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.” WebQuest

Propaganda Any technique used to influence the actions and beliefs of people.

Advertising The action of attracting public attention to a product or business Slogan A word or phrase used by a business or any group to advertise its product or purpose

WHO DO WE SELL TO?? Target Audience- the group of people most likely to use a product Consumer- a person who purchases and uses food, clothing or any manufactured item

Advertising Techniques Sell, sell, sell!

“Are your teeth stained Bad Words Uses words to describe ugly, unpleasant situations that make you want to buy the product. “Are your teeth stained brown or yellow?”

Influences the public to believe that “everyone is doing it” Bandwagon Influences the public to believe that “everyone is doing it” “All my friends drink Capri Sun!”

Emotional/Transfer Appeals to the special feelings we have for family, friends, etc. Those happy feelings might transfer to the product. “Tickets to an Astro’s game = $50. Seeing your son catch the winning homerun ball = priceless!”

Glad Words Happy words that imply excellence or uniqueness are used. “Beautifully carved out of the most exquisite oak”

Humor Clever or funny situations that put buyers in a good mood. The humor is often in the pictures. The Snack Fairy

Institutional Doesn’t promote a product – it promotes the entire industry. “Beef – it’s what’s for dinner tonight!”

Name Calling Puts down or insults another product “Diet Coke drinkers reported a nasty after-taste.”

Permissible Lie Claims that their product is better than all others “The best suitcase on the market”

“Smart moms choose Jif Peanut Butter” Plain Folks Used for products which are designed for everyday living and keep families happy, well-fed, clean and within their budget. The “typical” American family, their pets and problems are highlighted. “Smart moms choose Jif Peanut Butter”

“Experienced teachers choose Professional Aimed at a specific group of professional people such as doctors or teachers. “Experienced teachers choose the EZ Grader!”

Used to promote education, disease prevention or a worthy cause Public Service Used to promote education, disease prevention or a worthy cause “Send in the pink lids from your yogurt, and Yoplait will make a donation to help fight breast cancer.”

Repitition Repeats the product name at least four times. Even if we don’t like the message, hearing it over and over can finally wear us down “Drink Tang! Tang tastes great! Tang has lots of vitamins! We love Tang!”

Snob Appeal 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. “Lexus – for those who enjoy luxury and can afford it!”

Stacking the Cards Promises fast and fantastic results that are seldom delivered. “White Strips will brighten your teeth by 5 shades in only 10 days”

“Four out of five dentists recommend Bright Smile Toothpaste.” Statistics Gives percentages, survey results, or other numbers to prove their product. The statistics are often misleading. “Four out of five dentists recommend Bright Smile Toothpaste.”

Technical Jargon Uses scientific words or technical terms to make the product seem better. “Our new face cream is made with anti-aging emollient infusing vitamins.”

Testimonial Involves a celebrity or psuedo- celebrity endorsing the product “Use the mouthwash that Chris Brown uses!”