PROPAGANDA/PERSUASIVE TECHNIQUES

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PROPAGANDA/PERSUASIVE TECHNIQUES

• Techniques used to influence opinions, emotions,
  attitudes or behavior.
• It appeals to the emotions not the intellect.
• The purpose is to persuade.

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Characteristics of Propaganda

• In advertising the purpose is to claim
  superiority in order to sell product.
• Makes audience believe in something or want to do
  something.

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Seven Propaganda Techniques

• Bandwagon
• Testimonial
• Snob Appeal
• Glittering Generalities
• Overgeneralization
• Name Calling
• Stereotype

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Bandwagon

• Persuasive technique that invites you to join the
  crowd.
• Everybodys doing it!
• Makes us not want to feel left out.
• Dont be the last kid in your class to get the
  word! Everyone loves the great flavor of new
  BubbleManiacs Gum!

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Testimonial

• Statement endorsing
• an idea/product by a
• prominent person or a
• satisfied customer.
• Endorsed by someone
• the consumer trusts.
• Product can be inside
• or outside particular
• field.
• Musicians, sports giants,
• actors/actresses

Queen Latifah for Cover Girl
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Snob Appeal

• Aims to flatter. Stand out from the crowd.
• Implies that this product/idea is better than
  othersThus, those that use it are better
  toosmarter, more attractive, more fit.
• Avant Garde, ahead of the times.

The Ultimate driving machine
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Overgeneralizations

• Statement jumps from a few cases to all.
• Uses all or nothing words like every, always, and
  never.
• Used by politicians.

All children today know nothing about history
and geography. Theyre too busy playing video
games or texting to learn anything.
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Name Calling

• Intent is to damage opponent/product and create
  an uneasy feeling.
• It also arouses suspicion
• of opponent/product.
• Used by politicians and product companies.
• Often, name calling is
• employed using sarcasm
• and ridicule, and shows
• up often in political
• cartoons or writings.

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Glittering Generalities

• Words or phrases which have strong emotional
  overtones or connotations and which evoke
  strongly positive (or negative) reactions far
  beyond the specific meaning of the word.

• You slowly murder your children when you feed
  them fast food!

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Glittering Generalities

• Leave all of your troubles behind! Loose yourself
  in paradise! Shine like the sun in Cancun!

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STEREOTYPE

• Presents a narrow, fixed idea about all the
  members of a certain group.
• No politician can be trusted!

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Other Engaging Techniques

• Wit and Humor diverts audience and gives a
  reason to laugh often through the use of clever
  visuals and/or language.
• Fear Frightening the consumer into buying a
  productWhat if?
• Rewards bonus awarded to consumer for purchase.
  (Toys, gimmicks, rebates, free payment, etc.)

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Target Audience

• The specific group of consumers to whom the
  propaganda was targeted to convince to buy a
  particular product or support a particular
  candidate / cause.
• For example 2-5 year olds, single men, moms,
  etc

• Soccer moms
• Teenage boys/girls
• Toddlers
• Kids ages 5-10
• Elderly
• Mid-life men
• Etc

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BIAS

• An inclination of feeling or of outlook
  especially a personal and sometimes unreasoned
  judgment prejudice

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BIAS

• Both are accurate descriptions of the attendance
  at a meeting.
• The first gives the reader the impression that
  the event was successful, with more people than
  expected attending. Is this biased? How?
• The second sentence implies fewer people than
  expected showed up. Is this biased? How?
• A neutral way to describe the attendance would
  have been "About 950 people attended the event."

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CLASSWORK

• Your group will be given a packet of print ads.
• All group members will list the name of the
  product, the type of persuasive technique that
  was used, and the target audience for the
  product.
• Review the techniques with your group when you
  are finished.

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Homework

• You will choose a product, it can be an actual
  product or one of your own creation.
• Create a print ad campaign using the seven
  persuasive techniques that we learned about in
  class.
• Label each technique under the ad.

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HOMEWORK

• View three ads from television or print.
• 1.Write the title of the ad.
• 2.) Tell what type of propaganda is used.
• 3.) Evaluate the effectiveness of the ad.
  Explain why it is effective or why it does not
  work well be specific!
• 4.) Who is the target audience?