Transcript Types of Propaganda

Types of
Propaganda
Snob Appeal
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Aims to flatter
Makes assumption/ insinuation that this product/idea is
better than others…
Thus, those that use it are too.
“Avant Garde” ahead of the times.
The Ultimate
driving machine
Bandwagon
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The idea that everybody
else is doing it, or
everyone supports this
person or cause, so you
should too.
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The advertiser may
use words that say,
"nine out of ten
Americans choose..."
 • Example:
Coca-Cola Ads
portray young people
having fun at a party
Expert opinion
Experts approve this product, so you
should use it
“Four out of five dentists recommend
sugarless gum for their patients who
chew gum”
Evidence Claims
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Facts and Figures –
statistics to prove superiority.
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Magic Ingredients –
suggests some miraculous
discovery makes product
exceptionally effective.
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Hidden Fears –
suggests that user is safe from
some danger.
Humor
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Humor: One of the most
effective and popular
ways for a consumer to
remember a
product/company.
Humor does not always
inspire trust, and it is
rarely used in political
ads. It is effective for
selling sodas and pizza
(like Little Caesar's).
Word Magic
A catchy phrase or statement often used to
sell a service or a product
Selling the product through catchy phrasing
and slogans that stick in the consumer's
mind. Includes jingles.
Example: “Can you
Hear me now?”
Testimonial
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The celebrity
endorsement of a
philosophy,
movement, candidate,
or product.
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Example: Tiger
Woods, Roger
Federer, and Thierry
Henry for Gillette
razors
Transfer
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The use of symbols,
quotes, or images of
famous people to convey
a message not
necessarily associated
with them. We are
persuaded though the
INDIRECT use of
something we respect
such as a patriotic or
religious image.
Example: Chevy Truck Ad
“This is Our Country”
http://www.slate.com/id/2151143
Transfer
Transfer Continued
Good feelings, looks, or ideas transferred to the person for
whom the product is intended.
Sex Appeal
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Sex: Using attractive
models to convey the
idea that a product will
make you more
appealing.
Examples: Abercrombie &
Fitch clothes are similar
to GAP and Old Navy, but
A&F uses young, half
clothed models in nearly
all of its advertisements.
Calvin Klein has used
similar tactics
successfully.
Repetition
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The product name or slogan is repeated several
times within the advertisement.
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Example: Target ads display the Target symbol
numerous times
Emotional Words
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Words used to make
you feel strongly
about someone or
something
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Example: Use of the
word “Romance” in
Ralph Lauren
perfume and cologne
ads
Glittering Generalities
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Uses appealing words and
images to sell the product;
Generally accepted virtues are
used to stir up favorable
emotions. Words such as
“democracy,” “family values,”
“rights,” or “American” are
used in a positive sense.
Message- if you buy this item,
you will be using a wonderful
product, and it will change your
life
Example: Blue Bell ice cream’s
slogan, “Blue Bell homemade
ice cream tastes just like the
good old days!”
Glittering Generality
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Glittering generality: Highly
general, abstract statements
that can't really be proven. A
common application is when
advertisers claim they have the
best product for individual
needs.
• Examples: "Secure, safe and
stable. That's the advantage of
a Subaru. No other car on the
road is as reliable." "George
W. Bush will renew America's
promise and fight for freedom
here and abroad."
Name-Calling
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Ties a person or
cause to a
largely perceived
negative image.
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Example: AntiBush ad
commenting on
his intelligence
level.
Fear
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Presenting a dreaded circumstance of a choice or action.
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Example: NotEvenOnce.com ad promoted by the Montana Meth
Project. A recent study notes that this ad campaign has reduced
teen Meth use in Montana by 45%. This ads’ effectiveness has
prompted the Federal Government to run the ad in other states.
Plain Folks
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The candidate or cause is identified with common people
from everyday walks of life.
Example: Dove ads using real women to show sell their
firming cream