Propaganda in Advertising. What is propaganda? Propaganda is the use of a variety of communication techniques. These techniques create an emotional appeal.

Propagandain

Advertising

What is propaganda?

Propaganda is the use of a variety of communication techniques. These techniques create an emotional appeal to do one of the following:

• accept a particular opinion• adopt a certain behavior • perform a particular action• purchase a particular product

Propaganda Techniques

Name Calling

Name Calling links a person or idea to a negative symbol.

Examples:

• commie

• yuppy

• B. Hussein Obama

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Glittering Generalities

Glittering Generalities uses virtue words (the opposite of name calling) to link a product or idea with a positive symbol.

Examples

• democracy

• patriotism

• family

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Transfer

Transfer is a device that links a positive feeling with a product or idea.

• values

• fame or wealth

• power

• sex appeal

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Testimonial

Testimonial uses a public figure or celebrity to promote a product, idea, or political candidate.

Examples:

• sports star

• actor or actress

• musician

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Plain Folks

Plain Folks attempts to convince the audience that a prominent person has ideas that are “of the people.”

Example: “Hockey Mom”

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Snob Appeal

Snob Appeal flatters the customer or implies that the particular product is better than others.

(Opposite of Plain Folks)

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Bandwagon

Bandwagon makes the appeal that “everyone else is doing it, and so should you.”

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Fear

Fear warns the audience that disaster will result if they do not follow a particular course of action.

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Bad Logic

Bad Logic uses an illogical message to manipulate or deliberately promote a cause.

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Evidence Claims

Evidence Claims use scientific-sounding jargon, statistics, or “miraculous ingredients” to promote a product.

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Identify the PropagandaTechnique

#1

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#2

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#3

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#4

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#5

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#6

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#7

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#8

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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Slammo!

Buy a Slammo racket andnever lose another game.

#9

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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#10

• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims

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