PropWhShatataganda

Advertisers Target the Audience Target Audience Advertisers Target the Audience What is the age of the audience? What is the social status of the audience? Is the audience male, female, or both? What is the level of education of target audience?

8 propaganda techniques used by advertisers

Repetition The product name or keyword or phrase is repeated several times. What sort of statements is this add making? Are there restaurants out there that aren’t “Fresh”? How many times can you use the word “Fresh?”

An important person or famous figure endorses a product. Testimonial An important person or famous figure endorses a product. Athletes are popular candidates for testimonial. Tiger Woods is on of the top testimonial figures in sports

Compare & contrast The viewer is led to believe one product is better than another, although no real proof is offered. The Pepsi Taste Test Challenge is a perfect example of this.

Bandwagon This technique tries to persuade everyone to join in and do the same thing. The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

Transfer Good feelings, looks, or ideas transferred to the person for whom the product is intended. Advertisers like to point out that you can do it (with their help). They often focus on areas like hair loss, weight loss or personal appearance where people are self-conscious. You can look like the people in our ads if you use our product

Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind. Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)

Name Calling – cont.

Use of a product is credited for creating a positive result. Faulty cause & effect Use of a product is credited for creating a positive result. Want to “Be Like Mike?” than you better drink Gatorade. Will these shoes make you the best soccer player in the world? Will eating “Wheaties” really improve your athletic performance?

Emotional Words Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer. This technique might be used more than any other. Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda? Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.