Propaganda
Techniques
used to influence opinions,
emotions, attitudes or behavior.
The
purpose is to benefit the sponsor or
product they are trying to sell to you.
The
purpose is to persuade.
Characteristics of
Propaganda




In advertising the purpose is to claim
“superiority” (you’re the best) in order to
sell product.
Weasel Words - modifiers that look
substantial but are meaningless.
Weasel Words: tackles, comforts, refreshes,
fights, helps, virtually…
Makes audience believe in something or
want to do something.
Recognizing Propaganda
Techniques





Bandwagon
Testimonial
Snob Appeal
Plain Folks
Patriotism
More Propaganda…


Transfer
Name-Calling
Bandwagon

persuasive technique that invites you to join the
crowd.
 Everybody’s doing it!
 Often uses weasel words
Examples
 Everybody
is doing this. Join the crowd!
You must JOIN in to FIT in!
 If you want to fit in, you need to “jump on
the bandwagon” and do it too.
 Everyone
in Auburn is supporting Bob
Riley. Shouldn’t you be part of the winning
team?
Transfer
Positive feelings/desires are connected to a product/user
Transfers positive feelings we have of something we know to
something we don’t.





Sex Appeal
Love/ Popularity
Fame
Wealth
Power
Transfer Examples:
 Good
feelings, looks, or ideas transferred
to the person for whom the product is
intended.
Testimonial





Statement endorsing an idea/product by a prominent
person.
Product can be inside or outside particular field.
Musical artists,
Sports giants,
Actors/actresses
Examples of Testimonial
*An important person endorse a product
More Testimonial Examples
If we drink milk
we will all be as
famous and as
strong as
superman.
Snob Appeal

Aims to flatter
 Makes assumption/ insinuation that this
product/idea is better than others…
 Thus, those that use it are too.
The Ultimate
driving machine
Plain Folks

Opposite of Snob Appeal
 Identifies product/idea with a locality or country
 Practical product for ordinary people.
Like a good neighbor…
Plain Folks Example
 We
want a Jim Smith, a mayor who
supports the regular American worker.
Clipart-Microsoft Office XP 2002
Vote for Smith
Plain Folks Example:
Patriotism

Purchase will display love of country.
 Person will financially help the country.
…built
American tough
Evidence Claims

Facts and Figures –
statistics to prove superiority.

Magic Ingredients –
suggests some miraculous
discovery makes product
exceptionally effective.

Hidden Fears –
suggests that user is safe from
some danger.
Evidence
Trident: Four
out of Five
Dentists
Slogan





A catchword or phrase loaded with emotion
Often sells through repetition
Clever and easy to remember
Stays with you a long time
Often a melody you already know
“Trust Sleepy’s
For the ‘rest’
Of your life”

THE 20th CENTURIES TOP 10 COMMERICAL
Slogans/JINGLES

You Deserve a Break Today (McDonald’s)
Be All That You Can Be (U.S. Army)
Pepsi-Cola Hits The Spot (Pepsi-Cola)
Mmm Mmm Good! (Campbell Soup)
See The USA In Your Chevrolet (GM)
I Wish I Were An Oscar Mayer Wiener (Oscar Mayer)
Double Your Pleasure, Double Your Fun (Wrigley's Gum)
Winston Tastes Good Like A Cigarette Should (Winston)
It’s The Real Thing (Coca-Cola)
A Little Dab’ll Do Ya (Brylcreem)

Source: Advertising Age






















TOP 12 SLOGANS OF THE CENTURY
Diamonds are forever (DeBeers)
Just do it (Nike)
The pause that refreshes (Coca-Cola)
We try harder (Avis)
Good to the last drop (Maxwell House)
Breakfast of champions (Wheaties)
Does she ... or doesn't she? (Clairol)
When it rains it pours (Morton Salt)
Where's the beef? (Wendy's)
Let your fingers do the walking (Yellow Pages)
M&Ms melt in your mouth, not in your hand
(M&M candies)
We bring good things to life (General Electric)
Engaging Techniques:

Wit and Humor –
diverts audience and gives a
reason to laugh often through
the use of clever visuals and/or
language.

Rewards – bonus
awarded to consumer for
purchase. (Toys, gimmicks,
rebates, free payment, etc.)
Name - Calling





A way of smearing an
opponent
Intent is to damage
opponent
It also arouses suspicion
of opponent
Intention is to create an
uneasy feeling
Used by politicians and
product companies
Examples of Name-Calling
Do we want a mayor who will leave us in
debt?
In a campaign speech to a logging company,
the Congressman referred to his
environmentally conscious opponent as a
"tree hugger."
Buyer Beware




Be a conscientious consumer
Know what devices are trying to
influence you
Then…
Make an informed decision
Sources




http://images.google.com
www.motordesktop.com/
wallpaper_sportscars1.php
www.operationhomerun.org/
photos_cash.htm
www.amerimark.com/cgi-bin/
amerimark/cate_id/a...
Sources continued:

www.autointell.net/.../ ford-ranger01.
htmwww.uwhc.org.uk/ dental.htm

http://images.google.com
