what is propaganda? a way to persuade many people at once
TRANSCRIPT
What is propaganda?
A way to persuade many people at once.
Audience AwarenessAdvertisers know how to target their audiences use appropriate persuasive techniques
Who’s the audience?
Audience?
TestimonialA well-known person supports a product or
service
BandwagonA statement suggesting that everyone is using
a specific product, so you should too
Repetition: The name of a product is repeated many times
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
HEAD ON Apply directly
to the forehead
Technique?
Millions of people have discovered Proactiv® Solution...from people like you to celebrities like Vanessa Williams, Jessica Simpson and Elle Macpherson... they all say Proactiv Solution helped banish their breakouts and get them on the path to clear, beautiful, star-quality skin.
Technique?
Technique?"The SUBWAY® chain helped save my life over and over. I can't ever repay that."
Loaded WORDS The loaded languagetechnique uses wordsthat cause a strongfeeling. Once the reader isfeeling strongly, he orshe may be more likelyto agree with the writer. What are some
examplesof loaded words? This technique often uses
interesting and eye-catching visuals, as well.
TransferPositive feelings/desires are connected to a product/userTransfers positive or negative feelings we have of something we know to something we don’t.
Sex AppealLove/ PopularityFameWealthPower
Technique?
Snob AppealAims to flatterMakes assumption/ insinuation that this
product/idea is better than others…Thus, those that use it are too.
The Ultimate driving machine
Plain Folksseeks to make the company/person appear ordinary, and
hence more trustworthyappealing to regular people's values like family, patriotism opposite of Snob Appealhttp://www.youtube.com/watch?v=XMJ90T2rwXU
Technique?
State FarmLike a good neighbor…
Technique?
Avante GardeAims to convince the user that if they buy this
product they will be ‘ahead of the times’“You will be the first on your block to have
one!”
This model is giving an example of avante gardefashion.
Weasel WordsSuggests a positive meaning of a product
without actually making a guarantee Example: Most people were better off after
making the change. OR Up to 50% off on select merchandise!
Magic IngredientsSuggests that a miraculous discovery makes
their product more effective
Example:Dr. Scholl’s cushioned sole inserts have small
beads to help reduce pressure on bottoms of feet, while Equate brands do not.
Technique?
PatriotismBuying a certain product shows love for your
country
BriberyPersuasive technique that offers something
‘extra’
Example:Buy one get one freeBuy cable and get internet for free
Peer PressureUsing the effects of a peer group to get a
consumer to buy a specific product
Technique?