1. PROPAGANDA/PERSUASIVE TECHNIQUES
Techniques used to influence opinions, emotions, attitudes or behavior.
It appeals to the emotions not the intellect.
The purpose is to persuade.

2. Characteristics of Propaganda
In advertising the purpose is to claim “superiority” in order to sell product.
Makes audience believe in something or want to do something.

3. Seven Propaganda Techniques
Bandwagon
Testimonial
Snob Appeal
Glittering Generalities
Overgeneralization
Name Calling
Stereotype

4. Bandwagon Persuasive technique that invites you to join the crowd.
“Everybody’s doing it!”
Makes us not want to feel left out.
Don’t be the last kid in your class to get the word! Everyone loves the great flavor of new BubbleManiacs Gum!
As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate.
A bandwagon is a high, ornate wagon in which a band rides as in a circus parade.
Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along.
Beware of this technique. It’s a lot easier to be joiner than to stand alone.
Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate

5. Testimonial Statement endorsing an idea/product by a
prominent person or a
satisfied customer.
Endorsed by someone
the consumer trusts.
Product can be inside
or outside particular
field.
Musicians, sports giants,
actors/actresses
A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful
If a product 8s
Queen Latifah for Cover Girl

6. The Ultimate driving machine
Snob Appeal
Aims to flatter. Stand out from the crowd.
Implies that this product/idea is better than others…Thus, those that use it are better too…smarter, more attractive, more fit.
“Avant Garde,” ahead of the times.
The Ultimate driving machine

7. Overgeneralizations Statement jumps from a few cases to all.
Uses all or nothing words like every, always, and never.
Used by politicians.
“All children today know nothing about history and geography. They’re too busy playing video games or texting to learn anything.”

8. Name Calling
Intent is to damage opponent/product and create an uneasy feeling.
It also arouses suspicion
of opponent/product.
Used by politicians and product companies.
Often, name calling is
employed using sarcasm
and ridicule, and shows
up often in political
cartoons or writings.

9. Glittering Generalities
Words or phrases which have strong emotional overtones or connotations and which evoke strongly positive (or negative) reactions far beyond the specific meaning of the word.
You slowly murder your children when you feed them fast food!

10. Glittering Generalities
Leave all of your troubles behind! Loose yourself in paradise! Shine like the sun in Cancun!

11. STEREOTYPE
Presents a narrow, fixed idea about all the members of a certain group.
“No politician can be trusted!”

12. Other Engaging Techniques:
Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language.
Fear – Frightening the consumer into buying a product…What if?
Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

13. Target Audience
The specific group of consumers to whom the propaganda was targeted to convince to buy a particular product or support a particular candidate / cause.
For example: 2-5 year olds, single men, moms, etc…
Soccer moms
Teenage boys/girls
Toddlers
Kids ages 5-10
Elderly
Mid-life men
Etc…

14. BIAS
An inclination of feeling or of outlook; especially : a personal and sometimes unreasoned judgment ; prejudice

16. BIAS Both are accurate descriptions of the attendance at a meeting.
The first gives the reader the impression that the event was successful, with more people than expected attending. Is this biased? How?
The second sentence implies fewer people than expected showed up. Is this biased? How?
A neutral way to describe the attendance would have been: "About 950 people attended the event."

18. CLASSWORK Your group will be given a packet of print ads.
All group members will list the name of the product, the type of persuasive technique that was used, and the target audience for the product.
Review the techniques with your group when you are finished.

19. Homework
You will choose a product, it can be an actual product or one of your own creation.
Create a print ad campaign using the seven persuasive techniques that we learned about in class.
Label each technique under the ad.

20. HOMEWORK View three ads from television or print.
1.Write the title of the ad.
2.) Tell what type of propaganda is used.
3.) Evaluate the effectiveness of the ad. Explain why it is effective or why it does not work well – be specific!
4.) Who is the target audience?