Persuasive TechniquesPersuasive Techniques

Propaganda and Advertising

What is propaganda?What is propaganda?A means of convincing people:to buy a certain productto believe something or act in a

certain wayto agree with a point of view

Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertisingBandwagonGlittering Generalities/Card

StackingTestimonials Name CallingPlain Folk/Prestige/SnobberyAppeal to Emotions

BandwagonBandwagonA statement suggesting that

everyone is using a specific product, so you should, too!

Join the “in crowd.”

The bandwagon effect The bandwagon effect created these fine Internet created these fine Internet sensations…..sensations…..

Examples of BandwagonExamples of BandwagoniPhone

https://www.youtube.com/watch?v=DF9PsMDjc8g&list=PL2Rf1R6EcGZQt1pYA4_T7MUh2zGhVlqDY&index=2 I Like Ike!

Bandwagon Example

Glittering Generalities &Glittering Generalities &Card StackingCard 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 candidatedoesn’t have a plan?

TestimonialsTestimonialsTestimonials use celebrities or

authority figures to sell products or services.

http://www.bing.com/videos/search?q=youtube+kevin+hart+foot+locker+son&view=detail&mid=28416AA42FEE01BD683628416AA42FEE01BD6836&FORM=VIRE1&adlt=strict

Testimonials

Name CallingName CallingName 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 Name calling can be implied through an unflattering through an unflattering image.image.

Using Plain FolksUsing Plain FolksPlain folks uses a person who may

be just like you to sell a product or service:

http://www.bing.com/videos/search?q=plain+folk+advertising&&view=detail&mid=DDA9699E55F5CB10B1B6DDA9699E55F5CB10B1B6&FORM=VRDGAR

This ad for Vonage:

Plain Folks Plain Folks This persuasive device is often

favored by politicians!

What doesthis phototell you aboutthis politician?

Plain Folks Example

http://www.youtube.com/watch?v=onas6WLnn7M

The Smuckersare wholesomefarm folks! You can trust them.

Prestige/Snobbery

http://www.youtube.com/watch?v=NmannAYiwh0

I want that lifestyle!

http://www.youtube.com/watch?v=3fkGgRMAfAE Feel like a hip-hop mogul!

Snob AppealSnob AppealThis 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 EmotionAppeal to EmotionThis 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=RwhzbzZSAYg Pedigree ad

What technique?What technique?

What technique?What technique?

What technique?What technique?

What technique?

What technique?What technique?

What technique?What technique?http://www.bing.com/videos/search?

q=cheerios+ad&&view=detail&mid=89922DBD842497D7DE2289922DBD842497D7DE22&rvsmid=7B95A829D7AFDB5398C47B95A829D7AFDB5398C4&FORM=VDQVAP&fsscr=0

What technique?What technique?