Persuasive 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 Bandwagon Glittering Generalities/Card Stacking Testimonials Name Calling Plain Folk/Prestige/Snobbery Appeal to Emotions Bandwagon A statement suggesting that everyone is using a specific product, so you should, too! Join the “in crowd.” The bandwagon effect created these fine Internet sensations….. Examples of Bandwagon iPhone https://www.youtube.com/watch?v=DF9Ps MDjc8g&list=PL2Rf1R6EcGZQt1pYA4_T7 MUh2zGhVlqDY&index=2 I Like Ike! Bandwagon Example 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. Glittering Generalities & Card Stacking Glittering Generalities & Card Stacking Who doesn’t believe in America? The other candidate doesn’t have a plan? Testimonials Testimonials use celebrities or authority figures to sell products or services. http://www.bing.com/videos/search?q=youtube+kevin+hart+fo ot+locker+son&view=detail&mid=28416AA42FEE01BD68362 8416AA42FEE01BD6836&FORM=VIRE1&adlt=strict Testimonials 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. Name Calling Example Name calling can be implied through an unflattering image. Using Plain Folks Plain folks uses a person who may be just like you to sell a product or service: This ad for Vonage: http://www.bing.com/videos/search?q=plai n+folk+advertising&&view=detail&mid=DD A9699E55F5CB10B1B6DDA9699E55F5C B10B1B6&FORM=VRDGAR Plain Folks This persuasive device is often favored by politicians! What does this photo tell you about this politician? Plain Folks Example The Smuckers are wholesome farm folks! You can trust them. http://www.youtube.com/watch?v=onas6W Lnn7M Prestige/Snobbery I want that lifestyle! http://www.youtube.com/watch?v=NmannA Yiwh0 http://www.youtube.com/watch?v=3fkGgR MAfAE Feel like a hip-hop mogul! 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! Appeal to Emotion This strategy connects viewers with deep-seated emotions: loyalty, family, pity, fear, love, peace, justice, and/or love of country. https://www.youtube.com/watch?v=Rwhzb zZSAYg Pedigree ad What technique? What technique? What technique? What technique? What technique? What technique? http://www.bing.com/videos/search?q= cheerios+ad&&view=detail&mid=8992 2DBD842497D7DE2289922DBD8424 97D7DE22&rvsmid=7B95A829D7AFD B5398C47B95A829D7AFDB5398C4& FORM=VDQVAP&fsscr=0 What technique?