1. Note for teachers:
This presentation is designed to be used as part of a large group discussion regarding some of the propaganda techniques commonly used by advertisers. Each slide lists the technique followed by the definition of that technique. Each slide also contains some images that reflect the propaganda technique in practice. Please modify or replace the images if they are not appropriate, out of date, no longer relevant, or you have found better examples.
Also, make sure to look at the additional information contained in the “notes” section on each slide.

2. 8
propaganda
techniques
used by advertisers

3. Propaganda

4. Advertisers Target the Audience
Target Audience
Advertisers Target the Audience
What is the age of the audience?
What is the social status of the audience?
Is the audience male, female, or both?
What is the level of education of target audience?

5. 8
propaganda
techniques
used by advertisers

6. Bandwagon
This technique tries to persuade everyone to join in and do the same thing.
The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.

7. An important person or famous figure endorses a product.
Testimonial
An important person or famous figure endorses a product.
Athletes are popular candidates for testimonial.
Tiger Woods is on of the top testimonial figures in sports

8. Transfer
Good feelings, looks, or ideas transferred to the person for whom the product is intended.
Advertisers like to point out that you can do it (with their help).
They often focus on areas like hair loss, weight loss or personal appearance where people are self-conscious.
You can look like the people in our ads if you use our product

9. Repetition
The product name or keyword or phrase is repeated several times.
What sort of statements is this add making?
Are there restaurants out there that aren’t “Fresh”?
How many times can you use the word “Fresh?”

10. Emotional Words
Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
This technique might be used more than any other.
Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda?
Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.

11. Name-calling
Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.
Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)

12. Name Calling – cont.

13. Use of a product is credited for creating a positive result.
Faulty cause & effect
Use of a product is credited for creating a positive result.
Want to “Be Like Mike?” than you better drink Gatorade.
Will these shoes make you the best soccer player in the world?
Will eating “Wheaties” really improve your athletic performance?

14. Compare & contrast
The viewer is led to believe one product is better than another, although no real proof is offered.
The Pepsi Taste Test Challenge is a perfect example of this.

15. Assignment:
Design your own product. Create an advertisement or commercial to persuade consumers to purchase the product.
Target a specific audience
Use at least 3 Propaganda Techniques.