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?