1. Whose Voice Guides Your Choice?
Propaganda Techniques

2. What is propaganda?
Propaganda is a specific type of message presentation aimed at serving a particular purpose.
It means to propagate (actively spread) a philosophy or point of view (which may be true but often is not).
The most common use of the term (historically) is in political contexts; in particular to refer to certain efforts sponsored by governments or political groups.
The aim of propaganda is to influence people's opinions actively, rather than to merely communicate the facts about something.
Propaganda always has a bias!

3. Emotional
Using words OR images that evoke strong feeling for or against something.

4. McDonalds and Emotional Commercials
– funny

5. Snob Appeal
The idea that only the richest, smartest or most important people are using the product

6. Snob Appeal Examples: http://www.safeshare.tv/w/VdmEdOtQKH
Emerald Nuts Commercial
Macy’s Justin Beiber

7. Testimonial
When a transfer is made by a well known celebrity that claims to have used the product.
For example…

8. Or…

10. Bandwagon
To feel accepted or respected people often want to be a part of something. If everyone is doing it, thinking it or wanting it, you should too!
The bandwagon approach appeals to the conformist in all of us. No one wants to be left out of what is perceived to be a popular trend.

11. For example: McDonalds brags they have sold to billions of customers…
and so does Coca-Cola.

12. And so does iTunes…
And iPods

13. Hasty Generalization
Jumping to a general conclusion about members of a group based upon just a few examples that sometimes do not show the majority.
For example: All men are poor drivers
This conclusion is drawn after seeing only a few drivers

14. Is the example a HASTY generalization? If so, why?
All plumbers are brilliant. I know a plumber who can calculate Pi to the 289,954th digit.
All plumbers are rich. I just went to the international plumbers convention and studied 3,000 plumbers there. They all made over $100,000 a year.
My mom teaches people well. Whenever she explains something to me, I understand it perfectly.
Some plumbers are brilliant. I'm a plumber, and I know I'm brilliant.
Everything by Charles Dickens is boring. I have read all his novels, and they all put me to sleep.

15. Post Hoc Ergo Propter Hoc
Latin for: “after this, therefore because of this”
Because one thing follows another, it is claimed that the first thing is the reason for the second.
For example…
Whenever the republicans get elected
There is a war.

16. For example…
I had been doing pretty poorly this season. Then my girlfriend gave me these neon laces for my spikes and I won my next three races. Those laces must be good luck...if I keep on wearing them I can't help but win!
Joan is scratched by a cat while visiting her friend. Two days later she comes down with a fever. Joan concludes that the cat's scratch must be the cause of her illness
Jane gets a rather large wart on her finger. Based on a story her father told her, she cuts a potato in half, rubs it on the wart and buries it under the light of a full moon. Over the next month her wart shrinks and eventually vanishes. Jane writes her father to tell him how right he was about the cure.

17. Plain Folks Appeal
Appeals to people like you and me- the average person.
Uses ordinary language and mannerisms in attempting to identify the brand or product point of view with that of the average person

18. For example:
What about this?
Who is this?

19. Can this be plain folks?
Or this?

20. Glittering Generalities
Uses attractive, but vague words that make speeches and other forms of communication sound good. Glittering generalities usually say nothing meaningful.
Using alliterations and metaphors help words into poetry that flows and rhymes in hypnotic patterns for the audience to eat up!.
Use of words that appeal to values, and powerful emotions.
Glittering generalities are often times intangible nouns that embody ideals, such as dignity, freedom, fame, integrity, justice, love and respect.

21. “As Americans, we can take enormous pride in the fact that courage has been inspired by our own struggle for freedom, by the tradition of democratic law secured by our forefathers and enshrined in our Constitution. It is a tradition that says all men are created equal under the law and that no one is above it." -   --  Barack Obama
For example…

22. What glittering generalities do you see here?

23. How about these?

24. Card Stacking
Shows the product’s best features, tells half-truths, and omits or lies about potential problems.
Manipulates audience perception of an issue by emphasizing one side and repressing another
For example: Card stacking can happen by creating media events that emphasize a certain view,
using one-sided opinions
or by making sure critics are not heard

25. Positive Transfer
If someone you admire is speaking highly of a product you will think highly of that product too.
This can be done with symbols like a flag, Uncle Sam, or a cross.
Positive Transfer can also be done by people you trust, like adults, parents, doctors, teachers or any expert in the field.

26. For example:
On TV commercials, actors in white lab coats tell us that Brand X cold medicine is better than Brand Y.
Or this car mechanic will say that only Auto Zone can change your tires with perfection.

27. One more…

28. Another example…

29. How should I respond to the purpose of an advertisement
How should I respond to the purpose of an advertisement? ..questions to ask yourself…
Why was the form of the advertisement chosen by the creators to get their message across?
What action do the creators of the ad hope the viewer, listener or reader will take?
What do the creators of the ad hope to gain by it?