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Propaganda Techniques What the advertisers really DON”T want you to know!! What is Propaganda? Propaganda is an appeal to the emotions as opposed to the mind or intellect in order to persuade a person to believe something Visual Media TV Magazines Billboards Sound Media Radio Music Literature Political Propaganda Advertisements Psychological Propaganda Bias Similarities of a product are matched Important differences are ignored Inaccurate conclusion is drawn on too little evidence QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Bait and Switch Quick Time™ and a TIFF (Uncompressed) dec ompressor are needed to s ee this pic ture. Customer: "I'd like to see that car you advertised in the newspaper for $9 down and $99 a month." Salesperson: "Gosh, I'm sorry. That car was just sold. But look at this great car — it has a lot more options, and it will only cost you a few more dollars a month." (Photo by Scott Jacobs) Advertisers lure you in with one product for a good deal and then try to get you to buy a more expensive model. Bandwagon Appeals to a number of people “Everyone is buying it.” It has a “Join the crowd,” theme. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Repetition Repetition in advertising is when the name or logo of the product, store or object being advertised is repeated at least 4 times throughout the ad. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Emotional Words words that will make a consumer feel strongly about someone or something QuickTi me™ and a TIFF ( Uncompressed) decompressor are needed to see thi s pi ctur e. Glittering Generalities Eye catching ads but very loose, meaningless statements. "God, country, Mom and apple pie" Testimonial Quic kTime™ and a TIFF (Unc ompres sed) dec ompres sor are needed to see this pic ture. Propaganda that uses a well-known expert, athlete, or famous person to endorse a product. Stereotype Conforming to a general pattern Making a blank statement/suggestion that is meant to be applied to a group of individuals as true. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Transfer QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Buyer hopes to get something more than the product itself No words are used by the person endorsing the object/product If I buy the product, I might get LOVE, POWER, FAME, WEALTH, POPULARITY OR SEX APPEAL. Plain Folks QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. Average/ordinary people endorse Wants you to trust the judgment of an average person Euphemism Euphemism Definition pleasant sounding word(s) for something unpleasant 3 Types Softener - lessen harsh reality Impressor - tries to raise the importance Disguiser - tries to cover a defect Examples dentures instead of false teeth underarms instead of armpits preowned instead of used