Miss Harris’ Reading Class Propaganda in Advertising Miss Harris’ Reading Class

Common propaganda techniques often used in advertising Bandwagon Emotional Appeal/Loaded Words Testimonial/Expert Opinion Plain Folks Glittering Generalities (often Slogans or Catchphrases) Name Calling Repetition

Bandwagon A statement suggesting that everyone is using a specific product, so you should too Persuading people to do something by letting them know others are doing it Gives impression that you will be left out if you don’t do what you are being persuaded Example: “See why so many women have switched” (Shampoo advertisement)

Why are these examples of Bandwagon?

Emotional Appeal A person is made to have strong feelings about a situation or product Loaded words that make people feel strongly - love/hate, sympathy, fear. Sad Animal commercials

Testimonial/Expert Opinion Using an expert or celebrity to sell or support. Experts approve this product, so you should use it. Ads using scientific sounding language to make a product seem more effective. “Studies show that….” Sports figures promoting athletic gear, sports drinks, or shoes.

Testimonial/Expert Opinion These work because you feel like you can trust the words of an expert or someone who is famous. Beyoncé drink Pepsi, shouldn’t you? Four out of five dentists recommend Trident for their patients who chew gum” Buy these and you can play like LeBron & sound like Dre Show LeBron commercial

Plain folk Using ordinary people or trying to sound ordinary to sell something or persuade you to vote or support an idea. Choosey moms choose Jiff

Glittering Generalities Use vague, sweeping statements (often slogans or simple catchphrases) using language associated with values and beliefs deeply held by the audience without providing supporting information or reason. They appeal to such notions as honor, glory, love of country, desire for peace, freedom, and family values.

Glittering Generalities The product’s slogan is so attractive that the audience loses sight or doesn’t see its true meaning. “Flavor adventures”

Slogan: “Can you hear me now?” A catchy phrase or statement often used to sell a service or a product.

Name calling saying bad things about your competitor Negative words are used to create an unfavorable opinion of the competition in the viewer's mind. Who is Burger King taking a shot at here? Who is well known for having a secret sauce on their hamburgers? (McDonald’s)

Repetition: The name of a product is repeated many times Head on How many times can you use the word “Fresh?”

Quick Review Bandwagon Emotional Appeal/Loaded Words Testimonial/Expert Opinion Plain Folks Glittering Generalities (often Slogans or Catchphrases) Name Calling Repetition