PROPAGANDA

How writers and advertisers use your feelings and emotions to

persuade you to agree with them.

SPI 0601.5.4 Identify examples of persuasive devices (i.e., bandwagon, loaded terms, testimonial, name-

calling). 

Where do we see propaganda?• Newspapers and books• Magazines• Internet• Clothing• Billboards• Bumper stickers• TV• Radio• Signs• Products• Cartoons (political)

Propaganda techniques inadvertising

Writers and advertisers use many techniques to convince you to agree with them or buy their product.

An emotional appeal tries to make the reader connect the writer’s message with an important feeling.

Propaganda techniques

• Loaded Words

• Bandwagon

• Testimonial

• Name Calling

Loaded WORDS

The loaded languagetechnique uses wordsthat cause a strongfeeling. Once the reader isfeeling strongly, he orshe may be more likelyto agree with the writer. What are some examplesof loaded words? This technique often uses

interesting and eye-catching visuals, as well.

Loaded Words

Whitening Expressions Refreshing Vanilla MintGet a cool and inviting brushing experience with Crest Whitening Expressions Refreshing Vanilla Mint.

Loaded WORDS

This billboard advertisement uses the word “irresistible” to appeal to our emotions.

The visual is also very appealing.

Bandwagon

The bandwagon technique appeals to the reader’s need to belong. It tries to get you to do what everyone is doing. It makes you think you need to have this product in order to fit in.

bANDWAGON

Millions of people have discovered Proactiv® Solution...from people like you to celebrities like Vanessa Williams, Jessica Simpson and Elle Macpherson... they all say Proactiv Solution helped banish their breakouts and get them on the path to clear, beautiful, star-quality skin.

Testimonial

This technique uses the words of someone who has actually used the product.

Often, the testimonial comes from a celebrity – if they use it and look good, why shouldn’t you!

The normal, average person’s opinion is also used to appeal to us.

TESTIMONIAL

"...the great thing about Proactiv is that it's a fantastic skin treatment, whether you have acne or not. It's gentle, it's effective, it's a sort of exfoliant, which I really like - my skin has a better texture about it and it's easy to use."

Elle MacPherson

Testimonial

Larry the Cable Guy lost 50 lbs. with the Nutrisystem diet plan. Larry said, “With NutriSystem, losing weight is pretty much a no-brainer (and that comes in handy in my family).”

Testimonial

"The SUBWAY® chain helped save my life over and over. I can't ever repay that."

Name Calling

• This technique uses words that are negative to describe an enemy or competitor.

• It compares one organization or idea to another, showing how one is superior.

• It is often used in politics and during wartime.

NAME CALLING

• Mac OS X Leopard

“No other operating system — Vista included — offers the innovation and simplicity of Mac OS X. With Mac OS X Leopard, the Mac leaps even further ahead with new features that let you do more with less effort.”

There are many ads in which the Apple company shows how their products are “better” than PCs.

Name Calling

Candidates for the 2008 Presidential election used name calling in their ads, as in past elections. Barack Obama says that John McCain has “same old politics, same failed policies”. Obama implies that McCain is not the best choice and he doesn’t have the best solutions to America’s problems.

-from www.livingroomcandidate.com “Low Road” video ad

Discussion Questions

• What are advertisers true reasons for persuading you?

• Are they trying to truly help you or are they just wanting to sell a product and make money?

• Should you try something or do something just because it is popular?

Conclusion

• Propaganda techniques can be extremely effective in persuading the reader to act on a feeling.

• As readers of propaganda techniques in advertising, we must learn to recognize emotional appeals.

• If we focus on the facts instead of the feelings, we will make a better decision about the writer’s opinion.

In Review

• Propaganda is how writers and advertisers use your feelings and emotions to get you to agree with them.

• The 4 most common techniques are: loaded words, bandwagon, testimonial, and name calling.

• Advertisers use these techniques to influence us, appeal to our emotions, persuade us to buy their products, try to make us act on our emotions, get us to do what everyone else is doing, etc.

• We need to rely on facts and research the products before buying them and not rely ONLY on our emotions.

Examples

• http://www.spike.com/superbowl (ads must be reviewed before using)

• http://www.msnbc.msn.com/id/16691199/ (ads must be reviewed before using)

• http://www.georgeforemancooking.com/ (endorsement, testimonial)

• http://www.proactiv.com/celebrity.php?pactvid=cb90b7cfc80f070d2b4eb6880bcb6055 (testimonial)

• http://www.abovetheinfluence.com/the-ads/default.aspx# (bandwagon – ads must be reviewed before using – these TV ads focus on peer pressure and drugs & rising above the influence – for adolescents)

• http://www.apple.com/getamac/ads/ (name calling)• http://www.livingroomcandidate.org/ (name calling) ads for

presidential elections – must be reviewed

Any

questions?