post. There will be three more tactics that advertisers use to persuade their audiences to buy their products and there will be three more on the next post.
This tactic is common from you seeing a lot of make up products and many other luxuries. People can use models in their commercials but there are certain relevance as to whether or not you should use a model to be part of your commercials. According to
Nikolenda, the most relevance of using models is when you are doing certain types of luxuries such as art, beauty, health, and (as a mentioned before) make up. Sometimes, there are brands, that sell home decor, that use models to fit into their commercial, but those brands use models because it feels more natural and there is an artistic way of doing it. However, most of the brands with home decor don't use it as much. There is another way to use a model is clothing line such as Abercrombie and Fitch, Hollister, Levi, and also Macy's. There are tons of other clothing brands that have models but I could only name a few of them for now.
According to Trampe in
Nikolenda, the quote says this, "Didn't explain why you need relevance. But here's my guess: irrelevant products reveal your underlying motive." What he's basically saying is that when you put an attractive model on your commercial to a product that has nothing to do with the model, such as a laundry detergent with an attractive male/female, people know you are persuading them so they tried to resist the urge of trying to buy something rather than letting their shopping spree mood take over. It's what people that use advertisements have to careful of.
souce: Nikolenda.com
Fun fact about this tactic is that models enhance your persuasion and not minimizing it. However, the catch of this is, again, that you need to disguise the tactic with the right product, that feels natural into the advertisement.
There is an interesting tactic for advertising was when the image size matters. From the commercials that you see, there are always those large images that on the screen that take up the whole screen. According to Nikolenda, the larger the image, the more emotion it has to the image. A lot of advertisers would use large size words to create an emotional impact on the person who is viewing the ad. For example, say that you're watching TV and you see a Verizon Commercial. They would put bold letters on the price deals for data. They would most likely bold get unlimited amount of data today! At least somewhere along the lines of that.
Not only to the large sizes of words would be able to convey emotion, they can also give you another benefit which is that the different sizes of text can make the viewer pay more attention to what is typed out on the screen in front of them. According to the writers, Pieters and Wedel, they said, ". . . .an increase in text surface size raises attention to this element much more than it simultaneously reduces attention to the brand and pictorial elements. . . .[so] advertisers aiming to maximize attention to the entire advertisement should seriously consider devoting more space to text."
Source: Nikolenda.com
Advertisers would mention different features of the product they are selling. If you ever had viewed an advertisement about, let's say, Apple for example, then you would know that they would talk about the features of the new I phone or the new laptop that they had made in their factories. It is said by the sources that Nikolenda had cited that having to talk about the features of your product can persuade a person to buy whatever you are selling. However, the flaw about this tactic is that the consumer would question the usage of the product. Does it meet up the standards to what this ad is saying? They would much rather have less features then if they are questioning about the usage of the product.
So the proper way to mention features, without overdoing it, is to mention only the highlights of the features you want to present. For example, Samsung has made a new phone in their commerical. They would show you the feature of using your phone as a charger for another person's phone when they are low on battery. That is a highlight feature that they want to present other than the touch pen that works with the phone.
"Avoid describing the usefulness or practicality of features. Instead, mention that your product has the capability." This quote means that when you're describing about your product, you should not talk about how useful it is and then present the features. The right way to do this would be describing the features of the product. On the picture below, it shows you the right way to word out on how the text should be like if you're introducing the features of your product.
source: Nikolenda,com