Propaganda

Propaganda “Their [the advertisers] purpose is to persuade us to believe in something or to do something that we would not normally believe or do.”

Propaganda Any technique used to influence the actions and the beliefs of people. http://www.bing.com/videos/search?q=cool+smoking+comercials&&view=detail&mid=FB09FA372BA1AB93C133FB09FA372BA1AB93C133&FORM=VRDGAR

Uses words to describe ugly, unpleasant situations that make you want to buy the product. http://www.bing.com/videos/search?q=progressive+commercial+bullying&&view=detail&mid=437573EACA192FAA41F0437573EACA192FAA41F0&FORM=VRDGAR http://www.bing.com/videos/search?q=mayhem+tailgating&&view=detail&mid=7D8FE6905C655E57E6A27D8FE6905C655E57E6A2&FORM=VRDGAR Negative Words

Happy words that imply excellence or uniqueness are used. http://www.bing.com/videos/search?q=chevy+truck+commercial&&view=detail&mid=F54FB048AC99546DE9C8F54FB048AC99546DE9C8&FORM=VRDGAR http://www.bing.com/videos/search?q=merecedes+commercial&&view=detail&mid=C7B6C99809F90FC167F4C7B6C99809F90FC167F4&FORM=VRDGAR Positive Words

Doesn’t promote a product – it promotes the entire industry. http://www.bing.com/videos/search?q=got+milk+commericals&&view=detail&mid=BCA4C4E3D771EE5379F9BCA4C4E3D771EE5379F9&FORM=VRDGAR http://www.bing.com/videos/search?q=pork+commericals&&view=detail&mid=0CC73EA1CB3179A793A60CC73EA1CB3179A793A6&FORM=VRDGAR Institutional

Name Calling Puts down or insults another product http://www.bing.com/videos/search?q=verizon+cell+phone+commercial&&view=detail&mid=F9A88E5321B236C8D132F9A88E5321B236C8D132&FORM=VRDGAR Name Calling

Permissible Lie Claims that their product is better than all others. http://www.bing.com/videos/search?q=true+results+commercial&&view=detail&mid=A9F82C30AA1FF75D5A8DA9F82C30AA1FF75D5A8D&FORM=VRDGAR Permissible Lie

Used for products which are designed for every day living and keeping families happy, well-fed, clean and within their budget. The “typical” American family, their pets and problems are highlighted. http://www.bing.com/videos/search?q=+jiff+commercial+2015&&view=detail&mid=E16E62EED8DE28A2289BE16E62EED8DE28A2289B&FORM=VRDGAR Plain Folks

Promotes the idea that their product is only for a select group of people. Choosing it reflects your good taste and helps you to be the very best. https://www.youtube.com/watch?v=uwOCOm9Z0YE Snob Appeal

Statistics Technical Jargon Gives percentages, survey results, or other numbers to prove their product. The statistics are often misleading. Technical Jargon Uses scientific words or technical terms to make the product seem better. http://www.bing.com/videos/search?q=toothpaste+commercial&&view=detail&mid=A5EDBA454F6F856041C8A5EDBA454F6F856041C8&FORM=VRDGAR

Rhetorical Fallacy An argument that does not make logical sense that is intended to distract the consumer. Ad hominem Exaggeration Stereotyping Categorical Claims https://www.youtube.com/watch?v=KZZniMtS3gw

Attacking an opponents character rather than answering his/her argument. https://www.youtube.com/watch?v=8liHWu2yYZQ&list=PLE44E565B9EAFD6EF Ad Hominem

A statement that represents something as better or worse than it really is. https://www.youtube.com/watch?v=40DykbPa4Lc Exaggeration

Over simplifying an image or idea of a particular type of person/thing. https://www.youtube.com/watch?v=Qd3PiBtk020 Stereotyping

Categorical Claims A categorical claim is a type of universalizing premise Categorical claims relate two groups (categories) of objects with one another “All monkeys eat bananas” This claim relates one group (monkeys) with another (banana eaters)

Categorical claims have some standard indicators: All, some, none, every, most, only All = every single one (no exceptions) Some = at least one Every = All = every single one (no exceptions) None = not a single one Most = at least one Only = there is nothing else that is included in the category

Examples All dogs go to heaven Some textbooks are extremely expensive Nobody was very late to class All cars built since 1998 are required to have front and side passenger airbags