Define "Propaganda"
 
 

List 4 common tech. used by advertisers
 
 

Define & explain "testimonial" technique
 
 
 
 

Define & explain "bandwagon" technique
 
 
 
 

Define & explain "plain folks" technique
 
 
 
 

Define & explain "transfer" technique

Intro
Propaganda used by politicians, writers.
Also by advertisers.
Def: Messages intended to persuade audiences to adopt a certain opinion.

Advertisers use propaganda.  4 techniques common. 

1. Testimonial

• Def: Celebrities used to pitch idea, sell product;
• Audience associate star qualities of celebrity w/ product.
• Ex. Michael Jordan sells Nike shoes

• Def: Encourages people to buy b/c e'one is doing it.
• Ads urge you to get on board; don't get left out.
• Ex. "All over America, people are switching to...."

• Def: Product associated with ordinary folks like you & me.
• Ads use "regular", next-door-neighbor types to sell product.
• Ex. New mother in hospital uses Tylenol.

• Product associated with s'thing that is attractive or respectable.
• Car ads show gorgeous model - audience transfer feelings about model to car.
• Ads use patriotic symbols like bald eagle - audience transfers patriotic feelings to product, company.
• Ex. Wal-Mart claims to sell only made-in-USA products.

• Advertisers use propaganda.
• Propaganda = Messages intended to persuade audiences to adopt a certain opinion.
• 4 common propaganda techniques used by advertisers:

1. Testimonial: celebrity endorses product.
2. Bandwagon: everybody is buying product.
3. Plain Folks: ordinary, non-glamorous people like us use it.
4. Transfer: transfer feelings of admiration to product.