What is propaganda?
Definition: information, ideas, or rumors spread to
help or harm a person, group, movement, etc.
Q: How does propaganda tie in with
a persuasive unit?
A: You can use propaganda to persuade
someone, and with our unit, you will
use propaganda to persuade people to
buy a product that you create.
There are 6 propaganda techniques
that we are going to examine & use.
Technique #1: BANDWAGON:
Persuading people to do something by letting
them know others are doing it.
Example:
80% of people
use Colgate. Do
you?
Jump on the
bandwagon y’all!
Everyone else is!
Testimonial: Using
Technique # 2
the words of a famous person to
persuade you.
My face has never
been so clear after
using Proactiv; I
love it!!!
You should buy
today… after all,
Jessica Simpson
did!
Glittering
Generalities
attractive or catchy, but really
Technique # 3
Definition: Words that sound
don’t mean anything.
These are just:
logical fallacies
What’s a fallacy
you ask?
a deceptive, misleading, or
false notion or belief
Based on the words used
to sell, the customer
thinks they are getting
something better than
what it really might be.
Glittering
Generalities
“This new
recipe is all
natural!”
You’re
Thinking…
Wait a minute…
“It’s 100%
organic!”
“Wow, if it’s all natural,
it must be really good!
What you should
be thinking…
“My dog’s mess is all natural and I
sure don’t want to eat that!”
Glittering
Generalities
Continued…
Reasoning:
The truth is something that is produced
in a chemical factory is often more pure
than something from nature.
More
This cosmetic will make Examples:
“This car will give
you look younger
you status!”
These phrases are only
used to enhance the
product’s appeal.
“This magazine will
make you a leader!”
They’re not really telling you anything
specific about the product…it’s just
making it sound good.
Technique #4: Emotional Words
Words that make you feel strongly
about someone or something.
These words could
make you feel guilty,
sad, warm, happy, etc.
These words
could apply
to any
emotion.
Exampl
e:
Take a fun-filled cruise to a luxurious paradise in the Bahamas.
These words are applying to your emotions!
Emotional Words…continued
•The commercial for the abused &
suffering pets
•Adopt a child foundation
“HeadOn!”
Technique # 5
Repetition
“HeadOn!”
Definition:The product name or
phrase is repeated at least 4 times.
“HeadOn!”
“HeadOn!”
Bait and Switch
Technique # 6
An item is advertised at an unbelievably
low price at a store. In the store, the
customer is advised that the item is ‘no
longer in stock’ or ‘not really good
anyway’. The attention is SWITCHED to
another higher-priced item, often of an
inferior brand.
What you can write:
Customer is tricked into
buying a more expensive item.
Another B&S Situation:
1.
A car dealer advertises a new BMW
for only $299 per month.
2.
You get to the lot and: the car is not
able to be found, the rate was figured
for someone with a perfect credit
score and the car had no “extras” that
was figured into the total, that was
only a 1 day special..
3.
Then, the car dealer switches you to
looking at a much “better” and more
expensive car.
4.
Since you’re already on the lot, you
might as well look and possibly end
up buying something out of your price
range!
It’s time
to be
creative!!!
“Let’s Get to Work &
Have Some Fun!!!”