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PROPAGANDA AND ADVERTISING
Persuasion Techniques
What is propaganda?
A means of convincing people:to buy a certain productto believe something or act in a certain wayto agree with a point of view
Common persuasive techniques often used in advertising
BandwagonTestimonial Loaded words (Emotional Language) Card Stacking (Semantic Slanting)
Bandwagon
A statement suggesting that everyone is using a specific product, so you should, too!
Being “in the group” makes you feel secure.
The bandwagon effect created these fine internet sensations…..
Examples of Bandwagon
Bandwagon Examples
Bandwagon Examples
Example
Example
Loaded Words (Emotional Language)
Loaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group).
Loaded Words can be Glittering GeneralitiesGlittering Generalities=Words that “glitter”
but give no details about the product.
“NEW IMPROVED TIDE”
Example
Example
Loaded Words
Testimonial
A well-known person or a previous customer supports a product or service
Testimonials
Example
Testimonial from customer
Example
Testimonials work!
Card Stacking (Semantic Slanting)
Advertisers change the way they say something to make it sound more positive. They may twist their language so that their message is said in a way that puts them in a better light.
Card Stacking (Semantic Slanting)
Another example could be on packaging for foods, when they say "90% fat-free" because that sounds much more appealing than saying, "10% fat", even though they mean the exact same thing.
Card Stacking (Semantic Slanting)
On this cereal box, Frosted Flakes claims to be a good source of vitamin D, but if you read the label, you might be surprised.
Audience Awareness
Advertisers know how to target their audiences use appropriate persuasive technique
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Quick review –Can you define these devices?
BandwagonTestimonial Emotional LanguageSemantic Slanting
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