Propaganda and Advertising 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 Common persuasive techniques often used in advertising ID: 459594
Download Presentation The PPT/PDF document "Persuasion Techniques" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Persuasion Techniques
Propaganda and AdvertisingSlide2
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 viewSlide3
Common persuasive techniques often used in advertising
Name Calling
Snob Appeal
Bandwagon
Testimonial
Loaded words
Card Stacking
Misuse of Statistics
Plain FolksSlide4
Bandwagon
A statement suggesting that everyone is using a specific product, so you should, too!
Being “in the group” makes you feel secure.Slide5
The bandwagon effect created these fine internet sensations…..Slide6
Examples of BandwagonSlide7
Bandwagon ExamplesSlide8
Bandwagon ExamplesSlide9
ExampleSlide10
ExampleSlide11
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”Slide12
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’Slide13
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?Slide14
ExampleSlide15
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!
Slide16
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.Slide17
Loaded WordsSlide18
Loaded Words……Slide19
Testimonial
A well-known person or a previous customer supports a product or serviceSlide20
ExampleSlide21
Testimonial from customerSlide22
ExampleSlide23
Testimonials work! Slide24
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.Slide25
ExampleSlide26
Name calling can be implied through an unflattering imageSlide27
Name Calling….Slide28
ExampleSlide29
Plain Folks
When a company tries to show it is “just like you”
Persuasive device especially favored by politicians!Slide30
ExampleSlide31
Example
Subway Five Dollar Footlong AdvertisementSlide32
Plain Old Mom FolkSlide33
Plain Folk & HumorSlide34
Plain Folk Political Ad…Slide35
Plain Folk AdSlide36
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.“Slide37
ExampleSlide38
ExampleSlide39
Snob AppealSlide40Slide41
Misuse of Statistics
-using statistics selectively to give a more favorable view of your product Slide42
This is an ad that riled AT&TSlide43
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!Slide44
Example
“Four out of five dentists recommend sugarless gum for their patients who chew gum”Slide45
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. Slide46
Transfer Examples:
VOTE REPUBLICANSlide47
Transfer:Slide48
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.Slide49
Card Stacking exampleSlide50
Card StackingSlide51
Card Stacking!Slide52
Card Stacking – making the Coke look just a little better for the uninformed!
That 16oz bottle
actually has
180 calories
Not bad! Right?Slide53
Slogan
A catchy phrase or statement often used to sell a service or a productSlide54
ExampleSlide55
ExampleSlide56
Example
They’re
GRRRRRRREAT!Slide57
Audience Awareness
Advertisers know how to
target their audiences
use appropriate persuasive techniqueSlide58
Target Audience?Slide59
Target Audience?Slide60
Target Audience?Slide61
Target Audience?Slide62
Target Audience?Slide63
Target Audience?Slide64
Avante GuardeSlide65
Let’s Test What You Know!
“Come to Florida, Everyone loves our clear, sandy beaches. Don’t miss out.”
Bandwagon Slide66
More Examples…
4 out of 5 dentists recommend Sparkle toothpaste.
Card StackingSlide67
One more…
Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.
TestimonialSlide68
Bandwagon
This technique tries to persuade everyone to join in and do the same thing.Slide69
Testimonial
An important person or famous figure endorses a product.Slide70
Emotional Words
Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.Slide71
Name-calling
Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.Slide72
Compare & contrast
The viewer is led to believe one product is better than another, although no real proof is offered. Slide73
Quick review –Can you define these devices?
Name Calling
Snob Appeal
Bandwagon
Testimonial
Loaded words
Misuse of Statistics
Plain FolksSlide74
Quick review
Slogan
Target audience