1. Advertising Strategies
Rhetoric:
Advertising Strategies

2. What is propaganda? A means of convincing people:
to buy a certain product
to believe something or act in a certain way
to agree with a point of view

3. Common persuasive techniques often used in advertising
Bandwagon
Loaded words /Glittering Generalities
Testimonials
Plain Folks
Snob Appeal
Misuse of Statistics
Card Stacking
Slogans
Avant Garde

4. Bandwagon
A statement suggesting that everyone is using a specific product, so you should, too!
Being “in the group” makes you feel secure.

5. The bandwagon effect created these fine internet sensations…..

6. Bandwagon Examples

7. Bandwagon Examples

8. Example

9. Loaded Words and Glittering Generalities
Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group).
Loaded Words can also be Glittering Generalities
Glittering Generalities=Words that “glitter” but give no details about the product.

10. Loaded Words and Glittering Generalities
“NEW IMPROVED FORMULA”

11. Example

12. Loaded Words

13. Loaded Words……

14. Loaded Words
Loaded words are used to appeal to ___________.

15. Testimonial
A well-known person or a previous customer supports a product or service

16. Example

17. Testimonial from customer

18. Example

19. Testimonials work!

20. Testimonials
Testimonials are used primarily as an appeal to __________.

21. Plain Folks When a company tries to show it is “just like you”
Persuasive device especially favored by politicians!
Target Audience?

22. Example
Subway: Weight Loss Advertisement

24. Example

25. Plain Folk

26. Plain Folk Political Ad…

27. Plain Folk Ad

28. Snob Appeal
Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else-- especially since other people can't afford it.“
Target Audience?

29. Example

30. Snob Appeal Ad…

31. Example

32. Snob Appeal

33. Misuse of Statistics
using statistics selectively to give a more favorable view of your product

34. Example of Misuse of Statistics

35. This is an ad that riled AT&T

36. They added their land lines in this map!
AT&T’s replies in an ad that gives their version of the map….. Why the big difference? Hmmmm…
They added their land lines in this map!

37. Example
“Four out of five dentists recommend sugarless gum for their patients who chew gum”

38. Misuse of Statistics
Misuse of statistics is an appeal to ___________.

39. CARD STACKING
Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information.
Omitting relevant facts.

40. That 16oz bottle actually has 180 calories
Card Stacking – making the Coke look just a little better for the uninformed!
That 16oz bottle
actually has
180 calories
Not bad! Right?

41. Slogan
A catchy phrase or statement often used to sell a service or a product

42. Example

43. Example

44. Example

45. Example
They’re
GRRRRRRREAT!

46. Avant Garde
The suggestion that using this product puts the user ahead of the times.
Target Audience?

47. Avante Garde

48. Avante Garde