This quotation is very true of advertisers. Today advertising is just as important, if not more so, as when ITV started. Now a days private firms, travel agencies, property developers and many others all look towards television adverts and short films to try to tempt prospective customers to come to them and to buy from them. The advertising companies use many varied techniques to try and make us buy from them. The language which they use Group pressure and group identification can also be used.
Many advertisers use people of the same age group and status as the product is aimed at.
Another is to make people feel that they are not in a particular group or the 'in group' instead of the being in the 'out group'. Stereotyping, caricatures and heroes or heroines are other advertising techniques. Appeals to emotions, senses, needs and values. This is probably one of the best and most used techniques in advertising especially on radio and television. When appealing to the emotions advertisers often use insecurity and guilt as the two most powerful emotions.