PropagandaPropagandaTechniques used to influence opinions, Techniques used to influence opinions, emotions, attitudes or behavior.emotions, attitudes or behavior.

The purpose is to benefit the sponsor.The purpose is to benefit the sponsor.

It appeals to the emotions not the It appeals to the emotions not the intellect.intellect.It is not negative or positive.It is not negative or positive.The purpose is to persuade.The purpose is to persuade.

Characteristics of Characteristics of PropagandaPropaganda In advertising the purpose is to claim In advertising the purpose is to claim

“superiority” in order to sell product.“superiority” in order to sell product. Weasel Words - modifiers that look Weasel Words - modifiers that look

substantial but are meaningless.substantial but are meaningless. Weasel Words: tackles, comforts, Weasel Words: tackles, comforts,

refreshes, fights, helps, virtually…refreshes, fights, helps, virtually… Makes audience believe in something Makes audience believe in something

or want to do somethingor want to do something..

Recognizing Recognizing Propaganda Propaganda TechniquesTechniques BandwagonBandwagon TestimonialTestimonial Snob Appeal Snob Appeal Plain FolksPlain Folks PatriotismPatriotism Evidence ClaimsEvidence Claims Glittering Glittering

GeneralizationGeneralization

More Propaganda…More Propaganda…

TransferTransfer SloganSlogan Wit and HumorWit and Humor RewardsRewards Name-CallingName-Calling Big LieBig Lie ScapegoatScapegoat

BandwagonBandwagon persuasive technique that invites you to join the persuasive technique that invites you to join the

crowd.crowd. Everybody’s doing it!Everybody’s doing it! Often uses weasel wordsOften uses weasel words

TestimonialTestimonial Statement endorsing an idea/product by a prominent Statement endorsing an idea/product by a prominent

person.person. Product can be inside or outside particular field.Product can be inside or outside particular field. Musical artists,Musical artists, Sports giants,Sports giants, Actors/actressesActors/actresses

Snob AppealSnob Appeal Aims to flatterAims to flatter Makes assumption/ insinuation that this product/idea is Makes assumption/ insinuation that this product/idea is

better than others…better than others… Thus, those that use it are too.Thus, those that use it are too. ““Avant Garde” ahead of the times.Avant Garde” ahead of the times.

The Ultimate driving machine

Plain FolksPlain Folks Opposite of Snob AppealOpposite of Snob Appeal Identifies product/idea with a locality or countryIdentifies product/idea with a locality or country Practical product for ordinary people.Practical product for ordinary people.

Like a good neighbor…

PatriotismPatriotism Purchase will display love of country.Purchase will display love of country. Person will financially help the country.Person will financially help the country.

…built American tough

Evidence ClaimsEvidence Claims

Facts and Figures – Facts and Figures – statistics to prove superioritystatistics to prove superiority..

Magic Ingredients – Magic Ingredients – suggests some miraculous suggests some miraculous discovery makes product discovery makes product exceptionally effective.exceptionally effective.

Hidden Fears – Hidden Fears – suggests that user is safe from suggests that user is safe from some danger.some danger.

Glittering GeneralizationGlittering Generalization

Weasel words used.Weasel words used. Statement jumps from Statement jumps from

a few cases to all.a few cases to all. ““Glittering” because Glittering” because

it’s falsely attractiveit’s falsely attractive Often used by Often used by

politicianspoliticians

TransferTransferPositive feelings/desires are connected to a product/userPositive feelings/desires are connected to a product/user

Transfers positive feelings we have of something we know to Transfers positive feelings we have of something we know to something we don’t.something we don’t.

Sex AppealSex Appeal Love/ PopularityLove/ Popularity FameFame WealthWealth PowerPower

SloganSlogan A catchword or phrase loaded with emotionA catchword or phrase loaded with emotion Often sells through repetitionOften sells through repetition Clever and easy to rememberClever and easy to remember Stays with you a long timeStays with you a long time Often a melody you already knowOften a melody you already know

“Trust Sleepy’s For the ‘rest’Of your life”

Engaging Techniques:Engaging Techniques:

Wit and Humor – Wit and Humor – diverts audience and gives a diverts audience and gives a reason to laugh often through reason to laugh often through the use of clever visuals and/or the use of clever visuals and/or language.language.

Rewards – Rewards – bonus bonus awarded to consumer for awarded to consumer for purchase. (Toys, gimmicks, purchase. (Toys, gimmicks, rebates, free payment, etc.)rebates, free payment, etc.)

Name - CallingName - Calling A way of smearing an A way of smearing an

opponentopponent Intent is to damage Intent is to damage

opponentopponent It also arouses suspicion It also arouses suspicion

of opponentof opponent Intention is to create an Intention is to create an

uneasy feelinguneasy feeling Used by politicians and Used by politicians and

product companiesproduct companies

Big LieBig Lie An outrageous falsehoodAn outrageous falsehood Captures attention because it’s so outrageousCaptures attention because it’s so outrageous Somehow staggers audience into believing itSomehow staggers audience into believing it

ScapegoatScapegoat A person carrying the blame for othersA person carrying the blame for others Retreats to prejudice rather than reasonRetreats to prejudice rather than reason Mostly used in the political arenaMostly used in the political arena Wins audience through association or sympathyWins audience through association or sympathy

Buyer BewareBuyer Beware Be a conscientious consumerBe a conscientious consumer Know what devices are trying to Know what devices are trying to

influence youinfluence you Then…Then… Make an informed decisionMake an informed decision

SourcesSources

http://images.google.comhttp://images.google.com www.motordesktop.com/ www.motordesktop.com/

wallpaper_sportscars1.phpwallpaper_sportscars1.php www.operationhomerun.org/ www.operationhomerun.org/

photos_cash.htmphotos_cash.htm www.amerimark.com/cgi-bin/ www.amerimark.com/cgi-bin/

amerimark/cate_id/a...amerimark/cate_id/a...

Sources continued:Sources continued:

www.autointell.net/.../ ford-www.autointell.net/.../ ford-ranger01.ranger01.

htmwww.uwhc.org.uk/ dental.htmhtmwww.uwhc.org.uk/ dental.htm http://images.google.comhttp://images.google.com

Assignment: ProductAssignment: Product

NameName ClaimClaim AudienceAudience Advertising CampaignAdvertising Campaign 3 Propaganda Techniques3 Propaganda Techniques 6 slide minimum6 slide minimum