Transcript Propaganda Techniques in Advertising

Propaganda Techniques in
Advertising
ENGL 0349
11/7/12
Name Calling
• Use negatively-charged names for competition
• Create a sense of fear and mistrust in the consumer
• Examples of negatively-charged language: foreign, big
business, corporate, used, Washington insider
• Bottom Line: You can’t trust the other guy; we’re the only safe
product out there
Examples
Samsung vs. Apple
Mac vs. PC
Source:http://bryanerogers.wordpress.com/2008/11/20/mcdonalds-vsburger-king/
Transfer
• Associate the product with a symbol people respect
• Example: American flag, bald eagle
• Bottom line: the positive feelings for the symbol will transfer
to the product
Examples
Source: http://www.adweek.com/adfreak/adfreaks-top-50-stories-2011-no-40-31-137273
Apple
Spoof: Colbert
Report
Generalities
• Use vague-yet-positive words for their product
• The descriptives are broad enough so many people can attach
many different meanings to them
• Examples: American, democratic, long-lasting, Christian,
progress, change, hope, at last
• Bottom Line: This product is anything and everything you
want it to be.
Examples
Source: http://livingthebalancedlife.com/2011/4-ways-to-be-like-theenergizer-bunny/
• Bounty paper towels
Testimonials
• Use celebrities to sell the product
• Because of our celebrity-obsessed culture, we believe
whatever they use, is the best.
• Most often, celebrities are not experts in what they are
endorsing (and are paid huge sums to endorse it).
• Bottom line: If this famous person likes it, so should you
Source: http://www.bambootrading.com/proddetail.asp?prod=4576
Examples
Capital One (Alec
Baldwin)
Allstate (Dennis
Haysbert)
Source: http://liewyeeyee.blogspot.com/2010/10/got-milkcampaign-ad-from-all-famous.html
Plain Folks
• Appeal to the “common man”
• Because so many people distrust large corporations,
advertisers will focus on the “normal folk” aspect of the
company by:
– Showcasing the factory workers
– Emphasizing a common human trait/quality
• Bottom line: We’ just like you, so buy our product
Examples
• Volkswagen
Source: http://theinspirationroom.com/daily/2006/folgers-happy-morning/
• General
Electric
Card Stacking
• Distort the evidence, tell half-truths, or outright lie
• Make vague claims that are appealing
• Bottom line: do and say anything to get the consumer to buy
the product, even if it isn’t true
Source: http://www.ftc.gov/speeches/starek/koreaweb.shtm
Examples
Source: http://www.guardian.co.uk/media/2012/oct/24/dior-mascara-natalie-portman-ad-ban
• 5 Hour Energy
• IPhone
Bandwagon
• Imply that using the product
will make a person
beautiful/popular/smart etc.
• Bottom line: Buy this and
your life will better!
Source: http://info.typepad.com/works/2008/02/svedka-jumps-on.html
Examples
• NFL Mobile
• Trojan
Source: http://www.gettheworldmoving.com/blog/dont-get-left-behind
Mascot
• Use an animal or other object that is instantly recognizable
and will remind the consumer of the product
• Bottom line: find a way to make the brand more memorable
Source: http://www.theawl.com/2011/03/other-comedians-aflac-could-hire-to-do-the-voice-ofthe-aflac-duck
Examples
• Allstate
Source: http://life-insuranceoninfo.blogspot.com/2012/09/geico-now-insuring-best-of-life.html
Buzzworthy
• Create an ad that will get people talking, even
if it has nothing to do with the product
• Bottom Line: As long as people talk about it,
it’s good for the company
Old Spice
Apple Macintosh
Study: Chrysler
• From the early part of the 20th century, Detroit, Michigan was
the capital of auto manufacturing in the US, earning it the
nickname “Motor City.”
– Ford, Chrysler and Dodge located their manufacturing
plants in the city.
• Detroit was also the site of Motown Records, a highly
influential record company
• From the 1900s-1970s, Detroit’s architecture and artistic
culture thrived
Detroit Architecture
Source: http://www.internationalmetropolis.com/2005/12/19/photo-du-jour-december19-2005-three-years-of-slumpy/
Source: http://blog.historictype.com/category/art-deco/
Chrysler, contd.
• Detroit was, and remains, one of the most racially segregated
cities in the US. It was the site of several violent protests
during the Civil Rights Era.
• When gas prices skyrocketed in the 1970s and imported cars
became popular, Detroit began a decades-long decline.
• The recession in 2008 practically destroyed what was left of
Detroit. Many viewed it as a city that would never recover.
Source: http://www.ritholtz.com/blog/2008/08/detroit-houses-1/
Detroit in
Ruins
Chrysler, contd.
• During the 2009 Superbowl, Chrysler aired the following
commercial. It was considered one of the best of the night,
and completely changed the perception of the country.
Windy City = Chicago
Sin City = Las Vegas
Emerald City = magical city in Wizard of Oz
Imported from Detroit