Propaganda Techniques used to influence opinions, emotions, attitudes or behavior. Techniques used to influence opinions, emotions, attitudes or behavior. The purpose is to benefit the sponsor or product they are trying to sell to you. The purpose is to benefit the sponsor or product they are trying to sell to you. The purpose is to persuade. The purpose is to persuade.

Characteristics of Propaganda In advertising the purpose is to claim “superiority” (you’re the best) in order to sell product. In advertising the purpose is to claim “superiority” (you’re the best) in order to sell product. Weasel Words - modifiers that look substantial but are meaningless. Weasel Words - modifiers that look substantial but are meaningless. Weasel Words: tackles, comforts, refreshes, fights, helps, virtually… Weasel Words: tackles, comforts, refreshes, fights, helps, virtually… Makes audience believe in something or want to do something. Makes audience believe in something or want to do something.

Recognizing Propaganda Techniques Bandwagon Bandwagon Testimonial Testimonial Snob Appeal Snob Appeal Plain Folks Plain Folks Patriotism Patriotism

More Propaganda… Transfer Transfer Name-Calling Name-Calling

Bandwagon  persuasive technique that invites you to join the crowd.  Everybody’s doing it!  Often uses weasel words

Examples   Everybody is doing this. Join the crowd! You must JOIN in to FIT in!   If you want to fit in, you need to “jump on the bandwagon” and do it too.   Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?

Transfer Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t.  Sex Appeal Sex Appeal Sex Appeal  Love/ Popularity  Fame  Wealth  Power

Transfer Examples:   Good feelings, looks, or ideas transferred to the person for whom the product is intended.

Testimonial  Statement endorsing an idea/product by a prominent person.  Product can be inside or outside particular field.  Musical artists,  Sports giants,  Actors/actresses

Examples of Testimonial *An important person endorse a product

More Testimonial Examples If we drink milk we will all be as famous and as strong as superman.

Snob Appeal  Aims to flatter  Makes assumption/ insinuation that this product/idea is better than others…  Thus, those that use it are too. The Ultimate driving machine

Plain Folks  Opposite of Snob Appeal  Identifies product/idea with a locality or country  Practical product for ordinary people. Like a good neighbor …

Plain Folks Example   We want a Jim Smith, a mayor who supports the regular American worker. Vote for Smith Clipart-Microsoft Office XP 2002

Plain Folks Example:

Patriotism  Purchase will display love of country.  Person will financially help the country. … built American tough

Evidence Claims  Facts and Figures – statistics to prove superiority.  Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective.  Hidden Fears – suggests that user is safe from some danger.

Evidence Trident: Four out of Five Dentists

Slogan  A catchword or phrase loaded with emotion  Often sells through repetition  Clever and easy to remember  Stays with you a long time  Often a melody you already know “ Trust Sleepy’s For the ‘rest’ Of your life”

  THE 20th CENTURIES TOP 10 COMMERICAL Slogans/JINGLES You Deserve a Break Today (McDonald’s) Be All That You Can Be (U.S. Army) Pepsi-Cola Hits The Spot (Pepsi-Cola) Mmm Mmm Good! (Campbell Soup) See The USA In Your Chevrolet (GM) I Wish I Were An Oscar Mayer Wiener (Oscar Mayer) Double Your Pleasure, Double Your Fun (Wrigley's Gum) Winston Tastes Good Like A Cigarette Should (Winston) It’s The Real Thing (Coca-Cola) A Little Dab’ll Do Ya (Brylcreem) Source: Advertising Age

  TOP 12 SLOGANS OF THE CENTURY   Diamonds are forever (DeBeers)   Just do it (Nike)   The pause that refreshes (Coca-Cola)   We try harder (Avis)   Good to the last drop (Maxwell House)   Breakfast of champions (Wheaties)   Does she... or doesn't she? (Clairol)   When it rains it pours (Morton Salt)   Where's the beef? (Wendy's)   Let your fingers do the walking (Yellow Pages)   M&Ms melt in your mouth, not in your hand (M&M candies)   We bring good things to life (General Electric)

Engaging Techniques:  Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language.  Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

Name - Calling  A way of smearing an opponent  Intent is to damage opponent  It also arouses suspicion of opponent  Intention is to create an uneasy feeling  Used by politicians and product companies

Examples of Name-Calling Do we want a mayor who will leave us in debt? In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger."

Buyer Beware Be a conscientious consumer Be a conscientious consumer Know what devices are trying to influence you Know what devices are trying to influence you Then… Then… Make an informed decision Make an informed decision

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