2. Persuasion Techniques Propaganda and Advertising

3. What is propaganda? A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view

4. Common persuasive techniques often used in advertising Bandwagon Loaded words Testimonial Name Calling Plain Folks Snob Appeal Misuse of Statistics Transfer Card Stacking Slogans Avant Garde

5. Bandwagon A statement suggesting that everyone is using a specific product, so you should, too! Being “in the group” makes you feel secure.

6. The bandwagon effect created these fine internet sensations…..

7. Bandwagon Examples

9. Example

11. Loaded Words and Glittering Generalities Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group). Loaded Words can be Glittering Generalities Glittering Generalities=Words that “glitter” but give no details about the product. “NEW IMPROVED TIDE”

12. Example

13. Loaded Words

14. Loaded Words……

15. Testimonial A well-known person or a previous customer supports a product or service

16. Testimonials

17. Example

18. Testimonial from customer

19. Example

20. Testimonials work!

21. Name Calling Is used to incite fears and arouse prejudices in the viewers with the idea that the bad names will cause people to construct a negative opinion about a group or product. This technique is used more often in politics than advertising.

22. Example

23. Name calling can be implied through an unflattering image

24. Name Calling….

25. Example

26. Plain Folks When a company tries to show it is “just like you” Persuasive device especially favored by politicians!

27. Example

28. Subway Five Dollar Footlong Advertisement

29. Plain Old Mom Folk

30. Plain Folk Political Ad…

31. Plain Folk Ad

32. Snob Appeal Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else-- especially since other people can't afford it.“

33. Example

34. Snob Appeal Ad…

35. Example

36. Snob Appeal

37. Misuse of Statistics using statistics selectively to give a more favorable view of your product

38. Example of Misuse of Statistics

39. This is an ad that riled AT&T

40. AT&T’s replies in an ad that gives their version of the map….. Why the big difference? Hmmmm…

41. Example “Four out of five dentists recommend sugarless gum for their patients who chew gum”

42. Transfer Technique Objects or other people are shown with the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate. THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.

43. Transfer Examples:

44. Transfer:

45. Transfer Example:

47. CARD STACKING Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information. Omitting relevant facts.

48. Card Stacking example

49. Card Stacking

50. Card Stacking!

51. Card Stacking – making the Coke look just a little better for the uninformed!

52. Slogans

53. Slogan A catchy phrase or statement often used to sell a service or a product

54. Example

56. They’re GRRRRRRREAT!

57. Avant Garde the suggestion that using this product puts the user ahead of the times.

58. Avante Garde