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”

Glittering Generalities Have you ever seen an advertisement that said something like… ‘The World’s Fastest Car’ ‘The Tastiest Pizza in Town’ ‘The Cutest Dress Ever’

But did you ever think about it like this… ‘The World’s Fastest Car’ – Who says? Did anyone measure the speed of each kind of car in the whole world? ‘The Tastiest Pizza in Town’ Everyone has different taste buds – who did you ask when you came to this conclusion? ‘The Cutest Dress Ever’ By whose judgment is this the cutest dress ever? The owner of the store? The person who designed this dress?

Example

Loaded Words In advertisements, the advertisers use lots of fancy words that will make you want to buy a product. Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!

Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach! ‘Escape’, ‘terrible’, ‘enjoy’, and ‘relaxing’ are all words that were purposely used to make you want to visit Rehoboth Beach. This technique isn’t ‘bad’. It is just a kind of technique that will try to make your opinion go more in favor of the product.

Loaded Words

Loaded Words……

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

Example

Testimonial from customer

Example

Testimonials work!

Name Calling Is used to arouse fears and prejudices in the viewers with the idea that the bad names will cause people to form 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

Example

Snob Appeal

Misuse of Statistics -using statistics selectively to give a more favorable view of your product

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:

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?

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?

Avante Guarde

Let’s Test What You Know! “Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.” Bandwagon

More Examples… 4 out of 5 dentists recommend Sparkle toothpaste. Card Stacking

One more… Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan. Testimonial

Bandwagon This technique tries to persuade everyone to join in and do the same thing. 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 are popular candidates for testimonial. Tiger Woods is on of the top testimonial figures in sports

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 in their hamburgers? (McDonald’s)

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.

Quick review –Can you define these devices? Name Calling Snob Appeal Bandwagon Testimonial Loaded words Misuse of Statistics Plain Folks

Quick review Slogan Target audience