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Understanding Persuasive Techniques in Advertising and Propaganda

This guide explores key persuasive techniques used in advertising and propaganda, illustrating how they manipulate perception. Techniques such as Bandwagon, Name Calling, Glittering Generalities, Testimonials, Transfer, Emotional Words, Faulty Cause and Effect, Plain Folks, Humor, and Repetition are discussed. Each technique is complemented with relatable examples, demonstrating how brands like Microsoft and Coca-Cola utilize these strategies to influence decisions, evoke emotions, and drive consumer engagement. Understanding these methods can empower individuals to critically evaluate the information they encounter.

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Understanding Persuasive Techniques in Advertising and Propaganda

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Presentation Transcript

  1. PROPAGANDA How “They” Convince You the deliberate spreading of such information, rumors, etc.

  2. BANDWAGON • Everybody’s doing it. You should too. • Everybody else has it. So should you. • You don’t want to be the only one without this. EX: Microsoft’s “I’m a PC”

  3. Name Calling • This techniques consists of attaching a negative label to a person or a thing. Rather than explain what they believe in, they prefer to try to tear their opponent down. EX: ManyPolitical Ads

  4. Glittering Generalities • This technique uses important-sounding "glad words" that have little or no real meaning. • Words such as “good”, “best”, “honest”, and “fair” are used in general statements that cannot be proved or disproved. EX: An ad by a cigarette manufacturer proclaims to smokers: “Don’t let them take your rights away!”

  5. TESTIMONIAL • A famous person or someone with desirable characteristics actually TELLS that they use or endorse this product. EX: Jessica Simpson – Pro Active

  6. TRANSFER • A famous person or someone with desirable characteristics just appears in the ad to make you want the product. The person does not speak about the product. EX: Michael Jordan – Hanes underwear

  7. EMOTIONAL WORDS • The writers use words or pictures that appeal to your emotions, feelings, or desires. EX: Icy Cold Coca Cola

  8. FAULTY CAUSE AND EFFECT • This technique suggests that because B follows A, A must cause B. • The writer gives reasons, but they are slanted or biased towards the product, not necessarily the complete truth. EX: “Nuclear energy means cleaner air.” 

  9. PLAIN FOLKS • The ad makes you think the product comes from just good people, nothing fancy, plain ordinary people. EX: Hidden Valley Ranch Salad Dressing

  10. HUMOR • This one’s pretty obvious. The ad is funny.  EX: Chad and the nerds—AllTel My Circle

  11. REPETITION • The product name or outcome is repeated several times. EX: Head On – Apply directly to the forehead….

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