1. Persuasive Techniques
Propaganda and Advertising

2. 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

3. Common persuasive techniques often used in advertising
Bandwagon
Glittering Generalities/Card Stacking
Testimonials
Name Calling
Plain Folk/Prestige/Snobbery
Appeal to Emotions

4. Bandwagon
A statement suggesting that everyone is using a specific product, so you should, too! Join the “in crowd.”

5. The bandwagon effect created these fine Internet sensations…..

6. Examples of Bandwagon iPhone
I Like Ike!

7. Bandwagon Example

8. Glittering Generalities & Card Stacking
Glittering Generalities & Card Stacking are similar. They tell only part of the truth. The words “glitter,” or sound good, but give no details about the product.

9. Glittering Generalities & Card Stacking

10. Glittering Generalities & Card Stacking
Who doesn’t believe
in America?
The other candidate
doesn’t have a plan?

11. Testimonials
Testimonials use celebrities or authority figures to sell products or services.

12. Testimonials

13. Name Calling
Name calling creates a negative attitude towards a product or service. It uses hints, implications, and slanted language to make you feel ill will towards something or someone. This technique is often used in political campaigns.

14. Name Calling Example

15. Name calling can be implied through an unflattering image.

16. Using Plain Folks
Plain folks uses a person who may be just like you to sell a product or service:
This ad for Vonage:

17. Plain Folks This persuasive device is often favored by politicians!
What does
this photo
tell you about
this politician?

18. Plain Folks Example The Smuckers are wholesome farm folks! You
can trust them.

19. Prestige/Snobbery I want that lifestyle!
Feel like a hip-hop mogul!

20. Snob Appeal
This message suggests the opposite of Bandwagon: “Buying our product will make you better than everyone else, especially since other people can't afford it.”
I’m not ready?
Oh yes, I am!

21. Appeal to Emotion
This strategy connects viewers with deep-seated emotions: loyalty, family, pity, fear, love, peace, justice, and/or love of country.
Pedigree ad

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