PROPAGANDA IN ADVERTISING

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Presentation transcript:

PROPAGANDA IN ADVERTISING

PROPAGANDA information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc.

Who’s the target? What techniques do they use to draw your attention? What’s really being advertised? Is it truthful? Is it fair?

GLITTERING GENERALITIES The glittering generalities technique uses appealing words and images to sell the product . The message this commercial gives, through indirectly, is that if you buy the item, you will be using a wonderful product, and it will change your life. This cosmetic will make you look younger, this car will give you status, this magazine will make you a leader-all these commercials are using Glittering Generalities to enhance product appeal.

FACTS AND FIGURES Statistics and objective factual information is used to prove the superiority of the product e.g. a car manufacturer quotes the amount of time it takes their car to get from 0 to 100 m.p.h. WEASEL WORDS “Weasel words" are used to suggest a positive meaning without actually really making any guarantee e.g. a scientist says that a diet product might help you to lose weight the way it helped him to lose weight.

BRIBERY Bribery seems to give a desirable extra something. We humans tend to be greedy. e.g. Buy a burger; get free fries.

TRANSFER Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze.

TESTIMONIAL A famous personality is used to endorse the product e. g TESTIMONIAL A famous personality is used to endorse the product e.g. a famous basketball player (Michael Jordan) recommends a particular brand of skates.

WIT AND HUMOR Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to be entertained by clever use of visuals or language.

MAGIC INGREDIENTS The suggestion that some almost miraculous discovery makes the product exceptionally effective e.g. a pharmaceutical manufacturer describes a special coating that makes their pain reliever less irritating to the stomach than a competitor`s.

SIMPLE SOLUTIONS Avoid complexities, and attack many problems to one solutions. e.g. Buy this makeup and you will be attractive, popular, and happy.

PLAIN FOLKS The suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product. SNOB APPEAL The suggestion that the use of the product makes the customer part of an elite group with a luxurious and glamorous life style e.g. a coffee manufacturer shows people dressed in formal gowns and tuxedos drinking their brand at an art gallery.

PATRIOTISM The suggestion that purchasing this product shows your love of your country e.g. a company brags about its product being made in America and employing American workers.