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
Basic Propaganda Strategies
 1. Bandwagon
persuading consumers by telling
them that others are doing the same
thing.
 2. Testimonial
- when a product is sold by using words
from famous people or authority figures.

i.e. Burmese celebrities promoting

brands
 3. Transfer
- when a product is sold by the
name or picture of a famous
person or thing but no words
from the said person or thing
 4. Repetition
- when the product‘s name is
repeated at least four times in
the ad
5. Emotional Words
- words that will make a
consumer feel strongly about
someone or something are used.
Propaganda Techniques
 Name Calling

when companies deliberately

mock each other in ads. This is
more common in political
advertisements.
Fancy Figures
using facts, statistics,
percentages, and cost figures to
give the illusion that there us a
more factual basis behind
selecting the product.
Soft Soap
flattery or insincere compliments
designed to get the audience on
the side of the speaker.
Glittering Generality
highly general, abstract statements
that can't really be proven. A
common application is when
advertisers claim they have the best
product for individual needs.
 Transfer
the speaker's intent is to have the
qualities and appeal of an image or idea
transferred onto him/herself. The
propagandist will attempt to make a
connection (obvious or not) between
something revered and respected and him
or herself.
Quoting Out of Context
removing a small portion of
someone's much longer speech,
article, review, or interview and
using that small and often skewed
quote to advance the cause of a
person or group.
Plain Folks
attempting to convince the
audience that a certain product,
idea, or candidate is "of the
people." "The average person aka
Joe the Plumber."
Card Stacking
presenting overwhelming
evidence for one side and not the
other or leading questions that
force the consumer into choosing
the product advertised.
Bandwagon
everyone is using the product. The
advertiser may use words that say,
"nine out of ten Americans choose..."
or "Everyone else is doing it and so
should you."
 Repetition
the repetition of key phrases, the product
name or images in print. Most radio
advertisements rely upon repeated phrases
since there are no visual stimuli. "It was
only a practice, a practice....think about it
a practice." Or "One day only to save
money...that's one day only to save!"
 Appeal to Fear and
Prejudice
often indirect, these appeals play upon
our worst fears. It is commonly used
in home security ads and deodorant
commercials. Disaster could follow if
you do not follow a particular course
of action.
Two-Valued Orientation

the advertiser gives you only two

choices when there are actually
more.
Sex
using attractive models to
convey the idea that a product
will make you more
appealing, or attract another
person.
 Humor
one of the most effective and popular
ways for a consumer to remember a
product/ company. Humor does not
always inspire trust, and it is rarely
used in political ads. It is effective
for selling sodas and pizza.
Snob Appeal
high class, material goods are
preferred. Why own a Chevy when
you can have a Lexus? The name
brand is superior to others, and
despite the products' relative
similarity, the high class image
 Bad Logic
when logic is manipulated deliberately
to promote a cause or to sell a product.
Unwarranted Extrapolation
making huge predictions about the
future on the basis of a few small facts
or opinions.
Loaded Language
using powerful words (positive
or negative) that are intended to
stir people's emotions. "9/11",
"liberal", "socialist", "terrorist."
False Comparison
comparing two things that may or
may not be similar or related at
all. Usually there is not enough
evidence to support a fair
comparison.