Propaganda and Persuasive Techniques
The Good, The Bad, and The Ugly Truth about the Way We Persuade
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Friday, March 23, 2012
Propaganda Techniques
1. Bandwagon—convincing people to follow the crowd; to do something because “everybody is doing it” or because “the popular people are doing it” (peer pressure)**When a credit card company quotes how many million people use their card
Gap Leather CommercialWendy’s Hole Commercial
http://www.youtube.com/watch?v=9m_X1Lm7dqo
http://www.youtube.com/watch?v=9Qd5UEfs4W8Friday, March 23, 2012
Propaganda Techniques
2. Emotional appeal—using descriptive words/images to appeal to your emotions (comfort, fear, happiness, pity, humor, etc.)
**All-State Insurance company persuades you to buy their insurance because “you’re in good hands with All-State”
Drugs Commercial Squirrel Commercial
http://www.youtube.com/watch?v=40kPEjZpM8Mhttp://www.youtube.com/watch?v=nl5gBJGnaXs
Friday, March 23, 2012
Propaganda Techniques
3. Repetition—repeating an idea or the name of a product many times (can be spoken or written)
Meow Mix CommercialSafe Auto Commercial http://www.youtube.com/watch?v=CDIkpY6QsQUhttp://www.youtube.com/watch?v=TW4JDi4hht4
Friday, March 23, 2012
Propaganda Techniques
4. Testimonial—when a famous person or public figure is used to promote or endorse a product
Cover Girl Commercial Queen LatifahChris Brown gum commercial
http://www.youtube.com/watch?v=_XE_MPoFPbghttp://www.youtube.com/watch?v=enJbXlb4zqo
Friday, March 23, 2012
Propaganda Techniques
5. Name calling—criticizing or insulting a person, a product, or an idea, sometimes with no supporting evidence.
**When Prego spaghetti sauce says it’s thicker and more tasty than Ragu.
Quiznos CommercialMitt Romney GOP adhttp://www.youtube.com/watch?v=c78vKtCsRR0&feature=relatedhttp://www.youtube.com/watch?v=AZKejP1UOLo&feature=related
Friday, March 23, 2012
6. Bribery—gaining support for an idea or product by offering incentives (discounts, free items, etc.) **When an infomercial offers to sell you
not one HandyVac but TWO if you call within the next 10 minutes!
JC Penney Commercial McDonald’s dollar menu commercial
http://www.youtube.com/watch?v=0A9FeHnHpqQhttp://www.youtube.com/watch?v=Pwdht0iS2vQ 7
Propaganda Techniques
Friday, March 23, 2012
Propaganda Techniques
7. Faulty Cause & Effect—when you are led to believe that one event caused another even though there is no logical evidence **When a diet pill claims you can take the
pill and lose tons of weight. It takes more than a pill to lose weight!
Super Bowl Amp CommercialRed Bull commercial
http://www.youtube.com/watch?v=baunKIwqJuAhttp://www.youtube.com/watch?v=fxOSwl1p5RQ
Friday, March 23, 2012
8. Plain Folks—showing how a product (or person) easily relates to the common, everyday individual
Nissan CommercialObama Campaign Ad--Middle Class http://www.youtube.com/watch?v=pAXdDz98R8Ehttp://www.youtube.com/watch?v=ONM7148cTyc
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Propaganda Techniques
Friday, March 23, 2012
Persuasive Techniques
9. Logical appeal—using facts and evidence to appeal to your mind and logic (common sense)
**You want to buy a Swiffer Sweeper Vac because it fits into smaller spaces than a big vacuum cleaner
Ford F150 CommercialTruGreen commercial
http://www.youtube.com/watch?v=apeeFHBCyyo
http://www.youtube.com/watch?v=H2dlt67OSXs
Friday, March 23, 2012
10. Expert opinion—using an expert (professional) to promote an idea or product **When a doctor promotes a diet pill
or exercise machine or when a dentist promotes a mouthwash
Trident Commercial Restasis Commercial
http://www.youtube.com/watch?v=Gf_Jk1zLisg http://www.youtube.com/watch?v=852M2oUIvkQ 11
Persuasive Techniques
Friday, March 23, 2012
11. Rhetorical question—asking question you don’t expect to be answered because the audience already knows the answer.
Geico Elmer Fudd commercialCZ-USA commercial http://www.youtube.com/watch?v=1pBM6qhMnsw
http://www.youtube.com/watch?v=GgmSw6c587A
Persuasive Techniques
Friday, March 23, 2012
12. Allusion—using a reference to a famous person/character/idea from literature, art, mythology, movies, history, or TV
**Pepto Bismol’s commercial that features giant-sized figures of Paul Bunyan, Godzilla, and a Greek goddessIHop Lorax commercialMuppets Master Card commercial
http://www.youtube.com/watch?v=Xe95nSs94ds&feature=results_video&playnext=1&list=PL886C6030A5E2D220http://www.youtube.com/watch?v=4GA1KpwnZF0 13
Persuasive Techniques
Friday, March 23, 2012
13. Statistics—using factual numbers, fractions, or percentages to emphasize the positive or negative aspects of a product, item, or idea
**A commercial to stop drunk driving lists how many people were killed by drunk drivers last year
Autism PSANo Child Hungry PSA 14
Persuasive Techniques
http://www.youtube.com/watch?v=WL9I8vcRaIg
http://www.youtube.com/watch?v=2RUYkzJio24
Friday, March 23, 2012