1. Persuasion Techniques
Propaganda and Advertising

2. 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

3. Common persuasive techniques often used in advertising
Name Calling
Snob Appeal
Bandwagon
Testimonial
Loaded words
Card Stacking
Misuse of Statistics
Plain Folks

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

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

6. Examples of Bandwagon

7. Bandwagon Examples

8. Bandwagon Examples

9. Example

10. 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. Glittering Generalities
Have you ever seen an advertisement that said something like…
‘The World’s Fastest Car’
‘The Tastiest Pizza in Town’
‘The Cutest Dress Ever’

13. But did you ever think about it like this…
‘The World’s Fastest Car’ – Who says? Did anyone measure the speed of each kind of car in the whole world?
‘The Tastiest Pizza in Town’ Everyone has different taste buds – who did you ask when you came to this conclusion?
‘The Cutest Dress Ever’ By whose judgment is this the cutest dress ever? The owner of the store? The person who designed this dress?

14. Example

15. Loaded Words
In advertisements, the advertisers use lots of fancy words that will make you want to buy a product.
Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!

16. Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!
‘Escape’, ‘terrible’, ‘enjoy’, and ‘relaxing’ are all words that were purposely used to make you want to visit Rehoboth Beach. This technique isn’t ‘bad’. It is just a kind of technique that will try to make your opinion go more in favor of the product.

17. Loaded Words

18. Loaded Words……

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

20. Example

21. Testimonial from customer

22. Example

23. Testimonials work!

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

25. Example

26. Name calling can be implied through an unflattering image

27. Name Calling….

28. Example

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

30. Example

31. Example
Subway Five Dollar Footlong Advertisement

32. Plain Old Mom Folk

33. Plain Folk & Humor

34. Plain Folk Political Ad…

35. Plain Folk Ad

36. 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.“

37. Example

38. Example

39. Snob Appeal

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

42. This is an ad that riled AT&T

43. They added their land lines in this map!
AT&T’s replies in an ad that gives their version of the map….. Why the big difference? Hmmmm…
They added their land lines in this map!

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

45. 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.

46. Transfer Examples:
VOTE REPUBLICAN

47. Transfer:

48. 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.

49. Card Stacking example

50. Card Stacking

51. Card Stacking!

52. That 16oz bottle actually has 180 calories
Card Stacking – making the Coke look just a little better for the uninformed!
That 16oz bottle
actually has
180 calories
Not bad! Right?

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

54. Example

55. Example

56. Example
They’re
GRRRRRRREAT!

57. Audience Awareness Advertisers know how to target their audiences
use appropriate persuasive technique

58. Target Audience?

59. Target Audience?

60. Target Audience?

61. Target Audience?

62. Target Audience?

63. Target Audience?

64. Avante Guarde

65. Let’s Test What You Know!
“Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.”
Bandwagon

66. More Examples… 4 out of 5 dentists recommend Sparkle toothpaste.
Card Stacking

67. One more…
Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.
Testimonial

68. 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.

69. 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

70. 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.

71. 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)

72. 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.

73. Quick review –Can you define these devices?
Name Calling
Snob Appeal
Bandwagon
Testimonial
Loaded words
Misuse of Statistics
Plain Folks

74. Quick review
Slogan
Target audience