Propaganda in Advertising

Bandwagon, Testimonial, and Name-Calling

Click on the audio icon in each slide for narration:

Advertising is Full of PropagandaRemember, propaganda is information, ideas, or rumors spread in order to help or harm a person, group, nation, or even a product. Advertisers use propaganda in order to persuade people to buy

their products or services.

There are many types of propaganda

Three common types are Bandwagon, Testimonial, and Name-Calling

Bandwagon ads suggest that people should buy something because “everyone is doing this or buying this.” These ads say, “Join us!”

Testimonial ads use famous, trusted, or popular celebrities to endorse their products.

Name-Calling ads suggest that competing products are inferior. Sometimes Name-calling ads name the competing products directly; often they don’t.

BANDWAGON EXAMPLE

This ad for Dove hair products uses women who are not models.

The average woman can identify with the women in the ad.

The women in the ad have very attractive hair.

The message: If you use Dove hair products, you will have very attractive hair, too!

Testimonial Example

This ad for Rocawear features Trey Songz.

The ad does not say anything about the clothing line.

Instead, a well-known celebrity is wearing Rocawear.

If you like Trey Songz, you are more likely to buy Rocawear.

NAME-CALLING EXAMPLE

This ad for Xbox 360 Elite may not seem like a Name-Calling ad.

But the ad tells you that if you use Xbox, you will NOT be a wimp.

“Wimp” is spelled “Wiimp.”

The ad is calling the Nintendo Wii gaming system a wimp!

Can You Name the Type of Propaganda?

The next three slides contain links to television commercials. One of these commercials is Bandwagon; one is Testimonial; and one is Name-Calling. Can you correctly identify the type of propaganda in each ad?

Coca-ColaClick on the picture or the text link to open the video.

Note: The presentation must be in “View Slideshow” mode to click on the links.

http://www.teachertube.com/viewVideo.php?video_id=188005

DirecTVClick on the picture or the text link to open the video.

Note: The presentation must be in “View Slideshow” mode to click on the links.

http://www.teachertube.com/viewVideo.php?video_id=318721

GatoradeClick on the picture or the text link to open the video.

Note: The presentation must be in “View Slideshow” mode to click on the links.

http://www.teachertube.com/viewVideo.php?video_id=234099

How Did You Do?

The Coca-Cola ad is an example of Bandwagon propaganda. The ad shows a bottle of Coke bringing together all kinds of different people on a subway train.

The DirecTV ad is an example of Name-Calling. The ad tells us that watching Cable television rather than DirecTV will have horrible consequences!

The Gatorade ad is an example of Testimonial propaganda. In its very short running time, the ad shows us many different celebrities who are all excelling in their sport.