Note for teachers:

This presentation is designed to be used as part of a large group discussion regarding some of the propaganda techniques commonly used by advertisers. Each slide lists the technique followed by the definition of that technique. Each slide also contains some images that reflect the propaganda technique in practice. Please modify or replace the images if they are not appropriate, out of date, no longer relevant, or you have found better examples.

Also, make sure to look at the additional information contained in the “notes” section on each slide.

Bandwagon

This technique tries to persuade everyone to join in and do the same thing.

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Testimonial

An important person or famous figure endorses a product.

Emotional Words

Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer.

Name-calling

Negative words are used to create an unfavorable opinion of the competition in the viewer's mind.

• The consumer will join the ranks of the elite by using the product

• The ad reads, “Extraordinary food for extraordinary dogs.” A dog will join the ranks of the elite by eating this dog food.

Snob Snob AppealAppeal

“MGB. The Classic Breed”

•Snob Appeal

Plain Folks Plain Folks AppealAppeal

• Reverse snob appeal applies here. In these ads the intent is to appeal to the average person.

• This ad is geared toward women with average bodies. It wants these women to believe the company has created a product with just them in mind.

“G.E. makes you feel it’s real!”

• Plain Folks Appeal

•Plain Folks Appeal

Faulty cause & effect

Use of a product is credited for creating a positive result.

Compare & contrast

The viewer is led to believe one product is better than another, although no real proof is offered.

Repetition

The product name or keyword or phrase is repeated several times.

How many times can you use the word “Fresh?”

Transfer

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

Work Cited

Sparrgrove, Brett. "8 Propaganda Techniques Used by Advertisers." Propaganda . 5 Nov. 2004. 19 Jun 2007 <http://www.think.com/iste/market/docs/propaganda.ppt>.