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
Name Calling
Snob Appeal
Bandwagon
Testimonial
Loaded words
Card Stacking
Misuse of Statistics
Plain Folks
4. Bandwagon
A statement suggesting that everyone is
using a specific product, so you
should, too!
Being “in the group” makes you feel
secure.
11. 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.
12. Have you ever seen an advertisement
that said something like…
‘The World’s Fastest Car’
‘The Tastiest Pizza in Town’
‘The Cutest Dress Ever’
13. 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?
15. 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!
16. 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.
24. 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.
36. 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.“
43. AT&T‟s replies in an ad that
gives their version of the map…..
Why the big difference?
Hmmmm…
44. Example
“Four out of five dentists recommend
sugarless gum for their patients who
chew gum”
45. 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.
48. 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.
