How do you decide which products you'll buy?
Advertisers are constantly trying to appeal to consumers,
usually without us even realizing it. In this non-fiction
text, Liz Stinson explains the different techniques that
advertisers use to manipulate behavior and convince
people to buy their products.
As you read, keep track of the different techniques
advertisers use to convince people to buy things and
how these techniques work.
[1] Heineken Is playing a visual
trick on adults every time they
go to the beer aisle. They might
not notice it at first, but in
comparison to the other letters,
the three "e's in Heineken are
slanted slightly backwards,
their bottoms curved, grinning
up at you with a toothless smile.
"There's nothing human about a
typeface, but this slightly
New York, New York. The
city that never sleeps. The
Big Apple by Joshua Earle
is licensed under CCO.
turned "e" gives the feeling of smiling," says Marc Andrews, a
creative director and psychologist from Amsterdam. "And this
gives you a totally different relationship to the brand."
It's a happy, oddly humanistic logo, and Heineken is hoping
that will be enough to prompt people to grab its six pack over
the king of beers. The brand's tactic is subtle. So much so,
40 Read Aloud Annotate
Assessment Questions
12345
O Translate
4. What does the phrase "snowball "liking'
effect" most likely mean, as used in
paragraph 12?
A. a method of getting consumers to like
and use a product on social media
OB. a situation in which one action or event
causes many other similar actions or events
OC. an event where people become
frustrated with each other and start to throw
things
OD. the moment where a product loses its
value because so few people like it and use it
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