1. Note for teachers: This presentation is designed to be used as part of a large group discussion regarding some of the propaganda techniques commonly used by advertisers. Each slide lists the technique followed by the definition of that technique. Each slide also contains some images that reflect the propaganda technique in practice. Please modify or replace the images if they are not appropriate, out of date, no longer relevant, or you have found better examples. Also, make sure to look at the additional information contained in the “notes” section on each slide.
5. Transfer Good feelings, looks, or ideas transferred to the person for whom the product is intended.
6. Repetition The product name or keyword or phrase is repeated several times. How many times can you use the word “Fresh?”
7. Emotional Words Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.
8. Name-calling Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.
9. Faulty cause & effect Use of a product is credited for creating a positive result.
10. Compare & contrast The viewer is led to believe one product is better than another, although no real proof is offered.
11.
Editor's Notes
The text on the image showing a group of people with one person excluded is a clear example of the bandwagon technique.
Athletes are popular candidates for testimonial. Tiger Woods is on of the top testimonial figures in sports.
Advertisers like to point out that you can do it (with their help). They often focus on areas like hair loss, weight loss or personal appearance where people are self-conscious. You can look like the people in our ads if you use our product
What sort of statements is this ad making? Are there restaurants out there that aren’t “Fresh”?
This technique might be used more than any other. Are you less patriotic if you don’t buy American goods? Can a Lexus make you happier than a Honda? Playing to people’s emotions might get them to purchase products or services they might not otherwise buy.
Who is Burger King taking a shot at here? Who is well known for having a secret sauce in their hamburgers? (McDonald’s)
Want to “Be Like Mike?” than you better drink Gatorade. Will these shoes make you the best soccer player in the world? Will eating “Wheaties” really improve your athletic performance?
The Pepsi Taste Test Challenge is a perfect example of this.
