Techniques

Each advert always contains an element to it to help them to attract viewers and endorse their product to the viewers:
Hidden and overt message.
Emotional responses:
Solution to a problem.
Fear.
Concern.
Compassion.
Self-perception.
Social position.
Celebrity endorsement.

Persuasive Techniques
Hermeren: distinguishes among the following kinds of power through which an advertisement may have a persuasive influence:
Reward Power: the product promises some positive benefit.
Coercive Power: the product is presented upon pain of threat or punishment.
Referent Power: the message associated with the product.
Expert Power: the product is presented by an expert.
Star Power: the product is associated with a celebrity figure.

Example 1: Gillette Fusion Advert.

This advert contains a celebrity endorsement as it includes sports stars Tiger Woods, Theirry Henry and Rodger Federer. Seeing as the product is aimed at men anyway, the use of these famous figures will appeal to men even more as they are their idols, they see them competing every week so if they use the same razor as them then they will feel like they have something in common with them. It also shows star power as every time you see that product you/ll be reminded of those celebrities so the product eventually becomes associated with the celebrity.

Example 2: Nivea For Men 'Silver Protection' Deodorant Advert.

This advert shows a social response as it makes men feel more comfortable socialising as they don't feel like they have to worry about what their smelling like. Also, the advert showed 2 men competing in social event in blow up balls which suggests that they Nivea are competing to be the best out there and no matter what you do you can stay smelling good. It includes referent power as there is a clear message associated with the product that gets itself across to the viewer.

Example 3: Anderx Advert.

This advert shows compassion as you adore the puppy and find it very cute. This attracts the audience in as they like the puppy and it therefore helps to sell the product as people go out and buy the product as it is associated with the puppy. The advert has reward power as they feel that their helping out the puppy even though it was only used to help sell the product.

Example 4: Domestos 5x Longer Advert.

This advert strikes fear into mothers as they feel that the germs are going to have a negative impact and cause their children to ill. By doing this, mothers and fathers feel like they have to buy and use the product as it is helping to save their childrens health. It has reward power with it as the advert has a positive benefit with it.