Persuasion Techniques: Propaganda and Advertising
TAKEN FROM: LESSON 15 “ANALYZING PERSUASIVE TECHNIQUES IN ADVERTISING” MCDOUGAL LITTLE/HOUGHTON MUFFLIN 2 0 1 2 What is propaganda?
A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view
(“Rosie”) Sounds like persuasive writing!
Common Persuasive Techniques Used in Advertising
Bandwagon Plain Folks Appeal Celebrity Spokesperson Purr Words Emotional appeals Repetition Facts and Figures Snob Appeal Glittering Generalities Testimonial Humor Weasel Words or Empty Individuality Phrases Name Calling Slogans
Bandwagon
How It Is Used Intended Effect
Suggests everyone is Consumer buy the using this product product because they want to fit in Consumers assume that if others buy it, the product must be good. Bandwagon Example
The bandwagon effect And the running created these fine internet boom….. sensations…..
(USA T&F) (“Social Media”) Celebrity Spokesperson/Testimonial
How It Is Used Intended Effect
Shows a popular Consumer transfers their celebrity promoting the respect of admiration of product the celebrity to the product Consumers associate the product with the celebrity Celebrity Spokesperson/Testimonial
(Proactiv) (WeightWatchers) Emotional Appeal
How It Is Used Intended Effect
Taps into certain Emotions prompt emotions such as consumers to feel a happiness, sadness, certain way about a excitement, or fear product
Emotional Appeal Example
(Maricopa County)
(“Hunger”) Facts and Figures
How It Is Used Intended Effect
Using tests, statistics or “4 out of 5 dentists information that sounds recommend this “scientific” to prove that toothpaste” one product or person is “73% of Americans better than the other believe this candidate will do a better job – can they all be wrong?”
Facts and Figures Examples
(GraphJam) (“Crest”) Glittering Generalities
How It Is Used Intended Effect
Uses vague words – such Consumers accept this as patriotism and information, often freedom- that bring to without questioning why mind values people agree no evidence was given to with support the claim tells only positive things about a product often provides little or no concrete evidence
Glittering Generalities
(Coca-Cola)
(“I Want You”) Individuality
How It Is Used Intended Effect
Appeals to consumers’ Consumers celebrate desire to be different their own style, or rebel from everyone else; the against what others are opposite of bandwagon doing Consumers think of products as different, fashionable, or cool
Name Calling
How It Is Used Intended Effect
Using negative words, To turn consumers usually in politics, against a competing without giving evidence person of facts
Name Calling Example
Name calling can be implied through an unflattering image Plain Folks Appeal
How It Is Used Intended Effect
Tries to show a person or The consumer feels a product is good for connected to the people “ordinary” people in the ad because they are “just like you” and understand you
Plain Folks Appeal
Persuasive device Plain ol’ mom folk… especially favored by politicians!
Purr Words
How It Is Used Intended Effect
Uses words that have a The words make the positive connotation, product seem more such as “tasty,” “fresh,” desirable or “sensational” The words appeal to the consumers’ emotions, rather than their reason
Purr Words Examples
Repetition
How It Is Used Intended Effect
Uses specific words, Consumers remember images, or phrases that the phrase and associate are stated or shown over them with the product and over again
Repetition Snob Appeal
How It Is Used Intended Effect
Taps into people’s desire Consumers associate to be with a special part being special or elite with of an elite group the product, service, or idea
Snob Appeal Examples Weasel Words or Empty Phrases
How It Is Used Intended Effect
Uses broad promises or Convince the consumer phrases that don’t really the product works better mean anything than any other
Weasel Words or Empty Phrases Slogans
How It Is Used Intended Effect A catchy phrase or Consumers will statement often used to remember the phrase sell a service or a product and purchase the product
Slogans
They’re………. Let’s Watch Some Commercials!
“Find Greatness” http://www.youtube.com/watch?v=LYWEN0g0diI “Commitment to America” http://www.youtube.com/watch?v=V6m-VJy8Toc&feature=plcp “Cookie” http://www.youtube.com/watch?v=a6EO2zVsIfs “Bling it Up” http://www.youtube.com/watch?v=oWffQ5uRXgg “Hard Times” http://www.youtube.com/watch?v=EnUKurl7Fog “Dr. Pepper” http://www.youtube.com/watch?v=jvCTaccEkMI “Back to Basics” http://www.youtube.com/watch?v=6HNKqffU3Cc
Works Cited
McDougal Little/Houghton. “Lesson 15: Analyzing Persuasive Techniques in Advertising.” McDougal Little/Houghton Mufflin. 2012. Web. 5 December 2012. “Rosie the Riveter.” ideasdelight.com. Indulgey. n.d. Web. 5 December 2012.