Propaganda More effective than you think!. Purpose of Propaganda  to accept a particular belief or opinion, to adopt a certain behavior or to perform.

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Presentation transcript:

Propaganda More effective than you think!

Purpose of Propaganda  to accept a particular belief or opinion, to adopt a certain behavior or to perform a particular action  benefits the sponsor  appeals to emotions not the intellect

Propaganda Techniques  the use of a variety of communication techniques that create an emotional appeal

Testimonial/Endorsement  a famous or regular person claims to have used the product successfully Jennifer Hudson for Weight Watchers  a famous person lends their name or face to sell a product Eli Manning for Citizens Watch

Glittering Generalities  using attractive words without mentioning details “With a name like Smuckers… it has to be good”

Transfer  using words or images that will get your feelings about one thing transferred to another, especially feelings of patriotism, love, wealth, or faith George Washington driving a Dodge Challenger George Washington driving a Dodge Challenger

Plain Folk  using the appeal of everyday looking people who understand your needs in ads Volkswagen Passat “Darth Vader” Commercial Volkswagen Passat “Darth Vader” Commercial

Bandwagon  appeal to a person’s need to be a part of what everyone else is doing “Don’t be the last to know!”

Name Calling  using negative words to convince the consumer to buy one product over another “I’m a MAC. “I’m a PC”

Awards/Urgency  a promise of something discounted or free if the consumer buys within a limited time “Buy one, get one free!”

Appeal to the Emotion  the strategy of appealing to one’s emotions, often fear, instead of logic and reason Allstate – “Mayhem is everywhere. Are you in good hands?”“Mayhem is everywhere. Are you in good hands?”

Scientific Approach/ Statistics  presenting statistics and scientific wording to persuade an audience “Kills 99.9% of bacteria!”

Repetition  the act of repeating a statement to reinforce it “Head-On!” Beggin Strips! “I’m a MAC. “I’m a PC”

Understanding the use of Propaganda  save money  assist in making better decisions  help distinguish between fact and opinion  aid in persuading others