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Propaganda and Persuasion Techniques
Propaganda is…
• The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person.
• The art of persuasion.
Bandwagon
• Makes the impression that “everyone else” is using the product and if you do not, you will be left out
• Examples:– A “must have” for the modern teen.– The popular choice for mayor.– Don’t be the last one on the block to get one.
http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1
Card Stacking
• Making one side or product look better by only mentioning some of the facts
• Example:– Brand X detergent cleans better than Brand Y.
(different stains, size, material, etc.)
http://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.html
Glittering Generalities
• Broad statements used to associate product with audience beliefs and values
• Examples:– The “All-American” candidate– A quality job well-done– Trusted like a true neighbor
http://www.adpulp.com/obamarketing/
Name Calling
• Negative words or names used to create an unfavorable opinion of competition
• Examples:– He is a terrorist– She is a tree-hugger– They are cheapskates
http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/
Plain Folks
• Spokesperson is an ordinary citizen, “someone just like you” who can be trusted
• Examples:– The neighbor recommends this candidate– Mom loves this product
http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24
Testimonial
• A famous or respected person endorses this product
• Examples:– This doctor uses this product and so should
you.– This celebrity is voting for Candidate X and so
should you.
http://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.html
Transfer
• Carry over good feelings about one object to the product itself
• Examples:– Vote for this candidate (flag waving in the
background)– You like the song in the background, so you
like the product.
http://www.inquisitr.com/129401/e-trade-buyout-ameritrade-citadel/
Emotional Appeal
• Arouse emotions such as fear, humor, love, or desire
• Examples:– Everyone loves puppies, so people buy this
product because puppies are in the ad.– Don’t let murderers get in your house, get this
security system.
http://www.prisonplanet.com/anti-terror-ads-banned-for-encouraging-stasi-activity.html
Either/Or Thinking
• Make the audience believe that only two options are possible, with no middle ground or possibilities
• Examples:– Either you support the war or you are on the
side of the terrorists.– Either you buy organic food or you don’t care
about your family’s health.
http://theplantrant.com/tag/legalization/page/2/
False Cause and Effect
• If B follows A, then A must cause B
• Example:– A man ate pizza everyday. That man lived to
be 100. Eating pizza everyday will make you live a long life.
In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed less than those who ate less whole grain. *
http://wholegrainnation.eatbetteramerica.com/benefits/
Repetition
• Saying a word or phrase over and over again so it “gets stuck” in the audience’s mind
• Example:– “Head On, apply directly to the forehead. Head On, apply directly to the forehead. Head On, apply directly to the forehead.”
http://dev.w3.org/html5/alt-techniques/