Pesky Propaganda
(Advertising Techniques)
How to know when you’ve fallen
for the trap!
What is Propaganda?
• Propaganda—information, ideas, or rumors
deliberately spread to help or harm a person,
group, movement, institution, nation, etc.
• Deliberately designed to influence opinions
or actions of other individuals or groups.
Common Propaganda Devices
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Bandwagon
Avant-Garde (Individuality)
Testimonial
Facts and Figures
Transfer
Glittering Generalities
Name Calling
Plain Folks
Snob Appeal
Logical Fallacy
Bandwagon
• Tries to make us “follow the crowd.”
• It’s the “everybody’s doing it” ploy. Jump on
the bandwagon or you’ll be left behind!
• PEER PRESSURE!
McDonald’s 1980s
Avant-Garde (Individuality)
• The opposite of Bandwagon.
• Appeals to your desire to be different,
independent, rebellious, or celebrate your
own style.
Samsung
Nokia
Testimonial
• Tries to make us accept something by getting
statements or endorsements from prominent
or famous people.
• The point to remember is that no person’s
opinion is particularly valuable except in that
person’s field of work.
• Example: Tiger Wood’s opinion of a golf club is
worth more than his opinion of a razor.
Weight Watchers
Advil
Facts and Figures
• Used when the propagandist only wants us to
know part of the truth.
• Numbers and statistics are used to persuade
the audience.
• Example, a car repair shop might say that their
technicians have an average of 5 years’
experience. What they don’t tell you is that
they have 1 technician with 25 years’
experience and 4 with none.
Covergirl mascara
Raisin Bran
Crest
Transfer
• Tries to transfer the authority, credibility, prestige
or good feelings of something we already respect
and admire to something the propagandist would
have us accept.
• Goal—to get you to link the subject or product to
positive feelings you already have about
something else.
• Symbols such as the cross, the American flag,
Uncle Sam, or scenes of people having fun using a
product are often used in transfer ploys.
1980 Reagan campaign speech
Sprite
Pepsi
Name-Calling
• Gives bad names (or reputations) to the
individuals, groups, nations, races, policies,
beliefs, and ideals which the propagandist
would have us condemn or reject.
• Causes us to form a judgment without first
examining the evidence.
• Appeals to hate and/or fear.
Abbott Governor ad 2014 Just Like Obama
2012 Obama campaign ad—BB
Glittering Generalities
• Suggests “shining ideals.”
• As name-calling seeks to make us reject something,
glittering generalities try to make us accept and
approve…without first examining the evidence.
• Beware of words that have a positive connotation that can
make you trust the message and what it stands for:
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Freedom
Loyalty
The American Way
Love
Family
Change
Hope
Home-style
Hand-made
Organic
Herman Cain political ad 2012
McCain v. Obama comparison 2012
Plain Folks
• Often used by politicians and businesses; tries
to win our confidence by appearing to be
common people just like us.
• During election time, you’ll see candidates
doing ordinary activities like walking a dog,
exercising, or playing with his/her children.
• Gives the impression of being a “regular guy”
or that the product is loved by regular people.
Barnet Shale
Snob Appeal
• The opposite of Plain Folks.
• Tries to make you think that only the best,
most beautiful, or most elite people will
possess or support a particular product or
ideal.
• Mercedes or Rolex
• Gold Cards
• Platinum Cards
American Express Gold
Jaguar/Brits
Logical Fallacy
• A purposeful error in
reasoning.
• Used to persuade or
trick someone.
• If A=B, and B=C,
then A must = C!
DirectTV
Old Spice