4. URGENCY-STRESSING

Creating a sense of urgency is common in some, but not all, ads.

For example, some ads for standard products use a "soft sell."

However, it's always useful to be alert for the full 1-2-3-4-5 part pattern of the pitch, to look for the presence -- or notice the absence -- of urgency-stressing.

Most urgency claims seek an emotional response, to rush us to buy something, to do something, or to believe something without careful thinking about it.

The urgency appeal creates an anxiety within us that we might lose a benefit if we don't act immediately.

Genuine deadlines, emergencies, and sales do exist.

However, it's still prudent to be very careful, and good advice never to sign any long term contract (especially for a car, any expensive item) when an urgency plea is used.

Examine the words and nonverbals commonly used in urgency appeals. Then, note the exceptions and the qualifications by comparing the hard sell and soft sell.

Not all ads use urgency appeals, but always check for them.

If no urgency appeal, is this "soft sell" part of a product's long-term ad campaign? Based on repetition for name recognition of a brand name, standard product, or established store; or association using product placement (within movies, TV programs); providing celebrities with free gifts (clothes, cars).

Corporate image-building ("feel good"ads) are so often "proud sponsors" associated with good causes (such as charity fundraisers, PBS programs) that "greenwashing" commonly describes these corporate conditioning campaigns.

Older students may wish to examine the wider context of persuasion, to consider the differences between command propaganda and conditioning propaganda.