1. Persuasive Techniques “Propaganda”
Candidate #
Persuasive Techniques “Propaganda”
techniques used to influence opinions, emotions, attitudes or behavior.
appeals to emotions, not how smart people are
makes audience believe in something or want to do something
negative or positive
the purpose is to persuade

2. 3 Common Uses of Propaganda
During wars
In politics (especially elections)
In advertising

3. TARGET AUDIENCE
Intended audience: group of people that an ad targets 
teens, senior citizens, mothers, etc.
pay attention to words used, type of product being sold, and the media used (radio & tv stations, billboards, magazines, newspapers)

4. Recognizing Persuasive Techniques
Bandwagon
Transfer
Testimonial
Snob Appeal
Repetition
Just Plain Folks
Name-Calling
Scientific Slant

5. Bandwagon persuasive technique that invites you to join the crowd.
Candidate #
Bandwagon
persuasive technique that invites you to join the crowd.
Everybody’s doing it!
“Don’t be left out!”
As a propaganda technique, the term bandwagon suggests an imaginary vechicle carrying leaders or candidates of a cause or carrying large banners and/or posters. This group has a huge group of people following behind and all are in support of that leader/candidate.
A bandwagon is a high, ornate wagon in which a band rides as in a circus parade.
Unfortunately, most of us like to swim with the sharks rather than stand alone, so we are likely to be carried along.
Beware of this technique. It’s a lot easier to be joiner than to stand alone.
Bandwagon is a propaganda technique that suggests an image of a vechicle carrying a leader/candidate
Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?

6. TRANSFER
Positive words, images, and ideas are used to suggest that the product being sold is also positive
Ads for food
…built American tough

7. Testimonial Statement endorsing an idea/product
Candidate #
Testimonial
Statement endorsing an idea/product
Three types: Celebrity, Expert, or Witness
“Master Chef Gordon Lee only uses
Swanson’s Chicken broth for his
“savory creations”
Testimonial: There are three types of testimonials or product recommendations:
a) "An expert says..." - Since chefs are experts about food, people will trust one of them to recommend a brand of food. Basketball players can be trusted to recommend tennis shoes or sports equipment. This is also true of other professions.
b) "Famous People Say..." - The endorsement of a product by a celebrity is a very old and popular advertising device. It plays on the viewer's desire to identify with someone famous. (Do baseball players really know more than anyone else about razor blades, cars, or beer? Does a rock group have specific knowledge about automobiles?)
c) "Plain Folks" - This is a recommendation from a plain, ordinary, non famous person who tells the reader or viewer that the product worked for him or her. Therefore, it will would for you.
A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful
If a product

8. Testimonial Official shampoo of the NFL Candidate # 02701234
Testimonial: There are three types of testimonials or product recommendations:
a) "An expert says..." - Since chefs are experts about food, people will trust one of them to recommend a brand of food. Basketball players can be trusted to recommend tennis shoes or sports equipment. This is also true of other professions.
b) "Famous People Say..." - The endorsement of a product by a celebrity is a very old and popular advertising device. It plays on the viewer's desire to identify with someone famous. (Do baseball players really know more than anyone else about razor blades, cars, or beer? Does a rock group have specific knowledge about automobiles?)
c) "Plain Folks" - This is a recommendation from a plain, ordinary, non famous person who tells the reader or viewer that the product worked for him or her. Therefore, it will would for you.
A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful
If a product

9. Candidate #
Testimonial
Statement endorsing an idea/product by a prominent person in the field
Testimonial: There are three types of testimonials or product recommendations:
a) "An expert says..." - Since chefs are experts about food, people will trust one of them to recommend a brand of food. Basketball players can be trusted to recommend tennis shoes or sports equipment. This is also true of other professions.
b) "Famous People Say..." - The endorsement of a product by a celebrity is a very old and popular advertising device. It plays on the viewer's desire to identify with someone famous. (Do baseball players really know more than anyone else about razor blades, cars, or beer? Does a rock group have specific knowledge about automobiles?)
c) "Plain Folks" - This is a recommendation from a plain, ordinary, non famous person who tells the reader or viewer that the product worked for him or her. Therefore, it will would for you.
A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful
If a product
“I bought Tri-spot socks for my whole family. Wearing the socks has turned exercising into a fun part of our family routine… “ ~Dr. Sophie Smith, podiatrist

10. Candidate #
Testimonial
Statement endorsing an idea/product by a satisfied customer
Jared the Subway Guy lost weight on a Subway diet
Testimonial: There are three types of testimonials or product recommendations:
a) "An expert says..." - Since chefs are experts about food, people will trust one of them to recommend a brand of food. Basketball players can be trusted to recommend tennis shoes or sports equipment. This is also true of other professions.
b) "Famous People Say..." - The endorsement of a product by a celebrity is a very old and popular advertising device. It plays on the viewer's desire to identify with someone famous. (Do baseball players really know more than anyone else about razor blades, cars, or beer? Does a rock group have specific knowledge about automobiles?)
c) "Plain Folks" - This is a recommendation from a plain, ordinary, non famous person who tells the reader or viewer that the product worked for him or her. Therefore, it will would for you.
A company hires a famous celebrity figure to promote a particular product or topic. This is particularly powerful
If a product

11. Snob Appeal
tries to make the consumer feel like they would using a unique product unlike the mainstream public
Fancy Feast cat food
He went to Jared!
A credit card company
offers platinum cards

12. Repetition Product name or phrases are repeated 3 or more times
Makes you remember the product

13. Just Plain Folks
suggests that “we are just like you” so you should act a certain way
opposite of snob appeal

14. Name - Calling
Applying a putdown to a person, product or group, even if it is not factual
Uses words or phrases to suggest disapproval
Intent is to damage opponent
It also arouses suspicion of opponent
Intention is to create a seed of doubt
Used by politicians and product companies

15. Scientific Slant
Uses scientific terms to persuade you to accept something as more than it really is
#1 Dermatologist Recommended

16. Hidden Messages “Vague Words”
Information that is not immediately noticeable and must be uncovered by the consumer before it is known; usually through a visual representation

17. Reasons for Hidden Messages “Vague Words”
Not wanting to sound negative or harsh
Want listener or reader to feel smart enough to figure out message
Want to leave out negative information that might hurt their own image
Do not want to get sued