Transcript Resource

Propaganda Techniques
Glittering Generalities
Positive
words to
describe
product.
Bandwagon
Shows a lot
of people
sleeping on
their
mattress
Implies that
a lot of
people use
this brand
Tries to
make point
that you
should join
the crowd
and not be
left out.
Testimonial
Famous
person
endorses
product.
Must be
instantly
recognized
by target
market.
Transfer
Associates
product with
idea/image that
audience will
have strong
emotional
feelings for—in
this case family
togetherness
and a family
vacation.
Repetition
Repeats
words or
images to
get them
ingrained
in
audience’s
mind.
Compare & Contrast
Compares
product to
competition.
May actually
name
competition or
may just say
“the other
leading brand.”
Before & After
Show
before/without
the product
and after/with
the product.
With/after the
product is
shown as
better.
Plain Folks
Shows
everyday,
ordinary people
using the
product.
Because the
people seem
like you, your
family or your
neighbors, you
think you would
like the product
because they
do.
Snob Appeal
Implies that the
product is for
people who only
want or deserve
the best.
Card Stacking
Appeals to
intellect by
making
statements that
sound like
facts to show
how the
product is
superior. Can’t
really prove the
statements
though.
Humor
Uses
humorous
scenes/ideas
to attact the
audience.