Publicity intended to spread ideas or information that will persuade or convince people to do or not do something. Relies on being transmitted to large numbers of people in order to achieve its goal of attitude manipulation. P

You are either with us or against us idea that appeals to an audience to join the majority of public opinion because everyone else is. Appeals to loyalty and nationalism Techniques to Persuade … 4 out of 5 dentists recommend… a “herd” mentality, following the crowd, or “counting heads” An employee caught pilfering says, “everyone else does it.”

People will do a lot of things when motivated by fear. “I better watch out, because this could harm me.” If you don’t use Dr. Smith’s face cleaning soap, you could end up like this with your face falling off too! Specific fears include communism, terrorism, crime, disaster, disease, overpopulation, discrimination, invasion of privacy TaserScare, Ford Tougher than bikes

Use attractive, but vague words that make speeches and other communications sound good, but in practice say nothing in particular. Usually appeal to emotions. ( dignity, freedom, fame, integrity, justice, love and respect.) “Coke is the real thing.” “We all want world peace.” America loves mom, apple pie, and Chevrolet.

For example: Skater/ Punk Environmentally unsafe Stingy / Scrooge Linking a person to a negative action, idea, or product in order to ruin the product or the person. Bush Ad – Risk, Kerry – Bush’s Mess

The use of personal experience to convince someone to do or buy something. He sold nothing for 5 months -- and then completely turned his business around in 3 days... "I used the methods you told me to use and for three days my phones been ringing! I sold over $3500 in goods and services in three days! Its the first time in 5 months that anyone had really purchased anything and to think I was just days away from giving up... Corey your advice saved my business plan and simple I can't thank you so much." - Preston Reuther Preston J. Reuther's School for Making Wire Jewelry Jarod Fogle for Subway

The use of personal experience to convince someone to do or buy something. Jeff Gordon - Pepsi Bill Cosby – Jello Pudding Shaq and Miss Piggy – Pizza Hut Derek Jeter – VISA card

 Aims to flatter  Makes assumption/ insinuation that this product/idea is better than others…  Thus, those that use it are too.  “Avant Garde” ahead of the times. The Ultimate driving machine

Opposite of Snob Appeal. When you like mom'n'pop-style 'plain folks'. Things you can do to achieve this include: Wear ordinary clothes. Especially avoid designer gear. Use simple words, simple grammar and short sentences. Pause, as if you have to think hard about words before speaking. When talking with a particular group of people, use their language. When you do things, do normal things. Be seen doing chores around the house. Go out running. Walk the dog. Play with your kids. Who doesn’t like hot dogs? A politician calls himself a “populist” or “man of the people” “In this time of change, government must take the side of working families.” (George Bush, address at the Republican National Convention, Sept. 3, 2004.

Words used that make you feel strongly about someone or something. Appeal to envy: fat cat appeal to fear: bully appeal to hate: Hitler appeal to pride – You’ll be proud to know that. Diamonds are forever.

Is using the names or pictures of famous people, but not direct quotes. Symbols are often used – flag, cross, Uncle Sam, Jews- Hitler. They want you to view something as positive or negative through association. The positive or negative association will “rub off” on the other person or group Politicians posing next to the flag, with troops, with veterans to appear patriotic

Repeating the name of the product at least four times throughout the advertisement; use of the same sound to start each word in a phrase. Bumblebee Tuna Meow Mix Cat food Cracker Jacks

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