Persuasion Techniques Propaganda and Advertising What is propaganda

Persuasion Techniques Propaganda and Advertising

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

Uses of Propaganda: • • Social Media News Reports Government Reports Movies Radio Television E-mails and Blogs

Bandwago n A statement suggesting that everyone is using a specific product, so you should, too! - It is in your best interest to follow the crowd – otherwise, you’ll miss out! - This technique uses mythos - being “in the group” makes you feel secure. -

Loaded Language Words that will make you feel strongly about someone or something - This technique uses pathos – the goal is for you to feel fear, excitement, pity, etc. - The words used usually sound powerful, but don’t provide specific details about the product -

Testimonial A well-known person or a previous customer supports a product or service - This is another way to use mythos by using famous people -

Name Calling The goal is for people to form a negative opinion about a group or product. This technique attacks the person, not his/her ideas This technique is used more often used in politics

Plain Folks - When a company spokesperson/politician tries to show they are “just like you” - The politician tries to build ethos by seeming trustworthy and having your best interests in mind

Snob Appeal Its message suggests: "Buying our product will make you better than everyone else. ” - The opposite of bandwagon – tries to promote exclusivity. - Especially tries to appeal to wealthy people -

Common Enemy/Scapegoat Portrays a specific group or person as the main source of a problem “Places the blame” and can be paired with name-calling Used frequently during war

Review – Analyze the Commercial! https: //www. youtube. com/watch? v=C Cb. Wy. Yr 82 BM ◦ What is the product being advertised? ◦ What type of people is the commercial trying to appeal to? ◦ What techniques does the company use to draw in the viewer? ◦ Is this commercial effective?

Misuse of Statistics Using statistics selectively to give a more favorable view of your product “Four out of five dentists recommend sugarless gum for their patients who chew gum. ”

Transfer Technique Objects or other people are shown with the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate.

CARD STACKING Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information or omitting relevant facts.

Slogan - A catchy phrase or statement often used to sell a service or a product Logo – an identifiable image associated with the product or company

Target audience – specific and intended group of viewers for a particular product