1. Mastering the Propaganda Techniques
Bandwagon??
Name Calling??
Emotional Appeal??
Glittering Generalities??
Transfer??
Testimonial??

2. What is propaganda?
Propaganda is a technique used to influence people’s opinions.
Propaganda can be used in many ways – to try to get people to buy products, to encourage people to vote or not to vote for someone, or to influence people to think in a certain way.
There are several propaganda techniques. The following six are ones we will be looking at more closely: Bandwagon, Testimonial, Emotional Appeal, Name Calling, Glittering Generalities, and Transfer.

3. Bandwagon Technique
This technique tries to persuade people to do something because everyone else is doing it.
Since no one wants to be left behind, this technique is normally successful.
Examples:
Recycle. Everybody is doing it!
Everyone in Philadelphia is supporting Obama. Shouldn’t you be part of the winning team?

4. Testimonial Technique
This technique involves using a third party to endorse a product. This third party is normally an important or famous person.
Examples:
Aaron Rodgers, from the Green Bay Packers, was on the Wheaties cereal box.
Justin Bieber was used in a commercial to promote Macy’s Black Friday Sale

5. Emotional Appeal
With this technique, people are influenced to feel a certain way – such as fearful, sad, or joyful.
Emotions that people feel can be positive or negative.
Examples:
The SPCA commercial which uses sick, sad-looking puppies to influence people to feel bad and donate.
A brochure showing shadowy figures and a burglarized house that scares people into buying an alarm system.

6. Name-Calling
This technique is used when a person, product, company, or idea is called something negative or receives a put-down.
This technique is always negative.
Examples:
A billboard for McDonalds, saying McDonalds coffee tastes better than Starbucks coffee.
Using words such as loser, terrorist, bum, communist.

7. Glittering Generalities
This technique is used to make products or ideas shine! Positive words and phrases are used like delicious, patriotic, low-fat, shiny, and new.
This technique is the opposite of name-calling and is always POSITIVE.
Examples:
A new car advertisement says the car is gleaming, spotless, runs beautifully, and is low-priced. It doesn’t mention the broken cd player or the windows that don’t roll down.
Ads which use virtue words such as freedom, happiness, better, or new.

8. Transfer
This technique is very common and is used to link something well-liked to a product, so that people buy that product.
Symbols are commonly used such as the American flag.
Examples:
On TV commercials, actors in white coats say “9 out of 10 doctors use this cough syrup.”
On the girl scout cookie box, the American flag is next to the girl scout logo.

9. Guided Practice: Ad for Benny’s Banana Shake
1) “Hi, I’m Doctor Bill, and I live off Benny’s Banana Shake. They are made from delicious, locally grown bananas and are delightfully healthy!” 2) Everyone has been walking around with a Benny’s Banana Shake. Don’t be the only one walking around empty-handed. 3) These shakes are better than Gatorade! Gatorade is unhealthy and doesn’t have real fruit. 4.) Benny’s Banana Shakes are low fat, low in sugar, naturally made, and delicious. After drinking one of these shakes, you will feel like a million dollars!

10. Propaganda Techniques in Magazine Advertising
On the following sixteen slides, you will be shown a real magazine advertisement displaying at least one propaganda technique.
Identify the technique(s) used and explain why.

11. 1. What propaganda technique is used?
Bandwagon

12. 2. What propaganda technique is used?
Transfer

13. 3. What propaganda technique is used?
Testimonial

14. 4. What propaganda technique is used?
Emotional Appeal

15. 5. What propaganda technique is used?
Transfer

16. 6. What propaganda technique is used?
Glittering
Generalities OR
Emotional
Appeal

17. 7. What propaganda technique is used?
Testimonial & Bandwagon

18. 8. What propaganda technique is used?
Name-Calling

19. 9. What propaganda technique is used?
Emotional
Appeal

20. 10. What propaganda technique is used?
Transfer

21. 11. What propaganda technique is used?
Emotional
Appeal

22. 12. What propaganda technique is used?
Testimonial

23. 13. What propaganda technique is used?
Transfer

24. 14. What propaganda technique is used?
Name-Calling

25. 15. What propaganda technique is used?
Glittering Generalities

26. 16. What propaganda technique is used?
Transfer