Slice-of-life technique

The slice-of-life technique consists in the fact that real-life situations are presented in television advertising and the target group is confronted with events and problems from their everyday lives (TV formats). The advertised are invited to identify with the respective situation and the performing person and they are shown how the advertised product can solve their problem.

The aim of this technique is to ensure that the message is credible and therefore accepted. The general effect of slice-of-life advertising is as follows: This person is like me; I have the same problem as this person; she is satisfied with brand X; so i will use this brand too.

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