Propaganda and Persuasion Techniques

Propaganda is…

•  The spreading of ideas, information, or rumor for the purpose of helping or injuring an institution, cause, or person.

•  The art of persuasion.

Bandwagon

•  Makes the impression that “everyone else” is using the product and if you do not, you will be left out

•  Examples: – A “must have” for the modern teen. – The popular choice for mayor. – Don’t be the last one on the block to get one.

http://www.nytimes.com/2009/02/27/business/media/27adco.html?_r=1

Card Stacking

•  Making one side or product look better by only mentioning some of the facts

•  Example: – Brand X detergent cleans better than Brand Y.

(different stains, size, material, etc.)

http://newbreedofadvertisers.blogspot.com/2010/02/on-co-existence-of-shaw-flooring-and.html

Glittering Generalities

•  Broad statements used to associate product with audience beliefs and values

•  Examples: – The “All-American” candidate – A quality job well-done – Trusted like a true neighbor

http://www.adpulp.com/obamarketing/

Name Calling

•  Negative words or names used to create an unfavorable opinion of competition

•  Examples: – He is a terrorist – She is a tree-hugger – They are cheapskates

http://blogs.reuters.com/talesfromthetrail/tag/newt-gingrich/page/5/

Plain Folks

•  Spokesperson is an ordinary citizen, “someone just like you” who can be trusted

•  Examples: – The neighbor recommends this candidate – Mom loves this product

http://www.abouttheimage.com/2801/visual_case_study_ariel_sensitive_laundry_detergent/author24

Testimonial

•  A famous or respected person endorses this product

•  Examples: – This doctor uses this product and so should

you. – This celebrity is voting for Candidate X and so

should you.

http://www.proactiv.com/best-acne-treatment/justin-bieber,default,pg.html

Transfer

•  Carry over good feelings about one object to the product itself

•  Examples: – Vote for this candidate (flag waving in the

background) – You like the song in the background, so you

like the product.

http://www.inquisitr.com/129401/e-trade-buyout-ameritrade-citadel/

Emotional Appeal

•  Arouse emotions such as fear, humor, love, or desire

•  Examples:

– Everyone loves puppies, so people buy this product because puppies are in the ad.

– Don’t let murderers get in your house, get this security system.

http://www.prisonplanet.com/anti-terror-ads-banned-for-encouraging-stasi-activity.html

Either/Or Thinking

•  Make the audience believe that only two options are possible, with no middle ground or possibilities

•  Examples:

– Either you support the war or you are on the side of the terrorists.

– Either you buy organic food or you don’t care about your family’s health.

http://theplantrant.com/tag/legalization/page/2/

False Cause and Effect

•  If B follows A, then A must cause B

•  Example: – A man ate pizza everyday. That man lived to

be 100. Eating pizza everyday will make you live a long life.

In a 12-year study of more than 70,000 nurses, those who ate more whole grain weighed less than those who ate less whole grain. *

http://wholegrainnation.eatbetteramerica.com/benefits/

Repetition

•  Saying a word or phrase over and over again so it “gets stuck” in the audience’s mind

•  Example: – “Head On, apply directly to the forehead. Head On, apply directly to the forehead. Head On, apply directly to the forehead.”

http://dev.w3.org/html5/alt-techniques/