Transcript Card Stacking

Card
Stacking
Card-stacking means giving the positive side for your own point
of view, but none of the positive points for your opponent’s
position.
Card-stacking is not only a common advertising strategy, but also
one that young people themselves use frequently as they argue
for something they want.
The term card-stacking gives supporting reasons for your own
point-of-view, and few or none of the reasons that support the
opposite point-of-view.
You will see politicians use this technique in a speech before an
election to win favor or votes.
Editorials in a newspaper are also an example of propaganda that
uses the card-stacking technique.
Get On the Bandwagon!
• A bandwagon is a highly decorated
parade float crowded with
enthusiastic participants in an event
(for example, clowns, musicians,
political figures).
• The bandwagon technique plays on
the fears people have of being left
out. (Uses lots of emotions!)
• This technique suggests that
everyone is doing/buying something,
so don’t be left out. (Statistics-high
99% are used)
• The theme of this type of device is:
“Everybody’s doing it; join the crowd;
don’t be left out.”
• Some ads that use the bandwagon
device show biases.
• A bias is an attitude that always
favors one way of feeling or acting
over any other. (one-sided or
STEREOTYPES of certain groups)
Testimonials: The Famous-People Technique
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A testimonial is a statement of support from a well-liked public figureoften an athlete or a film star.
The testimonial technique is used in television commercials, magazine
ads, internet ads, and some websites.
Testimonials feature an authority who recommends a product or
service.
The authority may be a professional, such as a doctor, a celebrity or
sports star, or even an ordinary person who vouches for the product’s
value.
This authority/person supporting the product or service is called the
“spokesperson” for the product/service.
The testimonial’s power of persuasion comes from the person
selected to be the authority.
The person selected for the ad must represent how the product will
benefit you. This can be visual or written.
All advertisements have a second, underlying message called a
subtext.
The subtext is never stated directly.
The underlying message or subtext is suggested through images,
music, and/or special effects that are used to construct the ad.
Plain Folks
• A Plain Folks technique is one in
which the speaker presents him or
herself as an Average Joe, a
common person who can
understand the buyer’s concerns.
They seller attempts to appear AllAmerican.
• The most important part of this
technique is the seller’s portrayal of
themselves as someone who has
had a similar experience to the
buyer and knows why they may be
cautious about buying their
product.
• The buyer gives the seller a sense
of trust and comfort, believing that
the seller and the buyer share
common goals and that they thus
should agree with what products to
purchase.
Glittering Generalities
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This propaganda technique provides glowing claims but nothing to
back up the claims.
For instance, “This is the best car on the road.”
A generality is a vague (not very specific) word, phrase, or statement.
Examples: better, best, good tasting, awesome, refreshing…
A glittering generality is one that has a feel-good quality to it.