Propaganda Techniques #19 in TOC
-Bandwagon -Loaded Words (repetition, emotional words, name calling) -Testimonials -Plain folks
What is propaganda? Propaganda techniques influence opinions and avoid the truth in advertisements or media, often through the use of stereotypes, faulty generalizations, logical fallacies, or emotional language. Often these techniques rely on some element of censorship or manipulation, either omitting significant information or distorting it.
Bandwagon Approach This technique tries to get everyone to join in and do the same thing. Ex. An ad telling you not to be the last kid on your block to own something. What are some examples of the bandwagon technique that you can think of?
Loaded Words Repetition: the product name or keyword or phrase is repeated several times Emotional words: words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer. Name-calling: Negative words are used to create an unfavorable opinion of the competitor in the viewer’s mind.
Loaded words (cont.) Look at the advertisement on page 819.
Can you find examples of loaded words in the advertisement? List some examples in your notes. Unloaded words: plant, animal Loaded words: weed, beast
Testimonial An important person or famous figure endorses a product.
Ex. Having Lebron James endorse a product (Nike). Can you think of some examples?
Transfer Linking the qualities of one subject to another.
Ex. Standing in front of a flag to appear more patriotic.
Fear Scaring an audience to get them to act a certain way.
Ex. Showing pictures of car accidents to stop drunk driving.
Snob Appeal Taps into people’s desire to be special or part of an elite group. Ex. The best deserve only the best- you deserve Beautiful Bubble bath soap.
Other techniques: Faulty Cause and Effect Compare and Contrast
Use of a product is credited for creating a positive result. Ex) Using Crest Whitening will make your teeth look pearly and white. Compare and Contrast The viewer is led to believe one product is better than another, although no real proof is offered. Ex) Subway sandwiches provide 50% more meat than Quizno’s. Plain Folks- identify product/ideas with locality or country, practical product for ordinary people
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