Advertising 101

Want to know

how to get people

to spend their money on YOUR product?

Propaganda is…

• any ideas or beliefs that are intentionally spread. • set of messages aimed at influencing the

opinions or behavior of large numbers of people • Deliberate attempt to get someone to agree with

you or to coerce them into doing something.• Telling only the side you want people to know.• Appealing to someone’s emotions, not their

intelligence.

types of propaganda

1. Bandwagon

2. Emotional appeal

3. Transfer

4. Repetition

5. Testimonial

6. Glittering Generalities

7. Pandering

8. Name-Calling

9. Plain Folks

10.Scientific Approach

Bandwagon

• persuading a consumer by telling them that others are doing the same thing

• in soft drink ads there will be many attractive young people having fun on a beach

• everyone else is using this product, so you should, too." Bandwagon ads exploit our desire to be part of the crowd.examples

Emotional appeal

• words that make a consumer feel strongly about someone or something are used

• Ralph Lauren sells their perfume by showing a romantic love scene and just putting the word “romance” on the ad

Transfer

• a product is sold by the name or picture of a famous person or thing, but no words from the person or thing

• political advertisements might use the American flag to help sell the product

Repetition

• the product’s name is repeated at least four times in the ad.

• example: the Head-On commercial!

Testimonial

• a product is sold by using words from famous people or an authority figure

• “Nine out of ten dentists recommend this type of toothpaste”

• A celebrity endorses a product, idea, or person.

Emotional appeal

Repetition

Bandwagon

Which technique?

Which technique?

• vague, nice-sounding descriptions of things:

• “Have a lawn that makes you proud.”

• “Get the biggest and best for your money.”

• “…stronger, brighter.”

Which technique?

Which technique?

• appeals to your sense of home and family

• “Lemonade, just like grandma used to make.”

• “The hearth-baked goodness of whole grain bread.”

• “It’s as American as apple pie.”

Which technique?

Which technique?

• a direct line to your fear, anger, pity, or sense of humor

• “Don’t be bullied into paying more taxes than you need to.”

• “If you know the feeling of a dead battery on a lonely road, then buy…”

Which technique?

Which technique?

• Since many people want to do what everyone else is doing, you are urged to hop aboard and join the crowd.

• “Be like all the others in your neighborhood and roller skate under the stars…”

• “Join the younger generation, vote for…”

Which technique?

Which technique?

• One blames problems on a particular group, person, or idea.

• “I don’t want those big-mouthed kids in the library.”

• “Our downfall began under the other party.”

• “Your money problems are caused by that party.”

Which technique?

Which technique?

• only presents one side and hides the other.

• only presents what is favorable or what is unfavorable, whatever helps their cause.

Which technique?

Which technique?

• These refer to people who are either unnamed, unknown, or famous who have something to positive to say about the product, issue or candidate.

• Everyone is made to sound like an expert: “Most experienced mothers depend upon…”

• “These movie stars are voting for…”

Which technique?

Which technique?

• Tests, statistics, survey, and pseudo-scientific jargon (wording) are used to sound convincing.

• “Four out of five dentists use…”

• “Research shows that…”

• “The polls show our candidate ahead.”

Which technique?

Which technique?

• These give the impression that people of elegance, wealth, good taste, and intelligence will buy the product or vote for the issue or candidate.

• “When only the very best will do, buy…”

• “People of status will vote for…”

Which technique?

Which technique?

• groups things for a stronger effect.

• The following combinations of traits do not necessarily go together.

• “young and joyous,”

• “thick and juicy,”

• “old and wise.”

Which technique?