There are many advertising techniques developed over the years which help to present ideas and concepts used by marketing personnel. Most of them fall into just a few general categories, and are usually simple as well. Here are just a few techniques that you might wish to try in your next marketing campaign.

Metaphor

The metaphor advertising technique compares two objects or persons and creates the illusion that because characteristics of one are fairly standardized, if we use the metaphor concept, the characteristics of the known object will be applied to the second object. An example of the metaphor would be to create a visual or verbal relationship between the idea of a fine timepiece and the engine of a car. This doesn't mean the advertisement must say: "Such and such automobile is like a fine timepiece" but rather that the automobile IS a fine timepiece.

Exaggeration

Exaggeration, if used correctly can be a very effective advertising technique. The key to exaggeration though is to carry it to almost ludicrous extremes. That's what makes it interesting—the sweeping exaggerated extremes. A small exaggeration can backfire and become simply false advertising. The viewer must realize it is an exaggeration. The exaggeration can be either visual or in print. An example of using exaggeration as an advertising technique is: a recent campaign for super-sized M&M candies in which a man is tossing candies one at a time into his mouth and is cold-cocked by the large M&M candy.

Drama

Drama or sometimes conflict can take many forms, the advertising techniques using drama displays the conflict between parent and child, between age and youth, between facts and emotions. Sometimes the advertising shows a resolution to the conflict, other times not. It's important for there to be a clear hero in the advertisement though, some goal which needs to be accomplished. A bad guy can be a part of the dramatic advertisement, but not stereotypical bad guys, such as lawyers, or mafia types.

Eye Candy

This advertising technique creates a visual image so striking, so original, and so appealing that it simply leaps off the page or out of the screen. It makes the viewer think I've never seen such a thing before. This advertising technique will usually make strong use of vibrant color or contrast brilliant colors to set the image.

These are only a few advertising techniques to help revitalize your marketing and advertising campaigns. Let your creativity go to work on these and other techniques.