Advertising Unit Ways to Persuade Propaganda Techniques Propaganda

Advertising Unit Ways to Persuade- Propaganda Techniques

Propaganda • A systematic effort to spread opinions or beliefs usually for the purpose of persuading people to be for or against someone or something.

Loaded Language • Use of words with positive or negative connotations • What does connotation mean? • We feasted on tasty, nutritious liver. • We forced down the slimy, tough liver.

Positive language • • Creative Talented Distinguished Welcoming • TALKATIVE • Saves her money

Negative language • Cunning • Sly • Screwball • TALKATIVE • Saves her money

Examples of how “loaded “ words are used • Real estate advertisement: Two story, three bedroom house. Living and dining rooms connected by archway. Kitchen has two windows, new cupboards. Screened porch. Basement storeroom. Located in center of town.

• Upper level Family suite assures privacy in this spacious dream home. Prepare a feast for guests in the bright, cheery gourmet kitchen. Entertain in the doublesized living area or enjoy cooling breezes on the veranda. Use your handyman skills to create a lower level den. Conveniently located near shopping and transportation.

Different types of propaganda • • Bandwagon technique Testimonial technique Transfer Emotional words technique Repetition technique Name-calling technique Compare/ Contrast technique

Bandwagon • Writer tries to persuade people to buy something because a large number of other people have bought it

Bandwagon • Everyone’s talking about them! Everyone’s buying them! The hottest styled jeans on the market—Debonaire Jeans. Don’t be the only one in your crowd who’s not in style! No matter what size you are, there are Debonaire Jeans for you. So get with it! Get a pair of Debonaire Jeans!

Testimonial technique • This technique makes use of a statement by some well-known person recommending the product being sold.

Testimonial • Manny Roxer, football star, says, “When I’m in training, I wear Fleetfoot Running shoes. They give me the comfort and support I need to keep my feet and legs in good shape. When anyone asks me how I can run so fast across the football field, I tell them, “Fleetfoot Running Shoes, that’s how!

Transfer • The association of a well-known person with a certain product. • Similar to testimonial except the person is shown with the product but doesn’t make a statement. • Use of symbols (religious, patriotic, and science)

Transfer • A billboard shows a popular movie star standing in front of a Cheetah car. The ad reads, “Cheetah- the car of the stars. ”

Emotional Words technique • Use of words that writers think will cause people to have strong feelings for or against someone or something • Also referred to as “Glittering Generalities. ”

Emotional Words • What makes a better gift than a loving pet? Just imagine owning a cuddly, playful, and adoring puppy. A cute affectionate puppy could become your friend when you visit The Puppytown Shop! Come to the Puppytown Shop and let a puppy love you!

Repetition technique • The writer repeats the name of the product over and over again in hopes that the reader will remember the name of the product

Repetition • Martha Kravits thinks for herself. • Martha Kravits is imaginative. • Martha Kravits would make a good president. • Vote for Martha Kravits.

Name Calling • Using positive or negative words about someone or something to persuade the reader to be for or against that person or product

Name Calling • The new movie, “Kid From Nowhere, ” is a real flop. The director, Milton Carter, has proven himself to be too foolish to realize the American public wouldn’t buy such a flimsy plot. Its no wonder that when it comes to directing, Carter is an amateur. If you’re thinking of seeing such a bomb as “Kid From Nowhere, ” think again. You could find many better things to do.

Compare and Contrast • Comparing one product to another to show which one is best. • This type of advertisement usually points out what is bad about one product and what is good about another product.

Compare and contrast • In these days when saving money matters, why not buy a 2007 Epic? This compact car gets greater mileage than a Puma and it steers and handles better than an Onyx. As for luxury, the Epic even beats the Royal. Face it—when it comes to luxury, economy, and handling, nothing tops the new 2007 Epic.