Propaganda n Techniques used to influence opinions emotions

Propaganda n. Techniques used to influence opinions, emotions, attitudes or behavior. n. The purpose is to benefit the sponsor or product they are trying to sell to you. n. The purpose is to persuade.

Characteristics of Propaganda n n In advertising the purpose is to claim “superiority” (you’re the best) in order to sell product. Weasel Words - modifiers that look substantial but are meaningless. Weasel Words: tackles, comforts, refreshes, fights, helps, virtually… Makes audience believe in something or want to do something.

Recognizing Propaganda Techniques n n n Bandwagon Testimonial Snob Appeal Plain Folks Patriotism

More Propaganda… n n Transfer Name-Calling

Bandwagon persuasive technique that invites you to join the crowd. Ø Everybody’s doing it! Ø Often uses weasel words Ø

Examples Ø Everybody is doing this. Join the crowd! You must JOIN in to FIT in! Ø If you want to fit in, you need to “jump on the bandwagon” and do it too. Ø Everyone in Auburn is supporting Bob Riley. Shouldn’t you be part of the winning team?

Transfer Positive feelings/desires are connected to a product/user Transfers positive feelings we have of something we know to something we don’t. Sex Appeal Ø Love/ Popularity Ø Fame Ø Wealth Ø Power Ø

Transfer Examples: Ø Good feelings, looks, or ideas transferred to the person for whom the product is intended.

Testimonial Ø Ø Ø Statement endorsing an idea/product by a prominent person. Product can be inside or outside particular field. Musical artists, Sports giants, Actors/actresses

Examples of Testimonial *An important person endorse a product

More Testimonial Examples If we drink milk we will all be as famous and as strong as superman.

Aims to flatter Ø Makes assumption/ insinuation that this product/idea is better than others… Ø Thus, those that use it are too. Ø Snob Appeal The Ultimate driving machine

Plain Folks Opposite of Snob Appeal Ø Identifies product/idea with a locality or country Ø Practical product for ordinary people. Ø Like a good neighbor…

Plain Folks Example Ø We want a Jim Smith, a mayor who supports the regular American worker. Clipart-Microsoft Office XP 2002 Vote for Smith

Plain Folks Example:

Patriotism Purchase will display love of country. Ø Person will financially help the country. Ø …built American tough

Evidence Claims Ø Facts and Figures – statistics to prove superiority. Ø Magic Ingredients – suggests some miraculous discovery makes product exceptionally effective. Ø Hidden Fears – suggests that user is safe from some danger.

Evidence Trident: Four out of Five Dentists

Slogan Ø Ø Ø A catchword or phrase loaded with emotion Often sells through repetition Clever and easy to remember Stays with you a long time Often a melody you already know “Trust Sleepy’s For the ‘rest’ Of your life”

Ø THE 20 th CENTURIES TOP 10 COMMERICAL Slogans/JINGLES l You Deserve a Break Today (Mc. Donald’s) Be All That You Can Be (U. S. Army) Pepsi-Cola Hits The Spot (Pepsi-Cola) Mmm Good! (Campbell Soup) See The USA In Your Chevrolet (GM) I Wish I Were An Oscar Mayer Wiener (Oscar Mayer) Double Your Pleasure, Double Your Fun (Wrigley's Gum) Winston Tastes Good Like A Cigarette Should (Winston) It’s The Real Thing (Coca-Cola) A Little Dab’ll Do Ya (Brylcreem) l Source: Advertising Age l l l l l

Ø Ø Ø Ø TOP 12 SLOGANS OF THE CENTURY Diamonds are forever (De. Beers) Just do it (Nike) The pause that refreshes (Coca-Cola) We try harder (Avis) Good to the last drop (Maxwell House) Breakfast of champions (Wheaties) Does she. . . or doesn't she? (Clairol) When it rains it pours (Morton Salt) Where's the beef? (Wendy's) Let your fingers do the walking (Yellow Pages) M&Ms melt in your mouth, not in your hand (M&M candies) We bring good things to life (General Electric)

Engaging Techniques: Ø Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language. Ø Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc. )

Name - Calling Ø Ø Ø A way of smearing an opponent Intent is to damage opponent It also arouses suspicion of opponent Intention is to create an uneasy feeling Used by politicians and product companies

Examples of Name-Calling Do we want a mayor who will leave us in debt? In a campaign speech to a logging company, the Congressman referred to his environmentally conscious opponent as a "tree hugger. "

Buyer Beware Be a conscientious consumer n Know what devices are trying to influence you n Then… n Make an informed decision n

Sources n n http: //images. google. com www. motordesktop. com/ wallpaper_sportscars 1. php www. operationhomerun. org/ photos_cash. htm www. amerimark. com/cgi-bin/ amerimark/cate_id/a. . .

Sources continued: www. autointell. net/. . . / ford-ranger 01. n htmwww. uwhc. org. uk/ dental. htm n n http: //images. google. com