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Propaganda and Advertising
What is propaganda? A means of convincing people:
to buy a certain product to believe something or act in a certain way to agree with a point of view
Common persuasive techniques often used in advertising
Name Calling Snob Appeal Bandwagon Testimonial Loaded words Card Stacking Misuse of Statistics Plain Folks
Bandwagon A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure.
The bandwagon effect created these fine internet sensations…..
Examples of Bandwagon
Loaded Words and Glittering Generalities
Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group). Loaded Words can be Glittering Generalities Glittering Generalities=Words that “glitter” but give no details about the product. “NEW IMPROVED TIDE”
Loaded Words Example….
Testimonial A well-known person or a previous customer supports a product or service
Testimonial from customer
Name Calling Is used to incite fears and arouse prejudices in the viewers with the idea that the bad names will cause people to construct a negative opinion about a group or product. This technique is used more often in politics than advertising.
Name calling can be implied through an unflattering image
Plain Folks When a company tries to show it is “just like you” Persuasive device especially favored by politicians!
Example Subway Five Dollar Footlong Advertisement
Plain Old Mom Folk
Plain Folk & Humor
Plain Folk Political Ad…
Plain Folk Ad
Snob Appeal Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else-- especially since other people can't afford it.“
Snob Appeal Ad…
Misuse of Statistics using statistics selectively to give a more favorable view of your product
Example of Misuse of Statistics
This is an ad that riled AT&T
They added their land lines in this map!
AT&T’s replies in an ad that gives their version of the map….. Why the big difference? Hmmmm… They added their land lines in this map!
Example “Four out of five dentists recommend sugarless gum for their patients who chew gum”
Transfer Technique Objects or other people are shown with the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate. THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.
Transfer Examples: VOTE REPUBLICAN
CARD STACKING Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information. Omitting relevant facts.
Card Stacking example
That 16oz bottle actually has 180 calories
Card Stacking – making the Coke look just a little better for the uninformed! That 16oz bottle actually has 180 calories Not bad! Right?
Slogan A catchy phrase or statement often used to sell a service or a product
Example They’re GRRRRRRREAT!
Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive technique
Avante Guarde or Are You _______ Enough for this?
Quick review –Can you define these devices?
Name Calling Snob Appeal Bandwagon Testimonial Loaded words Misuse of Statistics Plain Folks Avante Guarde
Quick review Slogan Target audience
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