1. Want to know how to get people to spend their money on YOUR product?
Advertising 101
Want to know
how to get people
to spend their money on YOUR product?

2. Propaganda is… any ideas or beliefs that are intentionally spread.
set of messages aimed at influencing the opinions or behavior of large numbers of people
Deliberate attempt to get someone to agree with you or to coerce them into doing something.
Telling only the side you want people to know.
Appealing to someone’s emotions, not their intelligence.

3. types of propaganda Bandwagon Emotional appeal Transfer Repetition
Testimonial
Glittering Generalities
Pandering
Name-Calling
Plain Folks
Scientific Approach

4. Bandwagon
persuading a consumer by telling them that others are doing the same thing
in soft drink ads there will be many attractive young people having fun on a beach
everyone else is using this product, so you should, too." Bandwagon ads exploit our desire to be part of the crowd. examples

5. Emotional appeal
words that make a consumer feel strongly about someone or something are used
Ralph Lauren sells their perfume by showing a romantic love scene and just putting the word “romance” on the ad

6. Transfer
a product is sold by the name or picture of a famous person or thing, but no words from the person or thing
political advertisements might use the American flag to help sell the product

7. Repetition
the product’s name is repeated at least four times in the ad.
example: the Head-On commercial!

8. Testimonial
a product is sold by using words from famous people or an authority figure
“Nine out of ten dentists recommend this type of toothpaste”
A celebrity endorses a product, idea, or person.

9. Emotional appeal

10. Repetition

11. Bandwagon

12. Which technique?

13. Bandwagon

14. Which technique? vague, nice-sounding descriptions of things:
“Have a lawn that makes you proud.”
“Get the biggest and best for your money.”
“…stronger, brighter.”

15. Glittering
Generalities

16. Which technique?

17. Transfer

18. Which technique? appeals to your sense of home and family
“Lemonade, just like grandma used to make.”
“The hearth-baked goodness of whole grain bread.”
“It’s as American as apple pie.”

19. Plain
Folks

20. Which technique?

21. Emotional
Appeal

22. Which technique?
a direct line to your fear, anger, pity, or sense of humor
“Don’t be bullied into paying more taxes than you need to.”
“If you know the feeling of a dead battery on a lonely road, then buy…”

23. Emotional
Appeal

24. Which technique?

25. Testimonial

26. Which technique?
Since many people want to do what everyone else is doing, you are urged to hop aboard and join the crowd.
“Be like all the others in your neighborhood and roller skate under the stars…”
“Join the younger generation, vote for…”

27. Bandwagon

28. Which technique?

29. Testimonial

30. Which technique?
One blames problems on a particular group, person, or idea.
“I don’t want those big-mouthed kids in the library.”
“Our downfall began under the other party.”
“Your money problems are caused by that party.”

31. Name
Calling

32. Which technique?

33. Transfer

34. Which technique? only presents one side and hides the other.
only presents what is favorable or what is unfavorable, whatever helps their cause.

35. Card
Stacking

36. Which technique?

37. Repetition

38. Which technique?
These refer to people who are either unnamed, unknown, or famous who have something to positive to say about the product, issue or candidate.
Everyone is made to sound like an expert: “Most experienced mothers depend upon…”
“These movie stars are voting for…”

39. Testimonial

40. Which technique?

41. Emotional
Appeal

42. Which technique?
Tests, statistics, survey, and pseudo-scientific jargon (wording) are used to sound convincing.
“Four out of five dentists use…”
“Research shows that…”
“The polls show our candidate ahead.”

43. Scientific
Approach

44. Which technique?

45. Emotional
Appeal

46. Which technique?
These give the impression that people of elegance, wealth, good taste, and intelligence will buy the product or vote for the issue or candidate.
“When only the very best will do, buy…”
“People of status will vote for…”

47. Snob
Appeal

48. Which technique?

49. Name
Calling

50. Which technique? groups things for a stronger effect.
The following combinations of traits do not necessarily go together.
“young and joyous,”
“thick and juicy,”
“old and wise.”

51. Transfer

52. Which technique?

53. Transfer