1. Miss Harris’ Reading Class
Propaganda in Advertising
Miss Harris’ Reading Class

2. Common propaganda techniques often used in advertising
Bandwagon
Emotional Appeal/Loaded Words
Testimonial/Expert Opinion
Plain Folks
Glittering Generalities (often Slogans or Catchphrases)
Name Calling
Repetition

3. Bandwagon
A statement suggesting that everyone is using a specific product, so you should too
Persuading people to do something by letting them know others are doing it
Gives impression that you will be left out if you don’t do what you are being persuaded
Example: “See why so many women have switched” (Shampoo advertisement)

4. Why are these examples of Bandwagon?

5. Emotional Appeal
A person is made to have strong feelings about a situation or product
Loaded words that make people feel strongly - love/hate, sympathy, fear.
Sad Animal commercials

6. Testimonial/Expert Opinion
Using an expert or celebrity to sell or support.
Experts approve this product, so you should use it.
Ads using scientific sounding language to make a product seem more effective.
“Studies show that….”
Sports figures promoting athletic gear, sports drinks, or shoes.

7. Testimonial/Expert Opinion These work because you feel like you can trust the words of an expert or someone who is famous.
Beyoncé drink Pepsi, shouldn’t you?
Four out of five dentists recommend Trident for their patients who chew gum”
Buy these and you can play like LeBron & sound like Dre
Show LeBron commercial

8. Plain folk
Using ordinary people or trying to sound ordinary to sell something or persuade you to vote or support an idea. Choosey moms choose Jiff

9. Glittering Generalities
Use vague, sweeping statements (often slogans or simple catchphrases) using language associated with values and beliefs deeply held by the audience without providing supporting information or reason.
They appeal to such notions as honor, glory, love of country, desire for peace, freedom, and family values.

10. Glittering Generalities
The product’s slogan is so attractive that the audience loses sight or doesn’t see its true meaning.
“Flavor adventures”

11. Slogan: “Can you hear me now?”
A catchy phrase or statement often used to sell a service or a product.

12. Name calling saying bad things about your competitor
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 on their hamburgers? (McDonald’s)

13. Repetition: The name of a product is repeated many times
Head on
How many times can you use the word “Fresh?”

14. Quick Review Bandwagon Emotional Appeal/Loaded Words
Testimonial/Expert Opinion
Plain Folks
Glittering Generalities (often Slogans or Catchphrases)
Name Calling
Repetition