What technique is used when emphasizing the privilege of membership with American Express?

The technique used in emphasizing the privilege of membership with American Express is the Appeal to Prestige. This technique focuses on creating an image of exclusivity and high status associated with being a member. By highlighting the advantages and elite benefits of holding an American Express card, the message conveys that possessing this card elevates one’s social standing and lends a sense of sophistication. This approach aims to attract individuals who aspire to be part of a distinguished group, reinforcing the perception that American Express is a premium choice aligning with success and affluence.

The concept of Appeal to Prestige taps into the desire for social validation and the innate human tendency to gravitate towards brands that project a sense of luxury and elite identity, making it an effective strategy for American Express's marketing efforts.