Transcript Propaganda in Advertising

Propaganda
in
Advertising
What is propaganda?
Propaganda is the use of a variety of
communication techniques. These
techniques create an emotional appeal
to do one of the following:
• accept a particular opinion
• adopt a certain behavior
• perform a particular action
• purchase a particular product
Propaganda Techniques
Name Calling
Name Calling links a
person or idea to a
negative symbol.
Examples:
• commie
• yuppy
• B. Hussein Obama
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Glittering Generalities
Glittering Generalities
uses virtue words (the
opposite of name
calling) to link a product
or idea with a positive
symbol.
Examples
• democracy
• patriotism
• family
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Transfer
Transfer is a device
that links a positive
feeling with a
product or idea.
• values
• fame or wealth
• power
• sex appeal
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Testimonial
Testimonial uses a
public figure or
celebrity to promote
a product, idea, or
political candidate.
Examples:
• sports star
• actor or actress
• musician
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Plain Folks
Plain Folks attempts
to convince the
audience that a
prominent person
has ideas that are
“of the people.”
Example: “Hockey
Mom”
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Snob Appeal
Snob Appeal flatters
the customer or
implies that the
particular product is
better than others.
(Opposite of Plain
Folks)
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Bandwagon
Bandwagon makes
the appeal that
“everyone else is
doing it, and so
should you.”
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Fear
Fear warns the
audience that
disaster will result if
they do not follow a
particular course of
action.
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Bad Logic
Bad Logic uses an
illogical message to
manipulate or
deliberately
promote a cause.
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Evidence Claims
Evidence Claims use
scientific-sounding
jargon, statistics, or
“miraculous
ingredients” to
promote a product.
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Identify the Propaganda
Technique
#1
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#2
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#3
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#4
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#5
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#6
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#7
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#8
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Buy a Slammo racket and
never lose another game.
• Name Calling
• Glittering Generalities
• Transfer
• Testimonial
• Plain Folks
• Snob Appeal
• Bandwagon
Slammo!
• Fear
• Bad Logic
• Evidence Claims
#9
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims
#10
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Name Calling
Glittering Generalities
Transfer
Testimonial
Plain Folks
Snob Appeal
Bandwagon
Fear
Bad Logic
Evidence Claims