The spreading of ideas, information, or rumor to help or injure an institution, a cause, or a person.
To sell stuff. To convince people to do something. To encourage people to support an idea.
Many different techniques are used. Some methods are obvious One can clearly see how the advertiser is trying to manipulate Some methods are more subtle It may be a more subconscious attempt to manipulate Often many techniques are used in the SAME piece!
Changes someone’s mind toward the advertised product / belief. If you feel the sudden urge to buy a new mop or something you “just don’t need,” that is probably strong propaganda!
Not much… Both seek to persuade an audience. Advertising – to buy stuff Propaganda – to do / believe stuff
Ethical appeal To convince the audience by showing the credibility of the author. Which is a better source? Bob’s Web Site of all this Medical Stuff Harvard Medical School’s Site
Emotional appeal Persuading by appealing to emotion Make you feel a certain way in order to get you to do something!
Logical appeal Uses the art of logical reasoning Inductive or deductive reasoning to convince It is the “right” thing to do.
The advertiser encourages one to buy their “product” by sending the message that…. Everybody’s in favor of it…so why don’t you Join the crowd…everyone’s doing it
Doctors and cigarettes
Minute Maid – Wilkins
The advertiser encourages one to buy their “product” by sending their message through…. Images of simple, down-to-earth people…just like you and me. If these ordinary people buy this stuff, I should too!
Fontaine
Nike - Dribbling
The advertiser encourages one to buy their “product” by sending the message that…. Distort or omit facts Tell half-truths.
Cigarettes are good!
Marine Recruiting
The advertiser encourages one to buy their “product” by sending the message that…. Play on people’s emotions and promote the advertised idea. Usually rely on evoking fear of a perceived enemy.
Special Olympics
Nike - Courage
Willie Horton Ad
Nike – Leave it on the field
The advertiser encourages one to buy their “product” by sending their message through…. Stereotyping ideas or people with a bad label.
The advertiser encourages one to buy their “product” by sending the message that…. The enemy is purely evil, menacing, and aggressive. Removes all ambiguity as to whom the public should hate. Enemy may be portrayed as a hairy beast or the devil himself.
The advertiser encourages one to buy their “product” by sending the message through the use of…. “Good” labels democratic, patriotic, amazing, beautiful, and exciting Are unsupported by facts.
Sham Wow!
The advertiser encourages one to buy their “product” by sending the message through…. Memorable phrases that unite a group. For example, “Remember the Alamo” or “Remember the Maine.” “Just Do It”
“I Like Ike!”
The advertiser encourages one to buy their “product” by sending the message that…. If a famous person uses the product, then it is good enough for me! I love that celebrity. If he or she loves the product, then I will too!
Norris and Huckabee
The advertiser encourages one to buy their “product” by sending the message that…. If one buys the product, he or she will be similar to the celebrity in that commercial. He or she can “be like Mike.”
Apolo Anton Ohno Michael Phelps Michael Jordan
Mr. Norris and Mountain Dew
Guitar Hero
Armstrong #1
The advertiser encourages one to buy their “product” by sending the message that…. Only the richest, most important, or most discerning people like this idea or product. If one buys the product, clearly he or she is among the “elite.”
Grey Poupon
Fancy Feast CAT Food
The advertiser encourages one to buy their “product” by sending the message that…. Doing so is a patriotic act. If one is a true patriot or loyal to his or her country, he or she would buy the product.
US Army Recruiting
The advertiser encourages one to buy their “product” by sending the message that…. Involve the use of humor. The enemy is the “butt” of jokes.
Fed Ex – Funny!
Donald Duck – Der Fuehrer