Transcript Persuasive Techniques in Advertising

Power of
Propaganda
Propaganda Techniques
 Refers
to any technique used to
influence the action and beliefs of large
numbers of people
 May be written, as in newspaper
advertisements or political posters, or
spoken, as in political speeches and
commercials
 Tends to appeal to emotions rather than
logic
Name-calling

Uses words like “terrorist” or “extremist” which
have a negative charge

Associating these words with a common
enemy quickly unites the audience against
the enemy.
Political
1984
racism
ghost
killer
campaign
Glittering Generalities

Refers to vague goals and common interests
that everyone would seem to share such as
“patriotism,” “values,” “freedom” and “peace”

These words are used to lower our
suspicions about the speaker’s motives
Political /
coke
families
Marlboro
Macanudo
Transfer

A speaker uses a device to lend power to the idea
being presented

For example, using a “doctor” in an advertisement
makes it seem as though the product is sanctioned
by the medical profession

The transfer device can utilize almost anythingreligion, science, education etc., but often takes
these ideas out of context in favor of an argument
Lucky
camel
strikes
Testimonial
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Utilizing the testimony of well-known and respected
personalities, but often in such a way that the
personality has little relevance to the subject being
presented
An example would be a Hollywood celebrity
endorsing a Presidential candidate
The more respected the celebrity, the less likely we
are to see through this particular device
Michael
Osbournes
Jordan
Plain folks

A speaker, in order to relate to his or her
audience, tries to convince the audience that
he or she is “of the people.”
 By being seen as a regular citizen, a
speaker’s message is more likely to be
accepted at face value and without question
Perrier
Viagra
Bandwagon
“Everyone is doing it”
 Appeal largely drawn on by advertisers for
many products
 The appeal comes from not wanting to be left
out, especially when “everybody” that we
know is “doing it” and buying into the
argument

Rosie
Victory
Dr. Pepper
conformity
The
waits
Riveteer
Fear

A speaker focuses on the negative and the
worst case scenario in order to frighten the
audience into some action
 For example, the repeated message that
“terrorists will strike again” unless we do
something about it immediately
Drunk
mouthwash
seatbelt
driving
hitler
pregnancy
Childbirth
Slogans and Jingles
 Short
catchy phrases that are easy to
remember, stick in our memory
 Jingles with catchy lyrics and tunes,
play over and over in our heads and
basically give the products free “airtime”
Got Milk?
Got Milk?
Repetition
 Advertisers
and politicians know that if
they repeat their messages again and
again, you will learn to recognize their
products and candidates
 The more often you hear something, the
more likely you are to believe it
 Familiarity contributes to a favorable
attitude
1-800Aflec
collect
Subvertisements
 “Reverse”
ads that raise awareness of
how some companies manipulate us
unethically
Phillip
Big Mac
Calvin
Nike
Obsession
Morris
Anticowboy
smoking
deadhorse
nightclub
Absolut
Facts and Figures
 Using
tests, statistics or information that
sounds “scientific” to prove that one
product or person is better than another
 Example:
“Four out of five dentists
recommend this toothpaste.”