When I asked students what advice they would give to younger students about DESIRE-STIMULATING,
here are some of the responses, in their own words:
Explicit Claims

Claims are used as a desire-stimulating technique.They are either explicit or implicit.

Very few ads are explicit or direct statements.Most are implicit indirect suggestions.

The target audience is important to consider when you analyze the attention getter and confidence builder in ads.

Our desires for benefits are stimulated by ads in which the claims and promises are either explicity stated or implicitly suggested.

Advertising claims are either product-centered or audience-centered.

As a wise consumer, look for measurable claims, as opposed to subjective opinions.

Ads try to make believable claims.

Ads may be remembered but not believed.

The characters in ads are related to the product being advertised.

Claims and promises can be explicity said in words, or implicity suggested in words and images.

Advertisers will claim that their product will make life better or easier.

Advertisers have the ability to manipulate language to make their product more appealing.

All advertisers will claim to have the best product available.

The idea of a "maker" praising a product is the traditional view of advertising.

In the middle of 20th Century. ads become audience-centered, focused on human desires/wants.

If the audio were off, the audience would still get the message.

Some ads will present a problem then offer the product as a solution. This is called scare and sell.

Implicit Claims / Suggestions

Implied ads/claims after suggest "added values."

Common human needs, wants and desires are used as tactics to persuade the consumer.

Many messages are deliberately ambiguous.

Advertising could be seen as a type of poetry.

Watch for multiple messages, inferences, and implications.

Denotation is restricted meaning. Connotation has multiple meanings.

Slogans are filled with hidden connections. Ads send multiple messages.

Deception is possible in any situation.

Visuals imply. We infer.

Use denotations for straight information transfer.

Audiences make inferences on their own.

Nonverbals and pictures show your point without coming out and saying that.

Information is sent in ads, but also there is the feeling and tone of a scene.

Ads use words that have multiple meanings.

Advertisers want consumers to make positive inferences about their product.

Advertisers use nice images, so the consumer will relate to a positive image to the product.

Advertisers know about the mute button on remotes and will use nonverbal ways to get their message across

Ads use words with many connotations because these words have multiple meanings and messages.

It is very difficult to identify deception when messages are implied.

The important nonverbal things in an ad are emphasized and the less important things are downplayed.

Ads that make implicit, indirect suggestions are much more common than explicit, direct claims.

Advertisers can also stimulate our desire for a product or service through an implicit suggestion with words or images.

Variations in responses which repeat, reinforce -- or revise --the materials reflect how individuals differ in their focus or emphasis.

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