Transcript uses famous people to tell you the product is good

Propaganda Techniques
• A propaganda technique is used for the
purpose of swaying the opinions of an
audience.
• Common propaganda techniques:
– Bandwagon
– Loaded words
– Statistics and Technical facts
– Testimonials
– Slogan
Bandwagon
makes it look like
everyone else is
buying the product
so you should too
Evian
Plain/Regular
Folks
shows people just
like you using the
product, so it helps
you relate
Campbell's
Soup
Loaded Words
• Used by broadcasters or often in politics to
persuade voters
• Words are loaded with strong, emotional
associations
• Create a visual image for consumers
ipad amazing
Buzz Words –
words that are popular and
have a positive good feeling
(e.g. organic, people you can
trust)
Dog food
Snob Appeal
appeals to the desire for
prestige or status
(looking like you’re rich)
Grey Poupon
Emotional Appeal appeals to the
audience’s emotions
(e.g. love, fear)
Chevy
U of R: You Are Home
Fearscare you into believing
something bad will happen
if you don’t do it
(e.g. If you do not buy this
product, your family may be
in danger )
Lifecall
Statistics: Technical Facts/Words
uses impressivesounding scientific or
technical information,
facts, and numbers
Alli
Criticism of
competitors
these ads make fun
of the competition
Mac PC
Testimonial
• Uses an association of a respected person
advertising a product, wanting us to accept
their testimony of the product.
• Also known as:
– Famous People: prestigious person
– Experts: professional person in the field
– Transfer: an authority figure
Famous People
uses famous
people to tell you
the product is
good
Macy’s
Experts
someone with authority
(e.g. a doctor or scientist)
tells you to buy it
Oral B
Slogan and Repetition
• A short phrase that enthuses people to act in
a certain way
• A short simple phrase repeated
– Apple: “Think Different”
– Lego: “Play On”
– McDonalds: “I’m Lovin’ It”
– Hallmark: “When you care enough to send the very
best”
Nike