1. What is Advertising?

2. Propaganda
Techniques used to influence opinions, emotions, attitudes or behaviour.
The purpose is to benefit the sponsor.
It appeals to the emotions not the intellect.
The purpose is to persuade.

3. Characteristics of Propaganda
In advertising the purpose is to claim “superiority” in order to sell product.
Weasel Words: tackles, comforts, refreshes, fights, helps, virtually…
Makes audience believe in something or want to do something.

4. Recognizing Propaganda Techniques
Bandwagon
Testimonial
Snob Appeal
Plain Folks
Patriotism
Evidence Claims
Glittering Generalization

5. More Propaganda… Transfer Slogan Wit and Humor Rewards Name-Calling
Big Lie
Scapegoat

6. Bandwagon persuasive technique that invites you to join the crowd.
“Everybody’s doing it!”
Often uses weasel words
As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate.
A bandwagon is a high, ornate wagon in which a band rides as in a circus parade.
Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along.
Beware of this technique. It’s a lot easier to be joiner than to stand alone.
Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate

7. Testimonial Statement endorsing an idea/product by a prominent person.
Usually endorsed by:
Musical artists
Sports giants
Actors/ actresses
A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful
If a product 8s

8. Snob Appeal Aims to flatter
Makes assumption/ insinuation that this product/idea is better than others…
…thus, those that use it are too!

9. Plain Folks Opposite of Snob Appeal
Identifies product/idea found in the local community.
Practical product for
ordinary people.

10. Patriotism Purchase will display love of country or community.
Purchase will financially help the community.

11. Evidence Claims Facts and Figures – statistics to prove superiority.
Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective.
Hidden Fears – suggests that user is safe from some danger.

12. Glittering Generalization
Weasel words used.
Reveals a necessity for all within intended audience.
“Glittering” because
it’s falsely attractive.

13. Transfer Positive feelings & desires are connected to a specific product.
Often Focuses On:
Sex Appeal
Love/ Popularity
Fame
Wealth
Power
Sex Appeal if you use this product you be more attractive to members of the opposite sex. You will look sexy to everyone.
Love or Popularity- This will make everyone love you and like you. You will be popular and a trend setter. Watch out for this one. Everyone likes attention.
Fame – You will gain fame (attention) if you use this.
Wealth-by having this product you will appear wealthy. The wealthy and affluent use this. You get what you pay for.
Power- This will give you power over people. You’ll have an “edge” over others.

14. Slogan A catchword or phrase loaded with emotion
Often sells through repetition
Clever and easy to remember

15. Engaging Techniques:
Wit and Humor – diverts audience and gives a reason to laugh often.
Rewards – bonus awarded to consumer for purchase (toys, coupons, free product, etc.)

16. Name - Calling Intent is to damage opponent
It also arouses suspicion of opponent
Intention is to create an uneasy feeling

17. Big Lie Captures attention because it’s so outrageous
Somehow staggers audience into believing it

18. Scapegoat A person carrying the blame for others
Mostly used in the political arena
Wins audience through association or sympathy

19. Buyer Beware… Be a conscientious consumer
Know what devices are trying to influence you
Make an informed decision