What is Advertising?

Propaganda Techniques used to influence opinions, emotions, attitudes or behaviour. The purpose is to benefit the sponsor. It appeals to the emotions not the intellect. The purpose is to persuade.

Characteristics of Propaganda In advertising the purpose is to claim “superiority” in order to sell product. Weasel Words: tackles, comforts, refreshes, fights, helps, virtually… Makes audience believe in something or want to do something.

Recognizing Propaganda Techniques Bandwagon Testimonial Snob Appeal Plain Folks Patriotism Evidence Claims Glittering Generalization

More Propaganda… Transfer Slogan Wit and Humor Rewards Name-Calling Big Lie Scapegoat

Bandwagon persuasive technique that invites you to join the crowd. “Everybody’s doing it!” Often uses weasel words As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate. A bandwagon is a high, ornate wagon in which a band rides as in a circus parade. Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along. Beware of this technique. It’s a lot easier to be joiner than to stand alone. Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate

Testimonial Statement endorsing an idea/product by a prominent person. Usually endorsed by: Musical artists Sports giants Actors/ actresses A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful If a product 8s

Snob Appeal Aims to flatter Makes assumption/ insinuation that this product/idea is better than others… …thus, those that use it are too!

Plain Folks Opposite of Snob Appeal Identifies product/idea found in the local community. Practical product for ordinary people.

Patriotism Purchase will display love of country or community. Purchase will financially help the community.

Evidence Claims Facts and Figures – statistics to prove superiority. Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. Hidden Fears – suggests that user is safe from some danger.

Glittering Generalization Weasel words used. Reveals a necessity for all within intended audience. “Glittering” because it’s falsely attractive.

Transfer Positive feelings & desires are connected to a specific product. Often Focuses On: Sex Appeal Love/ Popularity Fame Wealth Power Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone. Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention. Fame – You will gain fame (attention) if you use this. Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for. Power- This will give you power over people. You’ll have an “edge” over others.

Slogan A catchword or phrase loaded with emotion Often sells through repetition Clever and easy to remember

Engaging Techniques: Wit and Humor – diverts audience and gives a reason to laugh often. Rewards – bonus awarded to consumer for purchase (toys, coupons, free product, etc.)

Name - Calling Intent is to damage opponent It also arouses suspicion of opponent Intention is to create an uneasy feeling

Big Lie Captures attention because it’s so outrageous Somehow staggers audience into believing it

Scapegoat A person carrying the blame for others Mostly used in the political arena Wins audience through association or sympathy

Buyer Beware… Be a conscientious consumer Know what devices are trying to influence you Make an informed decision