9 propaganda techniques used by advertisers

Propaganda Techniques used to influence opinions, emotions, attitudes or behavior. The purpose is to benefit the sponsor. It appeals to the emotions not the intellect. It is not negative or positive. The purpose is to persuade.

Glittering Generalities The product’s slogan is so attractive that the audience loses sight or doesn’t see its true meaning. “Flavor adventures”

Bandwagon This technique tries to persuade everyone to join in and do the same thing—to be part of the crowd. The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

An important person or famous figure endorses a product. Testimonial An important person or famous figure endorses a product. Athletes and pop stars are popular candidates for testimonial. Tiger Woods is one of the top testimonial figures in sports.

Transfer Good feelings, looks, or ideas transferred to the person for whom the product is intended. Advertisers like to point out that you can do it (with their help). They often focus on areas like hair loss, weight loss or personal appearance where people are self-conscious. You can look like the people in our ads if you use our product

Repetition The product name or keyword or phrase is repeated several times. What sort of statements is this add making? Are there restaurants out there that aren’t “Fresh”? How many times can you use the word “Fresh?”

Emotional Words Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer. This technique might be used more than any other. Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda? Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.

Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind. Who is Burger King taking a shot at here? Who is well known for having a secret sauce on their hamburgers? (McDonald’s)

Use of a product is credited for creating a positive result. Faulty cause & effect Use of a product is credited for creating a positive result. Want to “Be Like Mike?” then you better drink Gatorade. Will these shoes make you the best soccer player in the world? Will eating “Wheaties” really improve your athletic performance?

Compare & contrast The viewer is led to believe one product is better than another, although no real proof is offered. The Pepsi Taste Test Challenge is a perfect example of this.