Advertising Techniques What creates the need? “Buy it for me now!”

Propaganda Techniques used to influence opinions, emotions, attitudes or behavior The purpose is to persuade the intended audience to think/behave in a certain manner

Recognizing Propaganda Techniques (ads often use more than one) Bandwagon Testimonial/Celebrity Spokesperson Emotional Words Glittering Generalities Card Stacking Name Calling Plain Folk Snob Appeal Expert Opinion Facts/Figures/Statistics Patriotic Appeal Logical Appeal Repetition

Bandwagon persuasive technique that invites you to join the crowd. ▫ Everybody’s doing it!

For Example: A friend convinces another friend to go to a party by saying, “Everyone is going to be there! Youll be laughed at if you don’t go, too!”

Example: Be where the action is. Shop at Hang-out Mall.

Testimonial/Celebrity Spokesperson In this technique, famous people promote an item and draw attention to a product Transfers admiration/respect for a celebrity to a product Product can be inside or outside the celebrity’s particular field ▫ Musical artists ▫ Sports giants ▫ Actors/actresses

Example: Testimonial/Celebrity Spokesperson

Emotional Words Using words based on the connotations associated with them May be Positive to draw you in ▫ luxury ▫ beautiful ▫ paradise ▫ economical May be Negative to gain your sympathies ▫ starving ▫ abandoned ▫ hopeless

“paradise” Ad with emotional words

Glittering Generalities Using words/phrases that sound good but have no real value or meaning - “Glittering” because it’s falsely attractive Examples: ▫ The Acura automobile slogan, “Advance.” ▫ “A growing body of evidence suggests…” ▫ Propel Water sells itself as the fitness water. Its current slogan is “Fit has a feeling.”

Card Stacking Only presents information that is positive about a product and omits negative information

Name - Calling Using selected words to give a negative impression of your opponent/competition Used by politicians and product companies Example

Plain Folk Appeal Appeals to ordinary/common people Like a good neighbor …

Snob Appeal You “have arrived” if you use/buy this product It makes you a part of the “elite” Because the product is “the best” you will also be “the best” when you have it Opposite of Plain Folk Appeal BMW The Ultimate Driving Machine

Expert Opinions Ads use experts such as doctors, dentists, engineers, fitness trainers to say that they recommend this product. ▫ Example: 4 out of 5 doctors prescribe Bayer aspirin

Facts and Figures / Statistics In this persuasive technique, numbers, tables, and graphs are used to show a product’s superiority ▫ An advertisement might read, “This product kills 99% of the germs...”

Patriotic Appeal Expresses support of or loyalty to your country … built American tough

Logical Appeal Advertisers try to convince you to make the right decision, smart decision, or best choice in purchasing their product It makes sense to buy this ▫ Choosy moms choose JIF ▫ Save time and money with this ▫ Shop smart, buy here

Logical appeal – smarten up

Repetition Words or phrases in an advertisement are repeated several times for effect. ▫ gets your attention ▫ stresses a slogan or product ▫ helps you remember the product or ad

Repetition  What is repeated in this ad?

Example “Head-on, apply directly to the forehead. Head-on, apply directly to the forehead.” Click on the ad to view commercial