1. Media Literacy
Strategies
Part 2

2. Gender/Sex Appeal
In advertising it is easy to get a man's attention by using women's bodies and associate getting the woman if he buys the product
To sell to a woman, advertising relies on the idea of how men and women relate -- romance. Romance fits into the woman's intellectual view of relationships and thus is often used to attract the attention of females.
sex.html

3. Name Calling
It is the use of derogatory language or words that carry a negative connotation when describing an enemy. The propaganda attempts to arouse prejudice among the public by labeling the target something that the public dislikes.
Often, name calling is employed using sarcasm and ridicule, and shows up often in political cartoons or writings.
When examining name calling propaganda, we should attempt to separate our feelings about the name and our feelings about the actual idea or proposal.
This technique links a person or idea to a negative symbol (liar, creep, gossip, etc.).
Persuaders use Name-calling to make us reject the person or the idea on the basis of the negative symbol, instead of looking at the available evidence.
A subtler version of this technique is to use adjectives with negative connotations (extreme, passive, lazy, pushy, etc.)
Ask yourself: Leaving out the name-calling, what are the merits of the idea itself?

4. Plain Folks
Talking down to the viewers in order to appear like them: “Use Tide. It makes your clothes as white as Mom used to wash them”
The plain folks device is an attempt to convince the public that his views reflect those of the common person and that they are also working for the benefit of the common person.
The propagandist will often attempt to use the accent of a specific audience as well as using specific idioms or jokes
This technique works because we may believe a "regular person" more than an intellectual or a highly-paid celebrity.
It’s often used to sell everyday products like laundry detergent because we can more easily see ourselves using the product, too.
The plain folks technique strengthens the down-home, "authentic" image of products like pickup trucks and politicians.
Unfortunately, most of the "plain folks" in ads are actually paid actors carefully selected because they look like "regular people.”

5. Shock Appeal
Shock advertising, or, “shockvertising” is a method of advertising that purposely offends and startles its viewers in an attempt to “gain attention, encourage cognitive processing, and have an immediate impact on behavior.”
Ads containing disgusting images, sexual references, profanity and obscenity, religious taboos, vulgarity, impropriety (violations of societal “norms”), or moral offensiveness are considered to be “shocking” (Dahl, 2003).
It has been used for many years around the world, but has recently been questioned as to whether or not it is still a productive method of advertising.

6. Snob Appeal
The association of a product with a desirable lifestyle: “She lives in Prince Royal. She spends her winters in the Swiss Alps. She drives a Luxuriant. Her perfume – Tusk.”
Mini mini horn commercial: com/watch?v=WfsaHE OnR6Q

7. Testimonials
Quotations or endorsements, in or out of context, which attempt to connect a famous or respectable person with a product or item. Testimonials are very closely connected to the transfer technique, in that an attempt is made to connect an agreeable person to another item
Media messages often show people testifying about the value or quality of a product, or endorsing an idea. They can be experts, celebrities, or plain folks. We tend to believe them because they appear to be a neutral third party (a pop star, for example, not the lipstick maker, or a community member instead of the politician running for office.)
This technique works best when it seems like the person “testifying” is doing so because they genuinely like the product or agree with the idea.
Some testimonials may be less effective when we recognize that the person is getting paid to endorse the product

8. Sources:
Google Images