Pesky Propaganda
(Advertising Techniques)
HOW TO KNOW WHEN YOU’VE FALLEN FOR
THE TRAP!
What is Propaganda?
 Propaganda is an expression of opinion or action by
individuals or groups
 Deliberately designed to influence opinions or
actions of other individuals or groups
 Predetermined ends.
Common Propaganda Devices
• Slogan
• Bandwagon
• Testimonials
• Transference
• Facts and Figures
• Avant-garde (Individuality)
• Glittering Generalities
• Name Calling
• Plain Folks
• Snob Appeal
• Logical Fallacy
Slogan
 A tag-line or phrase that creates brand awareness.
Band Wagon
 This device is used to make us follow the crowd.
 It’s the “everybody’s doing it” so “come along and
follow the crowd” ploy.
 PEER PRESSURE!
http://www.youtube.com/watch?v=_ciGVx1qhb4
Testimonials
• This devices is employed to make us accept
something by securing statements or endorsements
from prominent or famous people.
• The point to remember is that no person’s opinion is
particularly valuable except for in that person’s field
of work.
• Tiger Wood’s opinion of a golf club is worth more
than his opinion of a razor blade.
http://www.youtube.com/watch?v=v_L7JzUTVxQ
Transfer
• This technique can be described as carrying over the
authority, sanction, and prestige of something we
respect and revere to something the propagandist
would have us accept.
• Symbols such as the cross, the American flag, or
Uncle Sam are often used in transfer ploys.
• “If the church or the U.S. approves of it , then you
should too.”
http://www.youtube.com/watch?v=CTE3fk2ORCk
Facts and Figures
• This device is used when the propagandist only
wants us to know part of the truth.
• Numbers and statistics are used to persuade the
audience.
• For example, a car repair shop might say that their
technicians have an average of 5 years experience.
What they do not tell you is that they have 1
technician with 25 years experience and 4 with none.
http://www.youtube.com/watch?v=CFFRnLJz95E
Avant-garde (Individuality)
 The opposite of Band Wagon.
 Appeals to your desire to be different or celebrate
your own style.
http://www.youtube.com/watch?v=6KQ1_5q4VJM
Glittering Generalities
• These words suggest shining ideals.
• As name-calling seeks to make us form a judgment or
reject, Glittering Generalities seek to make us accept and
approve…without examining the evidence.
• Beware of words that appeal to your senses in a positive
way, thus you trust the message and what it stands for:
–
–
–
–
–
Freedom
Loyalty
The American Way
Generosity
Love
http://www.youtube.com/watch?v=20Zw7HJStwo&feature=related
Name-Calling
• This device gives bad names to those individuals,
groups, nations, races, policies, beliefs, and ideals
which the propagandist would have us condemn or
reject.
• Name-calling causes us to form a judgment without
examining the evidence on which it should be based.
• Here, the propagandist appeals to our hate and fear.
http://www.youtube.com/watch?v=wp8urMGKdHE
Plain Folks
• The Plain Folks device is used by politicians,
business, educators, and even churches to win our
confidence by appearing to be common people just
like ourselves.
• For example, during election time, you will see
candidates doing ordinary activities like walking his
dog, exercising, or playing with his children.
• They want to give the impression of being a regular
guy.
http://www.youtube.com/watch?v=sOuizLehD2k
http://www.youtube.com/watch?v=GKvXyN_t7UA
Snob Appeal
 The opposite of Plain Folk.
 Some propagandists want you to have the feeling
that only the best, most beautiful, or most elite
people will possess or support a particular product or
ideal.
 Consider ads for Mercedes or Rolex.
 Gold Cards
 Platinum Cards
http://www.youtube.com/watch?v=n7kIm_iwWtI
Logical Fallacy
• A logical fallacy is an
error of reasoning.
When someone adopts
a position, or tries to
persuade someone else
to adopt a position,
based on a bad piece of
reasoning, they commit
a fallacy.
• A=B then B=C
http://www.youtube.com/watch?v=hc2vA_1NCcE
http://www.youtube.com/watch?v=NZ80SVOHKoo
Others
• Repetition – continued use of a phrase.
• Slogan – Use of a catchy phrase or jingle.
• Security – Job, families, or lives will be in danger if
you don’t support -------.
http://www.youtube.com/watch?v=thzUR_mq6OY&feature=related
• Product Comparison–
Product B.
•
Compares Product A to
http://www.youtube.com/watch?v=8TnG7jyfoWI&feature=related
• Before and After - Compares before and after
results.
• Loaded Words– Using words with either positive or
negative connotations.
–
–
Flexible, courageous, hero, open-minded
Insider, old, rigid, inexperienced