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Persuasion Techniques

Propaganda and Advertising

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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

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Common persuasive techniques often used in advertising

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  • Name Calling
  • Snob Appeal
  • Bandwagon
  • Testimonial
  • Loaded words
  • Card Stacking
  • Misuse of Statistics
  • Plain Folks

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Bandwagon

A statement suggesting that everyone is using a specific product, so you should, too!

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Being “in the group” makes you feel secure.

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The bandwagon effect created these fine internet sensations…..

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Examples of Bandwagon

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Bandwagon Examples

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Bandwagon Examples

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Example

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Example

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Loaded Words and Glittering Generalities

Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group).

Loaded Words can be Glittering Generalities

Glittering Generalities=Words that “glitter” but give no details about the product.

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“NEW IMPROVED TIDE”

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Example

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Example

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Loaded Words Example….

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Loaded Words

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Loaded Words……

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Testimonial

A well-known person or a previous customer supports a product or service

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Testimonials

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Example

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Testimonial from customer

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Example

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Testimonials work!

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Name Calling

Is used to incite fears and arouse prejudices in the viewers with the idea that the bad names will cause people to construct a negative opinion about a group or product. This technique is used more often in politics than advertising.

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Example

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Name calling can be implied through an unflattering image

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Name Calling….

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Example

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Plain Folks

When a company tries to show it is “just like you”

Persuasive device especially favored by politicians!

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Example

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Example

Subway Five Dollar Footlong Advertisement

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Plain Old Mom Folk

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Plain Folk & Humor

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Plain Folk Political Ad…

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Plain Folk Ad

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Snob Appeal

Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else--especially since other people can't afford it.“

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Example

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Snob Appeal Ad…

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Example

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Snob Appeal

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Misuse of Statistics

using statistics selectively to give a more favorable view of your product

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Example of Misuse of Statistics

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This is an ad that riled AT&T

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AT&T’s replies in an ad that gives their version of the map…..�Why the big difference? Hmmmm…

They added their land lines in this map!

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Example

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“Four out of five dentists recommend sugarless gum for their patients who chew gum”

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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.

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  • THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.

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Transfer Examples:

VOTE REPUBLICAN

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Transfer:

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Transfer Example:

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Transfer Example:

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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.
  • Omitting relevant facts.

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Card Stacking example

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Card Stacking

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Card Stacking!

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Card Stacking – making the Coke look just a little better for the uninformed!

That 16oz bottle

actually has

180 calories

Not bad! Right?

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Slogans

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Slogan

A catchy phrase or statement often used to sell a service or a product

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Example

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Example

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Example

They’re

GRRRRRRREAT!

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Audience Awareness

Advertisers know how to

  • target their audiences
  • use appropriate persuasive technique

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Target Audience?

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Target Audience?

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Target Audience?

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Target Audience?

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Target Audience?

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Target Audience?

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Target Audience?

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Avante Guarde

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Avante Guarde or Are You _______ Enough for this?

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Quick review –Can you define these devices?

  • Name Calling
  • Snob Appeal
  • Bandwagon
  • Testimonial
  • Loaded words
  • Misuse of Statistics
  • Plain Folks
  • Avante Guarde

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Quick review

  • Slogan
  • Target audience