Propaganda Techniques in Advertising ENGL /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: burger-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 Spoof: Colbert Report Apple Source:

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 Bounty paper towels Source: energizer-bunny/

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:

Examples Capital One (Alec Baldwin) Allstate (Dennis Haysbert) Source: campaign-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 General Electric General Electric Source:

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:

Examples IPhone 5 Hour Energy IPhone 5 Hour Energy Source:

Bandwagon Imply that using the product will make a person beautiful/popular/smart etc. Bottom line: Buy this and your life will better! Source:

Examples NFL Mobile Trojan Source:

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: the-aflac-duck

Examples Allstate Source:

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 regular content Huffington Post sponsored content

Sponsored Content Buzzfeed regular content Buzzfeed sponsored content

Study: Chrysler From the early part of the 20 th 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: three-years-of-slumpy/ Source:

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

Source: Detroit in Ruins

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 = ChicagoSin City = Las Vegas Emerald City = magical city in Wizard of Oz Imported from Detroit

Chrysler Profits and Losses : ↓ $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: reports-full-year-2011-net-income-of-183-million html, reports-full-year-2011-net-income-of-183-million htmlhttp://