Propaganda

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Propaganda
Vocabulary
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Glittering Generality
This technique uses slogans or simple phrases
that sound good but provide little or no
information. EX feel ten years youngernew
and improvedfamily valuesall-natural products.
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Bandwagon
With this technique, the idea of hopping on the
bandwagon is used. EX Come on, Americans,
join your friends and neighbors who are
already drinking Folgers.
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Plain Folks Appeal
This technique often depicts a product as
attractive to the ordinary man on the street or
woman in the home. Folksy people are often
used. The advertiser is trying to attract the
majority (middle class) of buyers. EX The Dove
Ad Campaign is using ordinary people in
commercials and magazine ads to target a wider
audience and attract various buyers.
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Snob Appeal
By stressing the uniqueness of a product (that
is, not everyone would want it), the advertiser
hopes to make the product more attractive to
certain people. EX Use Sophisticated, the hair
wash for sophisticated women.
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Namecalling
With this technique, the advertiser will make
derogatory comments about a competitor. That
competitor may not be named, but with
insinuation, its obviousespecially in
politics. Ex When Quiznos says their
sandwiches are meatier than Subways, or when
Orville Redenbacher says his popcorn pops up
bigger than the other leading brand.
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In this type of ad, only the good points (or bad
points of a competitor) of the product are
listed. By showing you all the advantages of a
product, the advertiser hopes to get you to buy.
Just remember, there are good points to other
products, too. EX Ford has twin I-beam
independent front suspension, is most
luxurious, has I-beam front axles
Cardstacking
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Testimonial
Some person recommends the product, either
through first-hand experience or because he
should be an expert in the area. This person is
always named and is usually picture in the
ad. EX Tiger Woods says the following Smith
golf equipment is the finest. I use it all the
time. All Got Milk? Ads are this type of
propaganda.
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Transfer
In this ad the reader is told that if he uses a
certain product, wonderful things will
result. EX A whole new world of good health
and good looks awaits you at the European
Health Spa.
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Scientific Slanting
Phrases Such as Dentist Recommend or More
doctors prescribe are used in the type of ad.
Good examples are aspirin or toothpaste Ads.
This technique is sometimes called Facts and
Figures.
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Word Magic
What we think of a product often depends on what
it is called. Word magic works two ways. First,
the product advertised is made to sound exciting.
Second, competing products are made to sound not
nearly as good as the ones being advertised. EX
luxury beautiful
economical
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Repetition
Persuasion by repetition is based on the
stimulus-response learning theory. If an
audience sees or hears the same message repeated
often enough, they will be inclined to respond as
the persuader wishes them to. EX Head Onapply
directly to the forehead Head Onapply directly
to the forehead.
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Direct Order
This is the oldest and simplest method of
advertising. The product is shown, and the
people are told to buy it. Buy U.S. Savings
Bonds, says one ad. Some people must be told as
others must be persuaded.
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Bargain Price
Most ads dont mention exact prices. When they
are included in the ads, they are usually said to
be low or reduced. this may not be true.
One stores bargain price may be higher than what
another store chargers everyday of the year. A
20 Off sign means nothing if the store raised
prices the week before.
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Jokes
Almost everyone enjoys jokes, and many people
remember them. If the joke is tied in with a
product, many people will remember the
product-just as the advertiser intended.