PROPAGANDA TECHNIQUES:

Propaganda
 publicly to promote something: information put out by an organization or
government to promote a policy, idea, or cause
 misleading publicity: deceptive or distorted information that is
systematically spread
Microsoft® Encarta® 2009. © 1993-2008 Microsoft Corporation. All rights reserved.
 
1 NAME CALLING - Using a negative term to create a negative emotional attitude for an
individual or thing. Calling a person or group a bad name. (Some examples:
Communist, Reactionary, Red, Capitalist, moron, egghead, fellow-traveler.) These
Name-Calling words are usually used emotionally, inaccurately, without proof, and have
often ruined reputations

2 GLITTERING GENERALITY - Exaggerating the merits of a product using general,

unsupported and often meaningless statements; nice words. That is, using a shred of
truth as a basis for a sweeping statement

3 CARD STACKING Telling the facts of one side only Using the facts or issues like a
deck of cards; taking the one or few items you want to use, hiding or ignoring the
others. (A soap ad stresses purity, foam, or scent. A cigarette ad emphasizes ease on
throats, pleasure, or taste. A politician dwells on the mistakes his opponent has made
and skips the good things.) Simplified or limited to one item, this method may result in
slogans and trade names.

4 PLAIN FOLKS - Using actors who represent "average" people to suggest that,
because people in advertisements resemble friends and neighbors, the product they are
using must be good, that is, someone like you, an ordinary person with your everyday
problems, uses X product. Therefore, you should too.

5 PRESTIGE IDENTIFICATION OR CELEBRITY ENDORSEMENT-Straight forward. Very

influential with teens and children. Think Jell-O and Bill Cosby, Michael Jordan and Fruit
of the Loom, models/actors and shampoo, make-up, or hair dye
commercials. Using a well-known figure to lend importance or prestige to a product.
6 SNOB APPEAL Trying to persuade by making you feel you’re one of the elite if you
use brand X or think Y. or presenting a desirable situation or lifestyle in order to
convince the viewers that if they use a product, they, too can have this lifestyle

7 BANDWAGON Using the argument that everyone’s doing it, so you should too.

8 REPETITION Repeating an element within one advertisement so that viewers will

remember the advertisement and will buy the product; also refers to the repetition of
the same advertisement

9TESTIMONIAL Someone will testify that the advertised product did indeed help them
or is a good one to buy because they tried it, and it worked

10 TRANSFER Attempting to have you transfer your feelings from one thing to another
thing. Such as having a women in a bikini sell a car ( using the sex appeal to sell a
product that has nothing to do with sex appeal)

11 HUMOR-used for wide variety of products. Think of any commercial that

makes you laugh. Commercials in the Super Bowl are famous for being funny.

12 HAPPY FAMILIES-A “slice of life” approach. See mom and dad getting
ready for a night out, phone rings, kids looks at the caller ID box to tell
them who is calling, cell phone commercials 'Get 'M' Life and stay in touch.