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Published byDwight Morgan Modified over 8 years ago
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Advertising Techniques What creates the need? “Buy it for me now!”
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Propaganda Techniques used to influence opinions, emotions, attitudes or behavior The purpose is to persuade the intended audience to think/behave in a certain manner
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Recognizing Propaganda Techniques (ads often use more than one) Bandwagon Testimonial/Celebrity Spokesperson Emotional Words Glittering Generalities Card Stacking Name Calling Plain Folk Snob Appeal Expert Opinion Facts/Figures/Statistics Patriotic Appeal Logical Appeal Repetition
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Bandwagon persuasive technique that invites you to join the crowd. ▫ Everybody’s doing it!
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For Example: A friend convinces another friend to go to a party by saying, “Everyone is going to be there! Youll be laughed at if you don’t go, too!”
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Example: Be where the action is. Shop at Hang-out Mall.
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Testimonial/Celebrity Spokesperson In this technique, famous people promote an item and draw attention to a product Transfers admiration/respect for a celebrity to a product Product can be inside or outside the celebrity’s particular field ▫ Musical artists ▫ Sports giants ▫ Actors/actresses
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Example: Testimonial/Celebrity Spokesperson
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Emotional Words Using words based on the connotations associated with them May be Positive to draw you in ▫ luxury ▫ beautiful ▫ paradise ▫ economical May be Negative to gain your sympathies ▫ starving ▫ abandoned ▫ hopeless
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“paradise” Ad with emotional words
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Glittering Generalities Using words/phrases that sound good but have no real value or meaning - “Glittering” because it’s falsely attractive Examples: ▫ The Acura automobile slogan, “Advance.” ▫ “A growing body of evidence suggests…” ▫ Propel Water sells itself as the fitness water. Its current slogan is “Fit has a feeling.”
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Card Stacking Only presents information that is positive about a product and omits negative information
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Name - Calling Using selected words to give a negative impression of your opponent/competition Used by politicians and product companies Example
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Plain Folk Appeal Appeals to ordinary/common people Like a good neighbor …
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Snob Appeal You “have arrived” if you use/buy this product It makes you a part of the “elite” Because the product is “the best” you will also be “the best” when you have it Opposite of Plain Folk Appeal BMW The Ultimate Driving Machine
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Expert Opinions Ads use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product. ▫ Example: 4 out of 5 doctors prescribe Bayer aspirin
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Facts and Figures / Statistics In this persuasive technique, numbers, tables, and graphs are used to show a product’s superiority ▫ An advertisement might read, “This product kills 99% of the germs...”
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Patriotic Appeal Expresses support of or loyalty to your country … built American tough
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Logical Appeal Advertisers try to convince you to make the right decision, smart decision, or best choice in purchasing their product It makes sense to buy this ▫ Choosy moms choose JIF ▫ Save time and money with this ▫ Shop smart, buy here
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Logical appeal – smarten up
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Repetition Words or phrases in an advertisement are repeated several times for effect. ▫ gets your attention ▫ stresses a slogan or product ▫ helps you remember the product or ad
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Repetition What is repeated in this ad?
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Example “Head-on, apply directly to the forehead. Head-on, apply directly to the forehead.” Click on the ad to view commercial
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