Transcript Propaganda Techniques in Advertising

Propaganda Techniques in
Advertising
ENGL 0349
04/11/13
Terms and Ideas
• Advertisement (Ad): a single print,radio,
television or Internet commercial
• Advertising Campaign: a series of
advertisements with a related theme and
message
Successful Advertising
• How can we measure the success rate of an
advertisement?
– Financial: Do more people use the product or
service because of the ad?
– Branding: Do more people know the company
because of the ad?
– Publicity: Do people talk about the ad? Is the
reaction positive or negative? Does it matter?
– Other?
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
Spoof: Colbert Report
Apple
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)
Source: http://liewyeeyee.blogspot.com/2010/10/got-milkcampaign-ad-from-all-famous.html
Allstate (Dennis
Haysbert)
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
Source: http://theinspirationroom.com/daily/2006/folgers-happy-morning/
• Volkswagen
• 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
• IPhone
5 Hour Energy
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
Internet Advertising
Facebook and Twitter
Sponsored Content
An article or post that looks like normal content, but was written
by an advertiser
Huffington Post
Huffington Post
regular content
sponsored content
Sponsored Content
Buzzfeed
Buzzfeed
regular content
sponsored content
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.
• White Flight/Black Flight
Detroit in
Ruins
Source: http://www.ritholtz.com/blog/2008/08/detroit-houses-1/
Chrysler, contd.
• During the 2011 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
Chrysler Profits and Losses
2009-2012
• 2009: ↓ $3.8 billion
• 2010: ↓ 652 million
– Januar-March 2010: ↓ $197 million year before
• *Superbowl ad airs February 6, 2011*
• January-March 2011: ↑ $116 million
• 2012: profits ↑ 80%
•
Sources: http://www.reuters.com/article/2012/10/29/chryslergroupllc-results-idUSL1E8LT93I20121029, http://www.prnewswire.com/news-releases/chrysler-groupreports-full-year-2011-net-income-of-183-million-138469349.html, http://www.thedetroitbureau.com/2010/04/chrysler-group-loses-3-8-billion-in-2009/,
http://www.mlive.com/auto/index.ssf/2011/06/chryslers_imported_from_detroi_1.html,