1. Persuasion Techniques
Propaganda and
Advertising

2. 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

3. Common persuasive techniques
often used in advertising
 Name Calling
 Snob Appeal
 Bandwagon
 Testimonial
 Loaded words
 Card Stacking
 Misuse of Statistics
 Plain Folks

4. Bandwagon
A statement suggesting that everyone is
using a specific product, so you
should, too!
Being “in the group” makes you feel
secure.

5. The bandwagon effect created
these fine internet sensations…..

6. Examples of Bandwagon

7. Bandwagon Examples

8. Bandwagon Examples

9. Example

10. Example

11. 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.

12. Have you ever seen an advertisement
that said something like…
‘The World’s Fastest Car’
‘The Tastiest Pizza in Town’
‘The Cutest Dress Ever’

13. 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?

14. Example

15. 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!

16. 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.

17. Loaded Words

18. Loaded Words……

19. Testimonial
A well-known person or a previous
customer supports a product or
service

20. Example

21. Testimonial from customer

22. Example

23. Testimonials work!

24. 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.

25. Example

26. Name calling can be implied
through an unflattering image

27. Name Calling….

28. Example

29. Plain Folks
When a company tries to show it is “just
like you”
Persuasive device especially favored by
politicians!

30. Example

31. Example
Subway Five Dollar Footlong Advertisement

32. Plain Old Mom Folk

33. Plain Folk & Humor

34. Plain Folk Political Ad…

35. Plain Folk Ad

36. 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.“

37. Example

38. Example

39. Snob Appeal

41. Misuse of Statistics
using statistics selectively to give a
more favorable view of your product

42. This is an ad that riled AT&T

43. AT&T‟s replies in an ad that
gives their version of the map…..
Why the big difference?
Hmmmm…

44. Example
“Four out of five dentists recommend
sugarless gum for their patients who
chew gum”

45. 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.

46. Transfer Examples:

47. Transfer:

48. 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.

49. Card Stacking example

50. Card Stacking

51. Card Stacking!

52. Card Stacking – making the Coke
look just a little better for the
uninformed!

53. Slogan
A catchy phrase or statement often
used to sell a service or a product

54. Example

55. Example

56. Example
They’re
GRRRRRRREAT!

57. Audience Awareness
Advertisers know how to
 target their audiences
 use appropriate persuasive
technique

58. Target Audience?

59. Target Audience?

60. Target Audience?

61. Target Audience?

62. Target Audience?

63. Target Audience?

64. Target Audience?

65. Avante Guarde

66. Let‟s Test What You Know!
 “Come to Florida, Everyone
loves our clear, sandy
beaches. Don‟t miss out.”
 Bandwagon

67. More Examples…
4out of 5 dentists recommend
Sparkle toothpaste.
 Card Stacking

68. One more…
 Actress Kirstie Alley has
lost 50 pounds on the
Jenny Craig diet plan.
Testimonial

69. Bandwagon
This technique tries to persuade everyone to join in and
do the same thing.

70. Testimonial
An important person or famous figure endorses a
product.

71. Emotional Words
Words such as luxury, beautiful, paradise, and
economical are used to evoke positive feelings in the
viewer.

72. Name-calling
Negative words are used to create an unfavorable
opinion of the competition in the viewer's mind.

73. Compare & contrast
The viewer is led to believe one product is better than
another, although no real proof is offered.

74. Quick review –Can you define
these devices?
 Name Calling
 Snob Appeal
 Bandwagon
 Testimonial
 Loaded words
 Misuse of Statistics
 Plain Folks

75. Quick review
 Slogan
 Target audience