Propaganda & Marketing Strategies By Megan Rees

Propaganda Techniques The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person. Propaganda uses arguments that, while convincing, are not necessarily valid. Propaganda is based on social psychological research. There are A LOT of types of propaganda messages—we will only look at 12.

Card Stacking Making one side or product look better by mentioning only some of the facts Brand X detergent cleans better than Brand Y

Common Man “Plain folks” or “ordinary people” sell Convince the target audience that the product reflects the common sense of the people. Use of ordinary language, clothing, people in an attempt to align their product with the “average person.”

Glittering Generalities Use emotionally appealing words, but present no concrete argument or analysis. Broad statements used to associate the product with audience beliefs and values The “All-American” candidate A quality job well-done Trusted like a true neighbor We’re the best

Beautiful People Deals with famous people or depicts happy, attractive people Makes the target audience feel that if they buy the product, they too will be happy or successful. “Beautiful people” is so rampant in advertising that it creates unrealistic expectations: “Don’t feel bad you don’t look like the girl in the magazine—the girl in the magazine doesn’t look like the girl in the magazine.”

Repetition Using a jingle, word, color, or theme that is repeated over and over again, thus getting stuck in someone’s head so they can buy the product. Can be a song or just a phrase Repetition can also be ads that repeated a lot

Bandwagon “Everybody is doing it” Invites those not already on the bandwagon to join those already on the road to certain victory Used to convince the audience that this is a mass movement and it is in their best interest to join

Name Calling Negative words or names used to create an unfavorable opinion of the competition Can name a specific company, or be general Not just pointing out how their product is better, but pointing out that the competition is worse

Statistics Using graphs, charts, percentages, and other “official” looking documentation to prove the viability of the product.

Stretch the Truth Exaggerating a fundamental aspect of the product that is true, but only to a certain degree. Making it appear more powerful, meaningful, or real that is actually is. Often used in a comical way

Emotional Appeal Arouse emotions such as fear, humor, love, or desire The ad makes you cry (Hallmark cards) The ad makes you angry (Politics) The ad makes you nervous or afraid (Home security)

Transfer Also known as “Association” Projecting positive or negative qualities to another to make the second more acceptable or discredit it. Transfer the positive qualities of one thing to the product.

Testimonial A famous or respected person endorses this product Can be celebrities, political leaders, or experts in a certain field.