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Scare-and-sell ads |
But, for every human hope and dream, there's also a corresponding fear and nightmare. Thus, these "bad things" -- the reverse, the negative counterparts -- are sometimes emphasized in ads, which here will be called "scare-and-sell" ads.
Some ads emphasize problems, then, offer the product as a solution.
Although products sold for relief, prevention, or protection (such as prescription drugs, headache medicines, burglar alarms, auto tires, fire insurance) are more likely to use this scare-and-sell tactic, this negative approach can be used for any product claim. (See the list below.) .
"Comparative ads" in commercial advertising (somewhat related to attack ads) are relatively uncommon. Usually the company which is lower-ranked in sales compares its products with the best sellers. (Pepsi vs Coke; Burger King vs McDonalds) Many people do not like any kind of comparative advertising. However, comparative ads are legal, but need to be very carefully written (FTC guidelines exist). Whenever one company mentions another, such ads are very risky for the advertisers: they don't want to antagonize the audience, nor defame or slander the other, for fear of a law suit.
In political advertising, such negative ads (intensifying the others' bad) are very common and very obvious as candidates stir up fears about the others. Although most people condemn such "name-calling" and "mud slinging," it is widely used in elections, alas, because it is often very effective
PRODUCT-CENTERED CLAIMS Quality inferior, poor, bad, artificial, flimsy, shoddy Quantity inadequate, limited, lacking, skimpy, too few Beauty ugly, unsightly, disgusting, revolting Efficiency incompetent, inefficient, unskilled, broken, lazy Scarcity common, commonplace, mundane, trivial, run of the mill Novelty outdated, old fashioned, worn out, obsolete, passé Stability untested, untried, inexperienced, new-fangled, jerry-built Reliability unreliable, untrustworthy, unpredictable, erratic Simplicity complicated, complex, hard, difficult, worrisome Utility useless, worthless, limited, impractical Rapidity sluggish, slow, tedious (or) hasty, rushed, hurried Safety unsafe, dangerous, harmful, poisonous, breakable AUDIENCE-CENTERED CLAIMS Food bland, tasteless, disgusting, unappetizing, bitter,sour Activity dull, passive, lazy, feeble, inert, lethargic Surroundings scorching, sweltering heat, freezing cold, foul air, polluted Sex undesirable, unattractive, frigid, impotent Health sick, unhealthy, pain, suffering, dirty, unclean Security accident, death, disaster, tragedy, calamity, loss Economy cheated, overcharged, loss, worthless, being taken Religion sinful, blasphemous, profane, sacrilegious, impious Science inaccurate, illogical, unsubstantiated, superstitious, junk science Best People common, mediocre, second-rate, run of the mill,losers Most People unpopular, unknown, unwanted, disliked Average People odd, oddball, strange, snob, arrogant Neighborhood stranger, outsider, intruder, newcomer, trespasser Nation foreigner, alien, illegal, traitor, disloyal Nature artificial, unnatural, polluted Intimacy unloved, unwanted, lonely, friendless, rejected Family irresponsible,uncaring,incommunicative Groups outsider, outcast, unfriendly, excluded, detached Esteem insignificant, unknown, overlooked, nobody, loser Play dull, sad, solemn, austere, joyless Generosity stingy, cheap, tightwad, miserly, selfish, self-centered Curiosity boring, apathetic, uninterested, shallow, dull Creativity unimaginative, imitative, untalented, lazy success failure, quitter, abandoned, incomplete, inept