Persuasion Techniques 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

Bandwagon Examples

Bandwagon Examples

Example

Example

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”

Example

Example

Loaded Words Example….

Loaded Words

Loaded Words……

Testimonial A well-known person or a previous customer supports a product or service

Testimonials

Example

Testimonial from customer

Example

Testimonials work!

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.

Example

Name calling can be implied through an unflattering image

Name Calling….

Example

Plain Folks When a company tries to show it is “just like you” Persuasive device especially favored by politicians!

Example

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.“

Example

Snob Appeal Ad…

Example

Snob Appeal

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

Transfer:

Transfer Example:

Transfer Example:

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

Card Stacking

Card Stacking!

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?

Slogans

Slogan A catchy phrase or statement often used to sell a service or a product

Example

Example

Example They’re GRRRRRRREAT!

Audience Awareness Advertisers know how to target their audiences use appropriate persuasive technique

Target Audience?

Target Audience?

Target Audience?

Target Audience?

Target Audience?

Target Audience?

Target Audience?

Avante Guarde

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