Propaganda

1
Propaganda

• a specific type of message used to influence
  opinions or behavior of people, rather than
  impartially providing information

2
7 Propaganda Techniques

• Bandwagon
• Card-Stacking
• Testimonial
• Transfer
• Glittering Generalities
• Name-Calling
• Plain Folks

3
BANDWAGON

• Jump on the Bandwagon
• Attempt to persuade you that everyone is doing it
  so you should do it too
• Also known as Peer Pressure

4
For example If the whole world uses this VISA
card, you must need one too.
5
CARD-STACKING

• Only good things are said about the product or
  idea that is being advertised nothing is
  mentioned about the competition
• Build a highly-biased case for your position
• The term 'card-stacking' comes
• from the world of gambling, where
• accomplished players will stack the
• deck in their favor, even as they are
• shuffling the cards!

6
TESTIMONIAL

• Using the words (OR TESTIMONY) of a person to
  persuade you
• Testimonials are
• quotations used to
• support or reject a
• policy, action, or product
• famous people are convincing ?

This was my face before I used Pro Active Just
look at my skin now!
7
For example Milly the model tells people how
great this product is and they believe her!
8
TRANSFER

• An attempt to make the subject view a certain
  item in the same way as they view another item
  even though they may not be connectedIF - THEN
  STATEMENTS EXAMPLE?

• Tiger Woods is good at golf
• Tiger Woods wears Nike
• If I wear Nike I will be good at golf

9
For example Joe uses symbols of America to tie
his restaurant to American values for
Independence Day.
10
Glittering Generalities

• Use powerful and descriptive words to evoke
  emotions
• Emotionally appealing words applied to a product
  or idea
• Present no concrete argument
• or analysis, just make you feel
• really good about the product

11
For example If you want to be brighter and
provide a positive community for everyone, youll
support Bill Brite.
12
Name-Calling

• Spend your effort on making the opponent look bad
  or appear stupid
• If the opponent looks so terrible, your idea will
  naturally look terrific
• Most commonly used in political campaigns

13
For example Do we want a mayor who will leave us
in debt?
14
PLAIN FOLKS

• Make the leaders look
• just like ma n pop-
• style plain folks
• People will tend to trust
• an advertisement if the
• view can identify with people in the ad
• Focus on speech, clothing, and actions

15
For Example We want a regular American worker
like Jim Smith to be our mayor. He will be a
mayor who supports the regular American worker.
16
Propaganda in Advertising

• There are many other types of propaganda used in
  advertising. These seven are some of the most
  common
• 1. Bandwagon 5. Glittering Generalities
• 2. Card-Stacking 6. Name-Calling
• 3. Testimonial 7. Plain Folks
• 4. Transfer

17
ASK YOURSELF

• 1. What is the real message?
• 2. What propaganda techniques are used?
• 3. Who is the intended audience?
• 4. What is the most prominent figure in the ad?