Advertising and Propaganda Making You Want What They Have to Sell.
What Is Propaganda? Propaganda (n.) is the spreading of ideas, information, or rumor for the purpose of helping or injuring a cause. Therefore, propaganda may or may not be negative. However, its intent is ALWAYS to convince. The sole purpose of propaganda is to sell you something, be that an idea, a product, or a service.
10 Major Propaganda Techniques Bandwagon Testimonial Transfer Repetition Compare/Contrast (Card Stacking) Glittering Generalities Name Calling Exigency Plain Folk Emotional
Bandwagon Everyone is doing it. Be a part of the crowd. Don’t get left out.
Bandwagon Propaganda, including bandwagoning, is used all over the world, as in this ad from Thailand for Fanta Blueberry.
Bandwagon Come on, don’t you want to belong? In this milk ad, the cast of Everybody Loves Raymond is using Bandwagoning -- Robert isn’t drinking milk and he is sad because he doesn’t fit in.
Testimonial A famous person endorses a product. May also use some who isn’t famous, but who claims to have used the product successfully to obtain their goals. The “got milk?” ad on the previous page is also an example of a testimonial.
Testimonial Jeff Gordon, one of the best known Nascar drivers of today, is endorsing milk. What other products can you think of that have famous spokespeople?
Other products, especially diet aids, exercise equipment, and beauty products use people who are not famous, but who claim to have successfully used their product to improve their lives. This is another form of the Testimonial approach.
Transfer Using words that will get your feelings about one thing transferred to another thing. –Usually deals with patriotism, but may also include... –Sex Appeal –Love or Popularity –Power and Fame –Money and Wealth
Transfer This is an example of Transfer. What two types of transfer are they using? Patriotism and Love.
Transfer Winston Cigarettes are using what 2 types of Transfer in this ad? –Patriotism –Power
Repetition/Slogan Repeating a key word or phrase in hopes that it will be remembered. A logo might also be used repeatedly. They’re always after me Lucky Charms!
Repetition/Slogan Target is using repetition of their logo in this ad. What two other propaganda techniques are they employing?
Compare/Contrast – Snob Appeal (Card Stacking) Comparing two similar products with one always superior. Stacking all of the “cards” in favor of one of the products over another. Frequently used in political advertising. Appealing to upscale dreams or aspirations; not necessarily an expensive product, but appealing to the rich; opposite of plain folks
Compare/Contrast (Card Stacking) You and your baby will love the great features on Pampers Baby-Dry! The double-thick leg gathers help fight leaks better than other leading regular brand, helping to keep your baby's delicate skin dry and healthy looking. Card Stacking at its best. See how Pampers is CLEARLY superior to ALL other diapers?
Glittering Generalities Using words that sound good, but don’t really mean anything. Creates a favorable image in the mind of the consumer.
Glittering Generalities Certs, with Retsyn. That sounds nice, but what IS Retsyn?? Close Coverage, huh? Wow, nice. Does it really mean anything?
Glittering Generalities Absolute Vodka is using a play on words. Their glittering generality is that this is appealing, absolutely. Hmmm...
Name Calling Uses words to give you a negative impression of the other person or product. Used a lot in political campaigns. Usually goes had in hand with Compare/Contrast. (Look again).
Exigency Tries to convince you to purchase the product IMMEDIATELY. Used to get you to buy first and ask questions later. Often used in info-mercials.
Plain Folk Just one of the guys (or girls). An average Joe. Used to appeal to the general public by saying that the people in the ads are the same as you, have the same problems, and understand you. Gives consumers a sense or camaraderie.
Plain Folk The ad asks, “Not a supermodel?” This is implying that MOST aren’t, so learn how to like what you’ve got. Not a bad message, but still, it IS propaganda.
Plain Folk Wow! You don’t get much more down-home and folksy than a cowboy. The slogan says, “Come to where the flavor is.” So, in addition to Plain Folk, what other propaganda technique are they using?
Emotional Words Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
Review Alright you Propaganda Experts, it’s time to show what you know. Tell me what propaganda techniques are being used in the following ads.
Review Exigency -- “Limited Edition.” Transfer -- Patriotism. Slogan says, “A Real American Hero.”
Review Repetition -- Count the Nike symbols. Testimonial -- Who is the man with the shoes?
Review Glittering Generalities -- “It’s not just a bath, its...” Plain Folk -- “It’s a woman thing.”
Review Plain Folk -- Everyone gets excited over a returned call. Glittering Generalities -- “Real” Repetition -- Although only shown once, the logo fills the entire ad. Bandwagon -- Don’t you want to join this crowd?
Bibliography of Cited Sources 1. “Adflip.” Adflip, LLC. 2 May 2003. 2. “Brandscape.” General Mills, Inc. 29 Apr 2003. 3. “Pampers.com.” The Procter & Gamble Network. 29 Apr 2003. 4. “Trident.” Warner-Lambert Company. 28 Apr 2003. 5. “Weight Watchers.” Weight Watchers International, Inc. 28 Apr 2003.