The use of a variety of communication techniques and emotional appeals that manipulate the audience: To accept a particular belief or opinion To adopt a certain behavior To perform a particular action Propaganda

In a culture where we are bombarded with other people, images, and influences trying to define us, how do we make decisions for ourselves?

Historical Propaganda  The great masses of the people will more easily fall victim to a big lie than to a small one. – Adolf Hitler Mein Kampf Victory or Bolshevism

Fundamentals Propaganda is information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc. Bias is a personal and often unreasoned judgment for or against one side or perspective in a dispute. Assertion is an enthusiastic or energetic statement presented as a fact, although it is not necessarily true. They often imply that the statement requires no explanation or back up, but that it should merely be accepted without question. Assertions are commonly used in advertising and propaganda.

Examining Types of Propaganda in Advertising

Bandwagon  The idea that everybody else is doing it, or everyone supports this person or cause, so you should too.  Bandwagon plays off the human desire to be accepted.  Example: Coca-Cola Ads portray young people having fun at a party  Commercial: TruthTruth

Bandwagon  Key words to watch:  Everyone  Ours  Yours  We  Us  Don’t miss out!  Sweeping the Nation  Call or Act Now!  What are you waiting for?  Join the sensation!  Commercial: Old spiceOld spice

Testimonial  The celebrity endorsement of a philosophy, movement, candidate, or product.  Example: Tiger Woods for Gillette razors  Commercial: Legion of Super fans Legion of Super fans Payton Manning Nation Wide

Card stacking  Presenting information that is positive to an idea or proposal and omitting information contrary to it.  It is dangerous because it omits important information.  The best way to deal with card stacking is to know more about the product and get more information.  Commercial: Citizen Soldier

Transfer  The use of words or symbols that will transfer your feelings about one image to the product being sold.  Types of Transfer  Patriotism  Sex Appeal  Love or Popularity  Power and Fame  Money and Wealth  Perfume : Charlize Perfume : Charlize

No Product Connection in Transfer  Often, there are no clear representational connections in contemporary advertising.  One of the common traits of print advertising selling the sexual appeal of a product.  Example: Hyundai selling their car as a “hot” item for someone’s garage.

Repetition  The product name or slogan is repeated several times within the advertisement.   Commercial: Fitbit Example: Target ads display the Target symbol numerous times

Emotional Words  Words used to make you feel strongly about someone or something  Example: Use of the word “Romance” in Ralph Lauren perfume and cologne ads  Commercial : Audi Commercial : Audi  Commercial: Coke Coke

Glittering Generalities  Uses appealing words and images to sell the product. Generally accepted virtues are used to stir up favorable emotions.  Words such as democracy, family values, rights, or American are used in a positive sense.  If you buy this item, you will be using a wonderful product, and it will change your life.  Example: Blue Bell ice cream’s slogan, “Blue Bell homemade ice cream tastes just like the good old days!”  Progress: Grandma Progress: Grandma  Melting Snowman Melting Snowman

Name-Calling  Ties a person or cause to a largely perceived negative image.  Sarcasm and ridicule are used often in political advertisements.  Example: Progresso and Select Harvest  Commercial: PhonesPhones

Fear  Presenting a dreaded circumstance of a choice or action.  Example: NotEvenOnce.com ad promoted by the Montana Meth Project.  A recent study notes that this ad campaign has reduced teen Meth use in Montana by 45%. This ads’ effectiveness has prompted the Federal Government to run the ad in other states. Commercial : Meth: Meth

Lesser of Two Evils  Tries to convince the audience of an idea or proposal by presenting it as the least offensive option.  One idea or proposal is often depicted as one of the only options or paths.  Example: Adolf Hitler in British and American WWII Propaganda Posters

Plain Folks  The candidate or cause is identified with common people from everyday walks of life.  Some ads may use imperfect pronunciation, dialect, stuttering, and a limited vocabulary.  Example: State Farm advertisement showing a dad and son getting ready for a black tie event