Miss Harris’ Reading Class

Common propaganda techniques often used in advertising

Bandwagon Emotional Appeal/Loaded Words Testimonial/Expert Opinion Plain Folks Glittering Generalities (often Slogans or

Catchphrases) Name Calling Repetition

BandwagonA statement suggesting that everyone is

using a specific product, so you should tooPersuading people to do something by

letting them know others are doing itGives impression that you will be left out if

you don’t do what you are being persuaded

Example: “See why so many women have switched” (Shampoo advertisement)

Why are these examples of Bandwagon?

Emotional Appeal

A person is made to have strong feelings about a situation or product

Loaded words that make people feel strongly - love/hate, sympathy, fear.

Sad Animal commercials

Testimonial/Expert Opinion

Using an expert or celebrity to sell or support.

Experts approve this product, so you should use it.

Ads using scientific sounding language to make a product seem more effective.

“Studies show that….” Sports figures promoting athletic gear, sports

drinks, or shoes.

Testimonial/Expert OpinionThese work because you feel like you can trust the words of an expert or someone who is famous.

Beyoncé drink Pepsi, shouldn’t you? Four out of five dentists recommend Trident for their patients

who chew gum” Buy these and you can play like LeBron & sound like Dre

Plain folk

Using ordinary people or trying to sound ordinary to sell something or persuade you to vote or support an idea.

Choosey moms

choose Jiff

Glittering Generalities

• Use vague, sweeping statements (often slogans or simple catchphrases) using language associated with values and beliefs deeply held by the audience without providing supporting information or reason.

• They appeal to such notions as honor, glory, love of country, desire for peace, freedom, and family values.

The product’s slogan is so attractive that the audience loses sight or doesn’t see its true meaning.

“Flavor adventures”

Glittering Generalities

Slogan: “Can you hear me now?”

A catchy phrase or statement often used to sell a service or a product.

Name-calling

Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.

Name calling saying bad things about your competitor

Repetition: The name of a product is repeated many times

How many times can you use the word “Fresh?”

Bandwagon Emotional Appeal/Loaded Words Testimonial/Expert Opinion Plain Folks Glittering Generalities (often Slogans or

Catchphrases) Name Calling Repetition

Quick Review