Download Propaganda and Rhetoric in Advertising

Propaganda Techniques
1. TESTIMONIAL
The testimonial is a statement by a celebrity endorsing a product or service. Such endorsements are very
common on billboards and in newspapers, magazine and television advertising. Testimonials are used in
politics, too.
Example: Michael Jordan and Hanes underwear, a celebrity promotes a perfume product
2. TRANSFER
Transfer is used to make a person, group or cause popular by association with popular ideas, symbols or
institutions.
Example: Congressman Smith, running for re-election, includes in his campaign
literature a
picture of himself with the American flag in the background.
3. GLITTERING GENERALITIES
Glittering generalities is a technique for promoting someone or something by association with highsounding words or phrases (elevated language)
4. BANDWAGON
The bandwagon technique fools those who, like sheep, hopelessly follow the herd. This device is to make
us follow the crowd.
Example: Everyone who comes to Polk County stays at the Holiday Inn Express.
5. CARD STACKING
The card stacking technique creates a false impression by withholding significant information. The
advertiser employs all the arts of deception to win our support for himself, his group, nation, policy,
belief, etc. He stacks the cards against the truth. By presenting only those facts that make his side look
good and the other bad, the propagandist tries to mislead his audience.
Example: Credit card companies tell you all the places you can use their card, but fail to
tell you
the interest and charges required to keep the card.
6. SEX APPEAL
The sex appeal technique is showing an attractive man or woman using a product.
7. EMOTION
The emotion technique makes you feel sad, happy, nostalgic, etc.
8. COMPARISION
Comparison puts products side by side or shows a before or after picture.
9. AVANT GARDE
The avant garde technique suggests that using this product puts the user ahead of the times or the
product is a new way of doing something.
Example: A manufacturer encourages to be the first on their block to have a new type of product.
10. WIT and HUMOR
Customers are attracted to products that divert the audience by giving viewers a reason to laugh or to
be entertained by clever use of visuals or language.