Transcript Advertising 101

Advertising 101
Want to know
how to get people
to spend their money on YOUR
product?
Propaganda is…
• any ideas or beliefs that are intentionally spread.
• set of messages aimed at influencing the
opinions or behavior of large numbers of people
• Deliberate attempt to get someone to agree with
you or to coerce them into doing something.
• Telling only the side you want people to know.
• Appealing to someone’s emotions, not their
intelligence.
types of propaganda
1.
2.
3.
4.
5.
Bandwagon
Emotional appeal
Transfer
Repetition
Testimonial
6. Glittering
Generalities
7. Pandering
8. Name-Calling
9. Plain Folks
10. Scientific Approach
Bandwagon
• persuading a consumer by telling them
that others are doing the same thing
• in soft drink ads there will be many
attractive young people having fun on a
beach
• everyone else is using this product, so you
should, too." Bandwagon ads exploit our
desire to be part of the crowd.
examples
Emotional appeal
• words that make a consumer feel strongly
about someone or something are used
• Ralph Lauren sells their perfume by
showing a romantic love scene and just
putting the word “romance” on the ad
Transfer
• a product is sold by the name or picture of
a famous person or thing, but no words
from the person or thing
• political advertisements might use the
American flag to help sell the product
Repetition
• the product’s name is repeated at least
four times in the ad.
• example: the Head-On commercial!
Testimonial
• a product is sold by using words from
famous people or an authority figure
• “Nine out of ten dentists recommend this
type of toothpaste”
• A celebrity endorses a product, idea, or
person.
Emotional appeal
Repetition
Bandwagon
Which technique?
Which technique?
• vague, nice-sounding descriptions of
things:
• “Have a lawn that makes you proud.”
• “Get the biggest and best for your money.”
• “…stronger, brighter.”
Which technique?
Which technique?
• appeals to your sense of home and family
• “Lemonade, just like grandma used to
make.”
• “The hearth-baked goodness of whole
grain bread.”
• “It’s as American as apple pie.”
Which technique?
Which technique?
• a direct line to your fear, anger, pity, or
sense of humor
• “Don’t be bullied into paying more taxes
than you need to.”
• “If you know the feeling of a dead battery
on a lonely road, then buy…”
Which technique?
Which technique?
• Since many people want to do what
everyone else is doing, you are urged to
hop aboard and join the crowd.
• “Be like all the others in your
neighborhood and roller skate under the
stars…”
• “Join the younger generation, vote for…”
Which technique?
Which technique?
• One blames problems on a particular
group, person, or idea.
• “I don’t want those big-mouthed kids in the
library.”
• “Our downfall began under the other
party.”
• “Your money problems are caused by that
party.”
Which technique?
Which technique?
• only presents one side and hides the
other.
• only presents what is favorable or what is
unfavorable, whatever helps their cause.
Which technique?
Which technique?
• These refer to people who are either
unnamed, unknown, or famous who have
something to positive to say about the
product, issue or candidate.
• Everyone is made to sound like an expert:
“Most experienced mothers depend
upon…”
• “These movie stars are voting for…”
Which technique?
Which technique?
• Tests, statistics, survey, and pseudoscientific jargon (wording) are used to
sound convincing.
• “Four out of five dentists use…”
• “Research shows that…”
• “The polls show our candidate ahead.”
Which technique?
Which technique?
• These give the impression that people of
elegance, wealth, good taste, and
intelligence will buy the product or vote for
the issue or candidate.
• “When only the very best will do, buy…”
• “People of status will vote for…”
Which technique?
Which technique?
• groups things for a stronger effect.
• The following combinations of traits do not
necessarily go together.
• “young and joyous,”
• “thick and juicy,”
• “old and wise.”
Which technique?