Persuasion Techniques
Propaganda and
Advertising
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
Common persuasive techniques
often used in advertising
Name Calling
 Snob Appeal
 Bandwagon
 Testimonial
 Loaded words
 Card Stacking
 Misuse of Statistics
 Plain Folks

Bandwagon
A statement suggesting that everyone is
using a specific product, so you should,
too!
Being “in the group” makes you feel secure.
The bandwagon effect created these
fine internet sensations…..
Examples of Bandwagon
Bandwagon Examples
Bandwagon Examples
Example
Example
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.
“NEW IMPROVED TIDE”
Example
Example
Loaded Words Example….
Loaded Words
Loaded Words……
Testimonial
A well-known person or a previous
customer supports a product or service
Testimonials
Example
Testimonial from customer
Example
Testimonials work!
Name Calling
Is used to incite fears and arouse prejudices
in the viewers with the idea that the bad
names will cause people to construct a
negative opinion about a group or
product. This technique is used more
often in politics than advertising.
Example
Name calling can be implied through
an unflattering image
Name Calling….
Example
Plain Folks
When a company tries to show it is “just
like you”
Persuasive device especially favored by
politicians!
Example
Example
Subway Five Dollar Footlong Advertisement
Plain Old Mom Folk
Plain Folk & Humor
Plain Folk Political Ad…
Plain Folk Ad
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.“
Example
Snob Appeal Ad…
Example
Snob Appeal
Misuse of Statistics
using statistics selectively to give a more
favorable view of your product
Example of Misuse of Statistics
This is an ad that riled AT&T
AT&T’s replies in an ad that gives
their version of the map…..
Why the big difference? Hmmmm…
Example
“Four out of five dentists recommend
sugarless gum for their patients who
chew gum”
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.
Transfer Examples:
Transfer:
Transfer Example:
Transfer Example:
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.

Card Stacking example
Card Stacking
Card Stacking!
Card Stacking – making the Coke look
just a little better for the uninformed!
Slogans
Slogan
A catchy phrase or statement often used to
sell a service or a product
Example
Example
Example
They’re
GRRRRRRREAT!
Audience Awareness
Advertisers know how to

target their audiences

use appropriate persuasive technique
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Avante Guarde
Avante Guarde or Are You
_______ Enough for this?
Quick review –Can you define these
devices?
Name Calling
 Snob Appeal
 Bandwagon
 Testimonial
 Loaded words
 Misuse of Statistics
 Plain Folks
 Avante Guarde

Quick review
Slogan
 Target audience
