Barbie was a hit movie in 2023. People loved the film. But some also said it was like watching a two-hour commercial. And not only for the famous doll. Other eye-catching products were in the movie. They included name-brand sandals, sports cars, and handbags.

Question

This was on purpose. Companies like to put their products in movies. Moviegoers spot them and think, "Cool! I want that!" Many people bought things they saw in Barbie.

Why did it work? Because of marketing and how people behave. Marketers are always trying new ways to advertise things. They try to reach buyers wherever they are. They also play on people's hopes and fears.

Here are common ad tricks. Their goal? To get people to take action.

Jump on the Bandwagon

"Jumping on the bandwagon" is what advertisers call it. It means to do something because everybody else is doing it. Bandwagon ads often show people hanging with best friends while enjoying a product. It might be the clothes they're wearing or the snacks they're munching.

Everyone wants to belong. Bandwagon ads play on that need, studies say. That's why many ads show groups of happy people having fun. They hint that we could be having fun, too. How? By buying the product!

What if we don't? Then we will miss out. We'll have no fun and won't have friends. This is what this advertising trick wants us to think.

Negative and Positive Propaganda

All advertising is a form of propaganda. In other words, it presents information in ways to get people to take action. Ads for products are one example. Political attack ads are another. These ads try to scare people into voting against someone. Most voters say they dislike these ads, but experts say they work.

Ads can try to make the world better, too. They may tell people to wear seat belts or ask them not to litter.

The U.S. government wanted to reach teens with messages about safety. So, it made a free music album. It has snappy dance songs with safety tips. One is about wearing bike helmets. Another tune is about firework safety.

Marketers want to convince us to do something. They may want us to buy stuff, or vote for someone, or stay safe. And they will use advertising tricks to do it. According to experts, recognizing what the ad wants us to do is super important. It helps us make smarter choices—and keep from getting tricked.

Think about and discuss these questions:
Compare the article's text and image. What part(s) of the text does the picture represent? Explain your thinking.
Consider the article's video, which is a track from We're Safety Now Haven't We. How would you describe the tricks it uses, and how well do you think they work?

Video credit: U.S. Consumer Product Safety Commission

Protect Ya Noggin'

Question 2


2 / 8

Think about the article. How are bandwagon ads and attack ads different?

Bandwagon ads play on our need to belong. Attack ads try to scare us.
Bandwagon ads are about safety. Attack ads want us to wear bike helmets.
Bandwagon ads try to scare us. Attack ads play on our need to belong.
Bandwagon ads want us to wear bike helmets. Attack ads are about safety.

Answer 1

The correct answer to question 2 is:

Bandwagon ads play on our need to belong. Attack ads try to scare us.

Explanation:

• Bandwagon ads appeal to our desire to be part of a group or a trend. They often portray happy groups enjoying a product together, suggesting that by purchasing the item, we can also be part of that joyful experience.
• Attack ads, on the other hand, are designed to use fear or negative messaging to influence behavior, often in the context of political campaigns. They may scare voters into rejecting a candidate rather than motivate action through positive associations.

The distinction lies in the emotional tactics used: bandwagon ads foster a sense of inclusion, while attack ads utilize fear to provoke a response.