What is propaganda? A way to persuade many people at once.

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Presentation transcript:

What is propaganda? A way to persuade many people at once.

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

Who’s the audience?

Audience?

Testimonial A well-known person supports a product or service

Bandwagon A statement suggesting that everyone is using a specific product, so you should too

Repetition: The name of a product is repeated many times HEAD ON Apply directly to the forehead

Technique? Millions of people have discovered Proactiv® Solution...from people like you to celebrities like Vanessa Williams, Jessica Simpson and Elle Macpherson... they all say Proactiv Solution helped banish their breakouts and get them on the path to clear, beautiful, star-quality skin.

Technique?

"The SUBWAY® chain helped save my life over and over. I can't ever repay that."

Loaded WORDS  The loaded language technique uses words that cause a strong feeling.  Once the reader is feeling strongly, he or she may be more likely to agree with the writer.  What are some examples of loaded words?  This technique often uses interesting and eye-catching visuals, as well.

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

Technique?

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 seeks to make the company/person appear ordinary, and hence more trustworthy appealing to regular people's values like family, patriotism opposite of Snob Appeal

Technique?

State Farm Like a good neighbor… Technique?

Avante Garde Aims to convince the user that if they buy this product they will be ‘ahead of the times’ “You will be the first on your block to have one!” This model is giving an example of avante garde fashion.

Weasel Words Suggests a positive meaning of a product without actually making a guarantee Example: Most people were better off after making the change. OR Up to 50% off on select merchandise!

Magic Ingredients Suggests that a miraculous discovery makes their product more effective Example: Dr. Scholl’s cushioned sole inserts have small beads to help reduce pressure on bottoms of feet, while Equate brands do not.

Technique?

Patriotism Buying a certain product shows love for your country

Bribery Persuasive technique that offers something ‘extra’ Example: Buy one get one free Buy cable and get internet for free

Peer Pressure Using the effects of a peer group to get a consumer to buy a specific product

Technique?