Download Propaganda - Persuasive Techniques in Advertising

Persuasion Techniques:
Propaganda and Advertising
TAKEN FROM: LESSON 15 “ANALYZING
PERSUASIVE TECHNIQUES IN ADVERTISING”
MCDOUGAL LITTLE/HOUGHTON MUFFLIN
2012
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
(“Rosie”)
 Sounds like persuasive writing!
Common Persuasive Techniques Used
in Advertising
 Bandwagon
 Plain Folks Appeal
 Celebrity Spokesperson
 Purr Words
 Emotional appeals
 Repetition
 Facts and Figures
 Snob Appeal
 Glittering Generalities
 Testimonial
 Humor
 Weasel Words or Empty
 Individuality
Phrases
 Slogans
 Name Calling
Bandwagon
How It Is Used
 Suggests everyone is
using this product
Intended Effect
 Consumer buy the
product because they
want to fit in
 Consumers assume that
if others buy it, the
product must be good.
Bandwagon Example
The bandwagon effect
created these fine internet
sensations…..
And the running
boom…..
(USA T&F)
(“Social Media”)
Celebrity Spokesperson/Testimonial
How It Is Used
 Shows a popular
celebrity promoting the
product
Intended Effect
 Consumer transfers their
respect of admiration of
the celebrity to the
product
 Consumers associate the
product with the
celebrity
Celebrity Spokesperson/Testimonial
(WeightWatchers)
(Proactiv)
Emotional Appeal
How It Is Used
 Taps into certain
emotions such as
happiness, sadness,
excitement, or fear
Intended Effect
 Emotions prompt
consumers to feel a
certain way about a
product
Emotional Appeal Example
(Maricopa County)
(“Hunger”)
Facts and Figures
How It Is Used
 Using tests, statistics or
information that sounds
“scientific” to prove that
one product or person is
better than the other
Intended Effect
 “4 out of 5 dentists
recommend this
toothpaste”
 “73% of Americans
believe this candidate
will do a better job – can
they all be wrong?”
Facts and Figures Examples
(“Crest”)
(GraphJam)
Glittering Generalities
How It Is Used
 Uses vague words – such
as patriotism and
freedom- that bring to
mind values people agree
with
 tells only positive things
about a product
 often provides little or no
concrete evidence
Intended Effect
 Consumers accept this
information, often
without questioning why
no evidence was given to
support the claim
Glittering Generalities
(Coca-Cola)
(“I Want You”)
Individuality
How It Is Used
 Appeals to consumers’
desire to be different
from everyone else; the
opposite of bandwagon
Intended Effect
 Consumers celebrate
their own style, or rebel
against what others are
doing
 Consumers think of
products as different,
fashionable, or cool
Name Calling
How It Is Used
 Using negative words,
usually in politics,
without giving evidence
of facts
Intended Effect
 To turn consumers
against a competing
person
Name Calling Example
 Name calling can be implied through an unflattering
image
Plain Folks Appeal
How It Is Used
 Tries to show a person or
a product is good for
“ordinary” people
Intended Effect
 The consumer feels
connected to the people
in the ad because they
are “just like you” and
understand you
Plain Folks Appeal
Persuasive device
especially favored by
politicians!
 Plain ol’ mom folk…
Purr Words
How It Is Used
 Uses words that have a
positive connotation,
such as “tasty,” “fresh,”
or “sensational”
Intended Effect
 The words make the
product seem more
desirable
 The words appeal to the
consumers’ emotions,
rather than their reason
Purr Words Examples
Repetition
How It Is Used
 Uses specific words,
images, or phrases that
are stated or shown over
and over again
Intended Effect
 Consumers remember
the phrase and associate
them with the product
Repetition
Snob Appeal
How It Is Used
 Taps into people’s desire
to be with a special part
of an elite group
Intended Effect
 Consumers associate
being special or elite with
the product, service, or
idea
Snob Appeal Examples
Weasel Words or Empty Phrases
How It Is Used
 Uses broad promises or
phrases that don’t really
mean anything
Intended Effect
 Convince the consumer
the product works better
than any other
Weasel Words or Empty Phrases
Slogans
How It Is Used
 A catchy phrase or
statement often used to
sell a service or a product
Intended Effect
 Consumers will
remember the phrase
and purchase the
product
Slogans
They’re……….
Let’s Watch Some Commercials!
 “Find Greatness”
http://www.youtube.com/watch?v=LYWEN0g0diI
 “Commitment to America”
http://www.youtube.com/watch?v=V6m-VJy8Toc&feature=plcp
 “Cookie”
 http://www.youtube.com/watch?v=a6EO2zVsIfs
 “Bling it Up”
 http://www.youtube.com/watch?v=oWffQ5uRXgg
 “Hard Times”
 http://www.youtube.com/watch?v=EnUKurl7Fog
 “Dr. Pepper”
 http://www.youtube.com/watch?v=jvCTaccEkMI
 “Back to Basics”
 http://www.youtube.com/watch?v=6HNKqffU3Cc
Works Cited
McDougal Little/Houghton. “Lesson 15: Analyzing
Persuasive Techniques in Advertising.”
McDougal Little/Houghton Mufflin. 2012.
Web. 5 December 2012.
“Rosie the Riveter.” ideasdelight.com. Indulgey. n.d.
Web. 5 December 2012.