Transcript Techniques used to influence opinions

Note for teachers:
This presentation is designed to be used as part of a large
group discussion regarding some of the propaganda
techniques commonly used by advertisers. Each slide lists
the technique followed by the definition of that technique.
Each slide also contains some images that reflect the
propaganda technique in practice. Please modify or replace
the images if they are not appropriate, out of date, no longer
relevant, or you have found better examples.
Also, make sure to look at the additional information
contained in the “notes” section on each slide.
Propaganda
•Techniques used to influence opinions,
emotions, attitudes or behavior.
•The purpose is to benefit the sponsor.
•It appeals to the emotions not the
intellect.
•It is not negative or positive.
•The purpose is to persuade.
Characteristics of Propaganda
• In advertising the purpose is to claim
“superiority” in order to sell product.
• Weasel Words - modifiers that look
substantial but are meaningless.
• Weasel Words: tackles, comforts,
refreshes, fights, helps, virtually…
• Makes audience believe in something
or want to do something.
Bandwagon
This technique tries to persuade everyone to join in and do the
same thing.
Testimonial
An important person or famous figure endorses a product.
Transfer
Good feelings, looks, or ideas transferred to the person for
whom the product is intended.
Repetition (Slogan)
The product name or keyword or phrase is repeated several times.
How many times can you use the word “Fresh?”
Emotional Words (Loaded Words)
Words such as luxury, beautiful, paradise, and economical are
used to evoke positive feelings in the viewer.
Name-calling
Negative words are used to create an unfavorable opinion of
the competition in the viewer's mind.
Faulty cause & effect
Use of a product is credited for creating a positive result.
Snob Appeal
Opposite
of Snob Appeal
Plain Folks Appeal
Compare & contrast
The viewer is led to believe one product is better than another,
although no real proof is offered.
Work Cited
Sparrgrove, Brett. "8 Propaganda Techniques
Used by Advertisers." Propaganda . 5 Nov.
2004. 19 Jun 2007
<http://www.think.com/iste/market/docs/propa
ganda.ppt>.