propaganda in advertising. what is propaganda? propaganda is the use of a variety of communication...
TRANSCRIPT
Propagandain
Advertising
What is propaganda?
Propaganda is the use of a variety of communication techniques. These techniques create an emotional appeal to do one of the following:
• accept a particular opinion• adopt a certain behavior • perform a particular action• purchase a particular product
Propaganda Techniques
Name Calling
Name Calling links a person or idea to a negative symbol.
Examples:
• commie
• yuppy
• B. Hussein Obama
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Glittering Generalities
Glittering Generalities uses virtue words (the opposite of name calling) to link a product or idea with a positive symbol.
Examples
• democracy
• patriotism
• family
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Transfer
Transfer is a device that links a positive feeling with a product or idea.
• values
• fame or wealth
• power
• sex appeal
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Testimonial
Testimonial uses a public figure or celebrity to promote a product, idea, or political candidate.
Examples:
• sports star
• actor or actress
• musician
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Plain Folks
Plain Folks attempts to convince the audience that a prominent person has ideas that are “of the people.”
Example: “Hockey Mom”
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Snob Appeal
Snob Appeal flatters the customer or implies that the particular product is better than others.
(Opposite of Plain Folks)
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Bandwagon
Bandwagon makes the appeal that “everyone else is doing it, and so should you.”
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Fear
Fear warns the audience that disaster will result if they do not follow a particular course of action.
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Bad Logic
Bad Logic uses an illogical message to manipulate or deliberately promote a cause.
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Evidence Claims
Evidence Claims use scientific-sounding jargon, statistics, or “miraculous ingredients” to promote a product.
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Identify the PropagandaTechnique
#1
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#2
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#3
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#4
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#5
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#6
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#7
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#8
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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Slammo!
Buy a Slammo racket andnever lose another game.
#9
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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#10
• Name Calling• Glittering Generalities• Transfer• Testimonial• Plain Folks• Snob Appeal• Bandwagon• Fear• Bad Logic• Evidence Claims
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