Transcript Propaganda
Propaganda
More effective than you think!
Purpose of Propaganda
to accept a particular belief or opinion,
to adopt a certain behavior or to
perform a particular action
benefits the sponsor
appeals to emotions not the intellect
Propaganda Techniques
the use of a variety of communication
techniques that create an emotional
appeal
Testimonial/ Endorsement
a famous or regular person claims to
have used the product successfully
Jennifer Hudson for Weight Watchers
a famous person lends their name or
face to sell a product
Eli Manning for Citizens Watch
Glittering Generalities
using attractive words without
mentioning details
“With a name like Smuckers… it has to be
good”
Transfer
using words or images that will get your
feelings about one thing transferred to
another, especially feelings of patriotism,
love, wealth, or faith
George Washington driving a Dodge
Challenger
Plain Folk
using the appeal of everyday looking
people who understand your needs in
ads
Volkswagen Passat “Darth Vader”
Commercial
Bandwagon
appeal to a person’s need to be a part of
what everyone else is doing
“Don’t be the last to know!”
Name Calling
using negative words to convince the
consumer to buy one product over
another
“I’m a MAC. “I’m a PC”
Awards/Urgency
a promise of something discounted or
free if the consumer buys within a limited
time
“Buy one, get one free!”
Appeal to the Emotion
the strategy of appealing to one’s
emotions, often fear, instead of logic and
reason
Allstate – “Mayhem is everywhere. Are
you in good hands?”
Scientific Approach/
Statistics
presenting statistics and scientific
wording to persuade an audience
“Kills 99.9% of bacteria!”
Repetition
the act of repeating a statement to
reinforce it
“Head-On!”
Beggin Strips!
“I’m a MAC. “I’m a PC”
Understanding the use of
Propaganda
save money
assist in making better decisions
help distinguish between fact and
opinion
aid in persuading others