ADVERTISING v Advertising v Pros Aim and Cons

ADVERTISING v. Advertising v. Pros Aim and Cons of Advertising v. Propaganda Techniques

Think about… What you wear The perfume you use The meals you eat The person you vote for The car you drive

Do you really like them, or have you been influenced by ADVERTISING?

History of Advertising � Advertising is a strategy for companies to support and sell their products. � Propagandists simply want people to believe the messages being sent.

Advertising is everywhere you turn!

Pros Cons Ø Provides information to customers Ø Much ads is psychological rather than informative Ø Customers can make better choices about what to buy Ø Manipulates people’s taste Ø Impedes competition Ø Causes consumers to perceive differences between products that do not really exits Ø Ø Fasters competition The willingness of the firm to spend a large amount of money on ads can itself be a signal to customers about the quality Propaganda techniques

v. Transfer v. Pinpointing the Enemy v. Testimonials v. Glittering Generalities v. Plain Folks v. Bandwagon

Partnership between Ikea, a Dutch company that designes and sells ready-to-assemble furniture, and WWF (World Wide Fund For Nature). Transfer It is an attempt to make the subject view a certain item in the same way as they view another item. By linking an item to something the subject respects or enjoys, positive feelings can be generated for it. Back to propaganda techniques

Testimonials Is a technique which attempt to connect a famous or respectable person with a product or item. Nuetella, loved by million of Italians, has been pomoted by the Italian National Footbal team as the “champions’ snak”. Back to propaganda techniques

Plain Folks The plain folks device is an attempt by the propagandist to convince the public that his views reflect those of the common person, and that they are also working for the benefit of the common person. Back to propaganda techniques

Watch the Video Pinpointing the Enemy This is an attempt to simplify a complex situation by presenting specific groups, persons, or Competition between Mac and Pc objects as the enemy. Back to propaganda techniques

Glitering Genealities It is a technique, used during political campaigns, that uses a language associated with values and beliefs deeply held by audience. Back to propaganda techniques

Bandwagon is an appeal to the subject to follow the crowd and to join it because others are doing so as well. Bandwagon propaganda is, essentially, trying to convince the subject that one side is the winning side, because more people have joined it. Back to propaganda techniques

The End Colucci Chiara