Persuasion Techniques Propaganda and Advertising TAKEN FROM LESSON
- Slides: 30
Persuasion Techniques: Propaganda and Advertising TAKEN FROM: LESSON 15 “ANALYZING PERSUASIVE TECHNIQUES IN ADVERTISING” MCDOUGAL LITTLE/HOUGHTON MUFFLIN 2012
What is propaganda? A means of convincing people: �to buy a certain product �to believe something or act in a certain way �to agree with a point of view (“Rosie”) �Sounds like persuasive writing!
Common Persuasive Techniques Used in Advertising �Bandwagon �Plain Folks Appeal �Celebrity Spokesperson �Purr Words �Emotional appeals �Repetition �Facts and Figures �Snob Appeal �Glittering Generalities �Testimonial �Humor �Weasel Words or Empty �Individuality Phrases �Slogans �Name Calling
Bandwagon How It Is Used �Suggests everyone is using this product Intended Effect �Consumer buy the product because they want to fit in �Consumers assume that if others buy it, the product must be good.
Bandwagon Example The bandwagon effect created these fine internet sensations…. . And the running boom…. . (USA T&F) (“Social Media”)
Celebrity Spokesperson/Testimonial How It Is Used Intended Effect �Shows a popular celebrity �Consumer transfers their promoting the product respect of admiration of the celebrity to the product �Consumers associate the product with the celebrity
Celebrity Spokesperson/Testimonial (Weight. Watchers) (Proactiv)
Emotional Appeal How It Is Used �Taps into certain emotions such as happiness, sadness, excitement, or fear Intended Effect �Emotions prompt consumers to feel a certain way about a product
Emotional Appeal Example (Maricopa County) (“Hunger”)
Facts and Figures How It Is Used �Using tests, statistics or information that sounds “scientific” to prove that one product or person is better than the other Intended Effect �“ 4 out of 5 dentists recommend this toothpaste” �“ 73% of Americans believe this candidate will do a better job – can they all be wrong? ”
Facts and Figures Examples (“Crest”) (Graph. Jam)
Glittering Generalities How It Is Used �Uses vague words – such as patriotism and freedom- that bring to mind values people agree with �tells only positive things about a product �often provides little or no concrete evidence Intended Effect �Consumers accept this information, often without questioning why no evidence was given to support the claim
Glittering Generalities (Coca-Cola) (“I Want You”)
Individuality How It Is Used �Appeals to consumers’ desire to be different from everyone else; the opposite of bandwagon Intended Effect �Consumers celebrate their own style, or rebel against what others are doing �Consumers think of products as different, fashionable, or cool
Name Calling How It Is Used �Using negative words, usually in politics, without giving evidence of facts Intended Effect �To turn consumers against a competing person
Name Calling Example �Name calling can be implied through an unflattering image
Plain Folks Appeal How It Is Used �Tries to show a person or a product is good for “ordinary” people Intended Effect �The consumer feels connected to the people in the ad because they are “just like you” and understand you
Plain Folks Appeal Persuasive device especially favored by politicians! �Plain ol’ mom folk…
Purr Words How It Is Used �Uses words that have a positive connotation, such as “tasty, ” “fresh, ” or “sensational” Intended Effect �The words make the product seem more desirable �The words appeal to the consumers’ emotions, rather than their reason
Purr Words Examples
Repetition How It Is Used �Uses specific words, images, or phrases that are stated or shown over and over again Intended Effect �Consumers remember the phrase and associate them with the product
Repetition
Snob Appeal How It Is Used �Taps into people’s desire to be with a special part of an elite group Intended Effect �Consumers associate being special or elite with the product, service, or idea
Snob Appeal Examples
Weasel Words or Empty Phrases How It Is Used �Uses broad promises or phrases that don’t really mean anything Intended Effect �Convince the consumer the product works better than any other
Weasel Words or Empty Phrases
Slogans How It Is Used �A catchy phrase or statement often used to sell a service or a product Intended Effect �Consumers will remember the phrase and purchase the product
Slogans They’re……….
Let’s Watch Some Commercials! � “Find Greatness” http: //www. youtube. com/watch? v=LYWEN 0 g 0 di. I � “Commitment to America” http: //www. youtube. com/watch? v=V 6 m-VJy 8 Toc&feature=plcp � “Cookie” � http: //www. youtube. com/watch? v=a 6 EO 2 z. Vs. Ifs � “Bling it Up” � http: //www. youtube. com/watch? v=o. Wff. Q 5 u. RXgg � “Hard Times” � http: //www. youtube. com/watch? v=En. UKurl 7 Fog � “Dr. Pepper” � http: //www. youtube. com/watch? v=jv. CTacc. Ek. MI � “Back to Basics” � http: //www. youtube. com/watch? v=6 HNKqff. U 3 Cc
Works Cited Mc. Dougal Little/Houghton. “Lesson 15: Analyzing Persuasive Techniques in Advertising. ” Mc. Dougal Little/Houghton Mufflin. 2012. Web. 5 December 2012. “Rosie the Riveter. ” ideasdelight. com. Indulgey. n. d. Web. 5 December 2012.
- Transfer definition propaganda
- Persuasion matrix example
- Persuasion vs propaganda
- Global advertising and international advertising
- Is bandwagon
- Persuasive techniques bandwagon examples
- Persuasive writing
- Ads that use name calling
- Advertising techniques for food
- Define advertising techniques
- 5 persuasive techniques in advertising
- What are advertising techniques
- Cereal box ads
- Creative process in advertising
- Persuasive techniques in advertising worksheet
- Plain folks appeal examples
- Ww2 propaganda techniques
- Techniques used in world war ii propaganda
- Testimonial examples propaganda
- Propaganda techniques emotional words
- Glittering generality
- Loaded words propaganda examples
- Propaganda techiniques
- Repetition propaganda meaning
- Glittering generalities propaganda
- Persuasive propaganda techniques
- Propaganda techniques
- Mass communication examples
- Glittering generalities advertising
- Propaganda techniques
- Propaganda techniques images