Transcript Ad propaganda PP Propaganda in Adsx

Miss Harris’
Reading Class
Common propaganda techniques often
used in advertising
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Bandwagon
Emotional Appeal/Loaded Words
Testimonial/Expert Opinion
Plain Folks
Glittering Generalities (often Slogans or
Catchphrases)
Name Calling
Repetition
Bandwagon
A statement suggesting that everyone is
using a specific product, so you should too
 Persuading people to do something by
letting them know others are doing it
 Gives impression that you will be left out if
you don’t do what you are being persuaded
 Example: “See why so many women have
switched” (Shampoo advertisement)
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Why are these examples of
Bandwagon?
Emotional
Appeal
A person is made to have strong feelings
about a situation or product
 Loaded words that make people feel
strongly - love/hate, sympathy, fear.
 Sad Animal commercials
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Testimonial/Expert Opinion
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Using an expert or celebrity to sell or
support.
Experts approve this product, so you should
use it.
Ads using scientific sounding language to
make a product seem more effective.
“Studies show that….”
Sports figures promoting athletic gear, sports
drinks, or shoes.
Testimonial/Expert Opinion
These work because you feel like you can trust the
words of an expert or someone who is famous.
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Beyoncé drink Pepsi, shouldn’t you?
Four out of five dentists recommend Trident for their patients
who chew gum”
Buy these and you can play like LeBron & sound like Dre
Plain folk
Using ordinary people or trying to sound
ordinary to sell something or persuade you to
vote or support an idea.
Choosey moms
choose Jiff
Glittering Generalities
• Use vague, sweeping statements (often
slogans or simple catchphrases) using
language associated with values and beliefs
deeply held by the audience without providing
supporting information or reason.
• They appeal to such notions as honor, glory,
love of country, desire for peace, freedom,
and family values.
Glittering Generalities
The product’s slogan is so attractive that the audience loses
sight or doesn’t see its true meaning.
“Flavor adventures”
Slogan: “Can you hear me now?”
A catchy phrase or statement often used
to sell a service or a product.
Name-calling
Name calling saying bad things about your competitor
Negative words are used to create an unfavorable opinion of
the competition in the viewer's mind.
Repetition: The name of a product is
repeated many times
How many times can you use the word “Fresh?”
Quick Review







Bandwagon
Emotional Appeal/Loaded Words
Testimonial/Expert Opinion
Plain Folks
Glittering Generalities (often Slogans or
Catchphrases)
Name Calling
Repetition