Common types of advertising strategies include: 1) Before and after, which shows the negative state before using a product and the positive state after, like a stain removed. 2) Advice, which ambiguously promotes a product while advising needs the audience may not realize they have. 3) Empathy, which aims to make the audience feel empathy to promote donating to charities helping those in need.

1. Common types of advertising
strategies
Liam Heeley

2. Before and After
• This technique is used mainly on adverts that are
promoting weight loss or cleaning products to
show they effect that the product has before it is
used and after.
• This technique usually shows a negative image
first, for example a food stain on an item of
clothing, then it will show a positive image so
that item of clothing without the stain, which
therefore is promoting the product because it
gets rid of stains.

3. Advice
• This type of advertising is ambiguous as it is
promoting a product, as well as advising
people about needs that they may not have in
their life. For example if the advertisement is
advertising fruit, the slogan could be ‘do you
have enough protein in your life?’, this then
makes the audience think and therefore could
persuade them to buy the product.

4. Empathy
• This technique is used to make the audience
feel empathy, so then they are persuaded to
donate to the charity being promoted for
example.
• This technique is usually used in adverts that
inform people about the lack of recourses in
poorer countries or the way smoking effects
children and ways it can be prevented.

5. Testimonial
• This technique mainly uses famous, well
known people to promote a product. For
example if Adidas might get David Beckham to
wear some new Adidas football boots, which
will therefore allow the audience to see that
famous players wear them, so therefore they
must be good. This is an effective technique
because if the audience is a fan of the
celebrity being used, then this will further
persuade them to buy the product.

6. Demonstration
• This technique can be used with the before
and after technique as it is demonstrating a
product and how it works. For example a
football player will kick a ball wearing a pair of
boots that are old, then they will be shown
kicking a ball with a new pair of football boots
representing the difference.

7. Competitive or comparison
• This technique represents how one product is
better than another, for example in a washing
powder advert this technique is used to represent
how one brand gets stains out better than other
brands. This creates competition between brands
to create the better product, which will overall
end up forming a very effective product. Samsung
and Apple are competitive in their phone features
as they always try to beat each other in what
their new phone can do.

8. Negative to positive
• This type of advertising turns a boring or
negative subject into a more positive subject.
For example if politics is being advertised,
which to most people is very boring, it will be
turned positive by adding bright colors or
adding facts that could benefit the audience.
This technique uses mainly images instead of
a lot of boring text, this is so the audience
have something to look at instead of lines and
lines of text.