Overused Advertising Formats and Techniques

Some small businesses copy advertising cliches and techniques that are so old and overused that the words go in one ear and out the other without pausing to leave a message. Some insult the intelligence of the prospects they are trying to reach.

In March, we listed a few of the most tired ad cliches in use these days. Here are a few particularly irritating advertising formats and techniques, listed in no particular order:

Using children to sell products. They may be cute but people don’t turn to them for advice on buying anything except perhaps toys. You’re not building credibility or confidence when you use a kid to tell us how good your construction business is.

Hokey News Formats

Fake news formats. Advertisers should keep in mind that the news profession is neither the most liked nor the most believed profession in our society. One particularly bad commercial shows a "reporter" talking about the "huge crowds" that have been pouring into the sponsor’s establishment. "Let’s go inside and see what all the excitement is about," he says. Inside, we see three couples, one of whom answers questions like a couple of reciting second grade kids.

Phony doctors hustling diets and medical stuff. A white coat does not a doctor make. The American Medical Association understandably frowns upon the use of fake doctors in commercials.

Screaming sales people. They seem to specialize in going out of business sales and products sold directly to the consumer, usually for $19.99. "But, wait, there’s more." There’s always more.

Advertisers Thanking Themselves

Badly synced talking animals and babies, especially when the baby vomits at the end of the commercials.

Advertisers thanking themselves, or paying people, to thank them.

New cars being driven recklessly and unlawfully fast. Just what kids need to see.

Ad Cliches