Urgency is common in many ads, but not in "soft sell" ads.

Urgency is common in many ads, but not in "soft sell" ads.
u1. Creating a sense of urgency is common in some, but not all, ads.
u2. Words and nonverbals can express urgency.
u3. Different situations exist for a "Hard Sell" and a "Soft Sell."
u4. Command propaganda and Conditioning propaganda are different.

u1. Creating a sense of urgency is common in some, but not all, ads.
For example, some ads for standard products use a "soft sell" without a sense of urgency or a call to act now. However, for the observer, it's always useful to use the full 1-2-3-4-5 part pattern of "the pitch," to look for the presence -- or notice the omission -- 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.

u2. Words and nonverbals can express urgency.
Words commonly used in ads to urgency:

HURRY
ACT NOW
RUSH
LAST CHANCE
DEADLINE
FINAL CLOSE-OUT
GOING OUT-OF-BUSINESS
ONE DAY ONLY
NEVER AGAIN
CLEARANCE
DON'T DELAY
NOW OR NEVER
DON'T MISS OUT
OFFER EXPIRES
ONCE IN A LIFETIME
PROMPTNESS BONUS
PRICES GOING UP

Nonverbals commonly used to express urgency:
ticking clocks
beating drums
fast breathing
quickening tempo in music
hourglass sands draining
staccato sounds
countdowns 10-9-8-7-6 ...
images of motion
flashing lights

Urgency pleas are basically concerned with time, but are also clustered with ideas of scarcity (only a few left) and availability (chance, opportunity).

Metaphors, for example, are likely to be about "crossroads" (decision time, critical junction, now or never, either/or).

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. It's good advice never to sign any long term contract (for a car, a time-share condo, any expensive item) whenever an urgency appeal is used. Stop. Think it over. Read. Get outside advice.

u3. Different situations exist for a "Hard Sell" and a "Soft Sell."

" HARD SELL" "SOFT SELL"

When the PRODUCT is temporary, or has limited use. For example: concerts, movies, entertainments, fads, fashions, seasonal clothing, "collectibles," perishables. When the PRODUCT has long-term or repeated use. For example: standard foods, non-fashion clothing, major appliances.

When the SELLER is temporary. For example: new or unknown websites, telephone "boiler rooms," door-to-door selling, any fly-by-night scheme or con game. When the SELLER is permanent. For example, long established stores, manufacturers, and brand names.

When the BUYER is temporary. For example: tourists, travelers and newcomers; kids and inexperienced "newbies." When the BUYER is permanent: For example: long-time residents, in own area, experienced, settled, mature.

When a CRISIS exists (a real or imaginary emergency, time limit, or deadline): For example: pain, severe weather, war, seasonal sales, elections, TV "Shopping Channels." When NO CRISIS exists: For example: health, good weather, peace, normality, business as usual.

When GUARANTEE (refund or exchange) is missing: for example, unknown companies, "fronts," street vendors. When GUARANTEE (refund or exchange) is available. For example: name brands, established stores and manufacturers.

When SUPPLY exceeds demand: surplus situations. When DEMAND exceeds supply: shortage situations.

4. Command propaganda and Conditioning propaganda are different.

Adults and older students may wish to examine the wider context of persuasion, to consider the differences between command propaganda and conditioning propaganda. Some words, such as "propaganda," are loaded with emotional connotations: usually, people use this term to attack the ideas of others they don't like.

Here, however, I use this term as neutrally as possible: propaganda means the organized attempts by any group to persuade others.

Command propaganda, as used here, means persuasion which seeks an immediate response. Now! Most commercial ads want us to buy something now; most political ads want us to do something specific, now: to vote, or join, or send money. Often, such persuasion uses an urgency appeal.

Conditioning propaganda, as used here, means persuasion which seeks to mold public opinion, beliefs, assumptions, and attitudes -- on a long term basis -- as the necessary climate or atmosphere for a future response. Later.

Conditioning propaganda is easy to understand in commercial ads which often have a low-key "soft sell" approach: using long-term repetition (of the brand name, store name, logo) and "feel good" association with things we already like. Thus, when we're ready to buy, we already know and like the brand. (See also: "F" -- Feel Good Ads)

Conditioning propaganda is much harder to detect and analyze in political and social persuasion. Many different names have been used to describe such persuasion which seeks to create, shape, mold basic opinions, beliefs, assumptions and attitudes, myths and worldviews.

Related to commercial persuasion, such conditioning propaganda has been called: PR, public relations, soft sell, publicity, image building, promotion, corporate advertising, institutional advertising, goodwill advertising.

Related to political and social persuasion, such conditioning propaganda has been called: basic propaganda (Goebbels), political education (Lenin), sub-propaganda (Ellul), indoctrination, education, consciousness raising, awareness, issue advertising, advocacy advertising.

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" HARD SELL"	"SOFT SELL"
When the PRODUCT is temporary, or has limited use. For example: concerts, movies, entertainments, fads, fashions, seasonal clothing, "collectibles," perishables.	When the PRODUCT has long-term or repeated use. For example: standard foods, non-fashion clothing, major appliances.
When the SELLER is temporary. For example: new or unknown websites, telephone "boiler rooms," door-to-door selling, any fly-by-night scheme or con game.	When the SELLER is permanent. For example, long established stores, manufacturers, and brand names.
When the BUYER is temporary. For example: tourists, travelers and newcomers; kids and inexperienced "newbies."	When the BUYER is permanent: For example: long-time residents, in own area, experienced, settled, mature.
When a CRISIS exists (a real or imaginary emergency, time limit, or deadline): For example: pain, severe weather, war, seasonal sales, elections, TV "Shopping Channels."	When NO CRISIS exists: For example: health, good weather, peace, normality, business as usual.
When GUARANTEE (refund or exchange) is missing: for example, unknown companies, "fronts," street vendors.	When GUARANTEE (refund or exchange) is available. For example: name brands, established stores and manufacturers.
When SUPPLY exceeds demand: surplus situations.	When DEMAND exceeds supply: shortage situations.