Propaganda and Persuasion Techniques

Propaganda is…

• The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person.

• The art of persuasion.

Bandwagon

• Makes the impression that “everyone else” is using the product and if you do not, you will be left out

• Examples:– A “must have” for the modern teen.– The popular choice for mayor.– Don’t be the last one on the block to get one.

http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1

Card Stacking

• Making one side or product look better by only mentioning some of the facts

• Example:– Brand X detergent cleans better than Brand Y.

(different stains, size, material, etc.)

http://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.html

Glittering Generalities

• Broad statements used to associate product with audience beliefs and values

• Examples:– The “All-American” candidate– A quality job well-done– Trusted like a true neighbor

http://www.adpulp.com/obamarketing/

Name Calling

• Negative words or names used to create an unfavorable opinion of competition

• Examples:– He is a terrorist– She is a tree-hugger– They are cheapskates

http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/

Plain Folks

• Spokesperson is an ordinary citizen, “someone just like you” who can be trusted

• Examples:– The neighbor recommends this candidate– Mom loves this product

http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24

Testimonial

• A famous or respected person endorses this product

• Examples:– This doctor uses this product and so should

you.– This celebrity is voting for Candidate X and so

should you.

http://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.html

Transfer

• Carry over good feelings about one object to the product itself

• Examples:– Vote for this candidate (flag waving in the

background)– You like the song in the background, so you

like the product.

http://www.inquisitr.com/129401/e-trade-buyout-ameritrade-citadel/

Emotional Appeal

• Arouse emotions such as fear, humor, love, or desire

• Examples:– Everyone loves puppies, so people buy this

product because puppies are in the ad.– Don’t let murderers get in your house, get this

security system.

http://www.prisonplanet.com/anti-terror-ads-banned-for-encouraging-stasi-activity.html

Either/Or Thinking

• Make the audience believe that only two options are possible, with no middle ground or possibilities

• Examples:– Either you support the war or you are on the

side of the terrorists.– Either you buy organic food or you don’t care

about your family’s health.

http://theplantrant.com/tag/legalization/page/2/

False Cause and Effect

• If B follows A, then A must cause B

• Example:– A man ate pizza everyday. That man lived to

be 100. Eating pizza everyday will make you live a long life.

In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed less than those who ate less whole grain. *

http://wholegrainnation.eatbetteramerica.com/benefits/

Repetition

• Saying a word or phrase over and over again so it “gets stuck” in the audience’s mind

• Example:– “Head On, apply directly to the forehead. Head On, apply directly to the forehead. Head On, apply directly to the forehead.”

http://dev.w3.org/html5/alt-techniques/