PERSUASIVE (PROPAGANDA) CONCEPTS
STUDY GUIDE
There are several techniques used in persuasion:
Bandwagon: Appeals to the desire of most people to feel like they belong or that they are part
of the winning side. Bandwagon is a form of propaganda that exploits the desire of most people to
join the crowd or be on the winning side, and avoid winding up the losing side. Few of us would want
to wear nerdy cloths, smell differently from everyone else, or be unpopular.
Bandwagon advertising can offer two sides to a campaign; you can be part of the right crowd by using
a particular product, or you can be left behind if you do not use the product.
Everyoneʼs trying.. Donʼt be left out... All students... Millions of women use...
Statistics: Using numbers to persuade.
9 out of 10 dentists prefer Colgate toothpaste
Testimonial: Someone endorses
or suggests the use of the product. “I’ve lost 25 pounds on
Slim Fast, ” exclaimed Betty Smith. Many times it is a famous person: Michael Jordan - Nike Betty
White - Snickers
Brett Favre - Wrangler Jeans
Glittering generalities: The glittering generalities technique uses appealing words and
images to sell the product. The message this commercial implies that if you buy the item, you will be
using a wonderful product, and it will change your life. This cosmetic will make you look younger, this
car will give you status, this magazine will make you a leader.Their appeal is to emotions such as
love of country and home, and desire for peace, freedom, glory, and honor. They ask for approval
without examination of the reason. They are typically used by politicians. “It’s the American way!