PROPAGANDA TECHNIQUES SNOB APPEAL

It is a propaganda technique that indicates that

buying a product will make you stand out. It is the
PROPAGANDA reverse of bandwagon.

Propaganda is the use of a variety of Example:

communication techniques that create an emotional
appeal to accept a particular belief or opinion, to
adopt a certain behavior, or to perform a particular
action. Regardless of how propaganda is
employed, these common techniques are used to
manipulate others to act or respond in the way that
the propagandist desires.
TYPES OF PROPAGANDA TECHNIQUES
1. Bandwagon
2. Snob Appeal
3. Testimonial
4. Transfer
5. Repetition In this Starbucks poster, it suggests that Starbucks
6. Emotional Appeal Coffee is the perfect coffee; therefore, having it will
7. Glittering Generalities make you a level above other than those who did
8. Plain Folks not drink coffee from Starbucks and having only the
9. Card Stacking mediocre ones.
10. Name Calling

TESTIMONIAL
BANDWAGON (“EVERYONE ELSE IS DOING IT,
AND SO YOU SHOULD, TOO”) Testimonial (“I trust celebrities and experts”)

It is a propaganda technique that aims at A propaganda technique wherein a public figure or

persuading people to do a certain thing because a celebrity promotes or endorses a product, a
many other people are doing it. policy, or a political candidate. It uses words of an
expert or a famous person to promote a particular
Example: idea.

Example:

              
In this Coca-Cola poster, “The drink everybody
knows” suggest that the drink is popular to almost
everybody and not having it would suggest you are
an outcast in the crowd for you do not know what
Coca-Cola tastes like.

 
This ad is using the statement of Kris Aquino about
Nescafe products. Having Kris Aquino, a famous
celebrity known for being meticulous, will help
Nescafe establish public trust and will cause
customer to patronize their coffee products. Though
“coffee that goes well with busy schedule” has no
sound connection at all, public may still buy it
because Kris Aquino vouched for it.
REPETITION
Repetition (“I remember things I see often”)
It is when product names are repeated many times
during an advertisement. This technique may use a
jingle to make the product or service remembered.
Example:

TRANSFER
Transfer (“A picture is worth a thousand words”)
A device by which the propagandist links the
authority or prestige of something well-respected
and revered, such as church or nation, to
In this ad of Campbell, the placement of more than
something so public can accept it. It is a
one can side by side to each other highlighted the
propaganda technique where qualities or attributes
product’s name thus when consumer see a red and
of a well-known person is associated with a product
white can packaging, they easily remember
to promote or demote it.
Campbell. It is to note also that the placement does
not really into showcasing the different variants or
Types of Transfer: flavors but just to make people remember the
A. Positive Transfer-linking an item to a respected labeling and packaging of Campbell.
person.
B. Negative Transfer- linking an item to a disliked EMOTIONAL APPEAL
person.
Emotional Appeal (‘Words are powerful”)

Example: It is meant to generate positive feeling in the minds

of the masses.
Example:

In this poster, Maxi-peel is taking advantage of the

beautiful face of Marian Rivera to encourage
consumers to patronize their product while making
them think that they will become more beautiful and
This advertisement of UNICEF stirs the emotion of
will have clearer and smoother skin like Marian
people to encourage them to share and donate by
Rivera once people used their product. This is an
including a sad and improperly nourished child to
example of a positive transfer.
evoke pity and sense of guilt to those who are
above poverty line.
GLITTERING GENERALITIES CARD STACKING
Glittering Generalities: Card Stacking
It is a logical fallacy that are often vague but have It seeks to manipulate audience perception of an
positive ideas. It is the use of words that raise issue by emphasizing one side and repressing
positive feelings rather than information. others.
Example: Example:

In this campaign poster or former VP Jejomar

Binay, the use of tagline “Gaganda ang Buhay kay
Binay” sounds positive but the connection of the
improvement in the way of living of Filipinos and
Binay himself is not clear and illogical. Instead of
tagline, the propaganda or the action plan of the
political candidate should have written there In this tobacco advertisement, the manufacturer
instead. tries to tone down the adverse effect of smoking
tobacco by highlighting through writing in big fonts
the phrase, “100% additive-free, and natural”. By
PLAIN FOLKS having first sight of this, the people may believe
that it is alright to smoke tobacco. But looking
Plain Folks closely at the poster, there is a caution indicating
the illnesses that can be caught for smoking
It is a technique that attempts to convince the
tobacco. However, these negative effects are
audience that a prominent person and his ideas are
repressed by writing them at the bottom and in
“of the people.” It attracts people based on their
small font size to go unnoticed by the consumers.
common values (language, experience, ethnicity).
Example:

In this campaign ad of Bam Aquino, he tried to win

the interest and vote of the public by telling the
people that them and their welfare is his number
one priority. Though part of the elite class, he
identifies himself as pro-poor and middle class.
NAME CALLING
Name Calling
It is also called “stereotyping”. It is the linking of a
person or idea to a negative symbol.

Types of Name Calling:

A. Direct Name Calling- It is the direct attack on the
opponent.
B. Indirect Name Calling- It is the use of sarcasm to
annoy the audience.

Example:

In this meme, the creator tried to put a pan by

associating the first syllable of President Rodrigo
Duterte’s name “ROD”  to RUDeness, which most
of the public opinion perceives him to be because
of his manner of speaking which includes cursing
and other negative words