Advertising: The Art of Persuasion &Propaganda

The use of images and/or text to promote or sell a product, service, image, or idea to a wide audience. Advertising is a marketing technique that is designed to persuade an audience. What is Advertising?

The process of moving goods or services from the producer to the consumer. It includes identifying consumer wants or needs; designing packaging, and pricing the product; and arranging for locations where the product will be sold. This includes promoting a product to a target audience. What is Marketing?

Cigarette ads used to make claims such as: “Retain your slender figure” “More doctors smoke camels” “Your mouth feels cleaner, your throat refreshed” Did you know...

The small print... "The thorough test of any cigarette is steady smoking. Smoke only Camels for the next thirty days... And see how mild Camels are, pack after pack... how well they agree with your throat as you steady smoke. See if you don't find Camel more enjoyable than any other cigarette you've ever smoked." Did you know...

The small print... "The further your cigarette filters the smoke through fine tobaccos, the milder that smoke becomes. At the first puff, PALL MALL's smoke is filtered further than that of any other leading cigarette....or 17 puffs - Pall Mall's greater length of fine tobaccos still travels the smoke further - filters the smoke and makes it mild." Did you know...

The small print... "Winston smokers believe that smoking should be fun. That means real flavor - full, rich, tobacco flavor - and Winston's really got it! This filter cigarette tastes good - like a cigarette should! Along with Winston's filter flavor, you get a filter that really does the job. The exclusive Winston filter works so effectively, yet lets you draw so easily and enjoy yourself so fully." Did you know...

Adapted from “Understanding Mass Media” by Jeffery Schrank Ads from and scriptorium.lib.duke.edu/adaccess/

Advertisers use claims and appeals to convince us to purchase their products. Let’s take a closer look at each and view some samples ads.

Testimonials (or Celebrity Endorsements) zFamous persons endorse a product-- although they are NOT qualified as experts. z Is Mike Piazza more of an expert on allergies than an average allergy sufferer? Is he an expert on allergies and the drugs that treat them?

Snob/ In Crowd Appeal zThe consumer will join the ranks of the elite by using the product zThe ad reads, “Extraordinary food for extraordinary dogs.” A dog will join the ranks of the elite by eating this dog food.

Sex appeal zSex is used to sell the product. z Images of attractive, sparsely dressed models or suggestive images may be used. zHere a model is used to sell shoes.

Appeal to authority zSimilar to testimonials. This selling device depends on a television star, an athlete, or other public personality to endorse an item. zUse of the product will make the consumer as wealthy, as famous, as talented, or as beautiful as the spokesperson.

Plain folks appeal zReverse snob appeal applies here. In these ads the intent is to appeal to the average person. zThis ad is geared toward women with average bodies. It wants these women to believe the company has created a product with just them in mind.

Bandwagon appeal zThis appeal works because most of us don’t want to stand out by being different, and we want what others have. zThe ad says that “Coke is the most asked-for soft drink in the world.”

Glittering Generalities zFocus on highly valued concepts and beliefs such as patriotism, peace, freedom, glory, and honor. zThese ads word to lower the guard of the audience so that they will accept information that is not adequately supported.

Repetition and Emotion zAdvertisers will use repetition to wear down your resistance. The barrage of political flyers, commercials, and banners is a form of repetition. zEmotional words are used to create a strong reaction in readers or viewers.

Scientific or statistical zThis kind of ad refers to some sort of scientific proof or experiments, to very specific numbers, or to an impressive- sounding mystery ingredient. z“Certs contains a sparkling drop of Retsyn.” What exactly is “Retsyn”?

zWhat scientific or statistical claim is being made here? Scientific or statistical

Complement the consumer zThis claim butters up the consumer with some sort of flattery. zThe ad reads, “[W]e specialise [European spelling] in the creation of individual cars, built to individual requirements, each as individual as it’s owner.” It’s trying to complement the consumer for being an individual.

Complement the consumer zIn what way does this ad complement the consumer?

zThis technique poses a question that is worded in such a way that the consumer’s answer affirms the product’s goodness or desirability. zThe ad reads, “Are you in?” It suggests that being “in” the car is what we should want. Rhetorical question

zWhat rhetorical question does this ad ask? Rhetorical question claim

Unfinished claim zThe unfinished claim suggests that a product is “better” or has “more”, but it does not finish the comparison. zThe ad says Plax removes more plaque than brushing alone, but it does not tell how much more.

Weasel word claim zWeasel words are used to make products seem special or unique. zSome of the most common weasel words are listed to the right.

zThe ad says Cascade gets dishes “virtually spotless”. The advertiser hopes we remember the word spotless and forget the word virtually. Weasel word claim

zWhat weasel word is used here? Weasel word claim