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Persuasion TechniquesPropaganda andAdvertising
What is propaganda?A means of convincing people: to buy a certain product to believe something or act in a certain  way...
Common persuasive techniquesoften used in advertising Name Calling Snob Appeal Bandwagon Testimonial Loaded words Ca...
BandwagonA statement suggesting that everyone is using a specific product, so you should, too!Being “in the group” makes y...
The bandwagon effect createdthese fine internet sensations…..
Examples of Bandwagon
Bandwagon Examples
Bandwagon Examples
Example
Example
Loaded Words and Glittering          GeneralitiesLoaded Words = Words that will make you feel strongly about someone or so...
Have you ever seen an advertisement that said something like…    ‘The World’s Fastest Car’   ‘The Tastiest Pizza in Town’ ...
But did you ever think about it like this…‘The World’s Fastest Car’ – Who says?            Did anyone measure the speed of...
Example
Loaded WordsIn advertisements, the advertisers use lotsof fancy words that will make you want tobuy a product. Escape the ...
Escape the terrible cold and       enjoy a relaxing vacation at                 Rehoboth Beach!„Escape‟, „terrible‟, „enjo...
Loaded Words
Loaded Words……
TestimonialA well-known person or a previous customer supports a product or service
Example
Testimonial from customer
Example
Testimonials work!
Name CallingIs used to arouse fears and  prejudices in the viewers with the  idea that the bad names will  cause people to...
Example
Name calling can be impliedthrough an unflattering image
Name Calling….
Example
Plain FolksWhen a company tries to show it is “just like you”Persuasive device especially favored by politicians!
Example
Example Subway Five Dollar Footlong Advertisement
Plain Old Mom Folk
Plain Folk & Humor
Plain Folk Political Ad…
Plain Folk Ad
Snob AppealJust the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone ...
Example
Example
Snob Appeal
Misuse of Statisticsusing statistics selectively to give a more favorable view of your product
This is an ad that riled AT&T
AT&T‟s replies in an ad thatgives their version of the map…..Why the big difference?Hmmmm…
Example“Four out of five dentists recommend  sugarless gum for their patients who  chew gum”
Transfer Technique   Objects or other people are shown    with the product or candidate being    “sold” in hopes that you...
Transfer Examples:
Transfer:
CARD STACKING Card stacking is only telling part of the  truth. It is “stacking the deck” in your  favor by only giving p...
Card Stacking example
Card Stacking
Card Stacking!
Card Stacking – making the Cokelook just a little better for theuninformed!
SloganA catchy phrase or statement often used to sell a service or a product
Example
Example
Example          They’re          GRRRRRRREAT!
Audience AwarenessAdvertisers know how to    target their audiences    use appropriate persuasive  technique
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Target Audience?
Avante Guarde
Let‟s Test What You Know! “Come to Florida, Everyone loves our clear, sandy beaches. Don‟t miss out.” Bandwagon
More Examples…4out of 5 dentists recommend Sparkle toothpaste. Card   Stacking
One more… Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.Testimonial
BandwagonThis technique tries to persuade everyone to join in and                   do the same thing.
TestimonialAn important person or famous figure endorses a                   product.
Emotional Words   Words such as luxury, beautiful, paradise, andeconomical are used to evoke positive feelings in the     ...
Name-callingNegative words are used to create an unfavorable opinion of the competition in the viewers mind.
Compare & contrastThe viewer is led to believe one product is better than      another, although no real proof is offered.
Quick review –Can you definethese devices? Name Calling Snob Appeal Bandwagon Testimonial Loaded words Misuse of Sta...
Quick review Slogan Target audience
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Persuasive ppt

  1. 1. Persuasion TechniquesPropaganda andAdvertising
  2. 2. What is propaganda?A means of convincing people: to buy a certain product to believe something or act in a certain way to agree with a point of view
  3. 3. Common persuasive techniquesoften used in advertising Name Calling Snob Appeal Bandwagon Testimonial Loaded words Card Stacking Misuse of Statistics Plain Folks
  4. 4. BandwagonA statement suggesting that everyone is using a specific product, so you should, too!Being “in the group” makes you feel secure.
  5. 5. The bandwagon effect createdthese fine internet sensations…..
  6. 6. Examples of Bandwagon
  7. 7. Bandwagon Examples
  8. 8. Bandwagon Examples
  9. 9. Example
  10. 10. Example
  11. 11. Loaded Words and Glittering GeneralitiesLoaded 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.
  12. 12. Have you ever seen an advertisement that said something like… ‘The World’s Fastest Car’ ‘The Tastiest Pizza in Town’ ‘The Cutest Dress Ever’
  13. 13. But did you ever think about it like this…‘The World’s Fastest Car’ – Who says? Did anyone measure the speed of each kind of car in the whole world?‘The Tastiest Pizza in Town’ Everyone has different taste buds – who did you ask when you came to this conclusion?‘The Cutest Dress Ever’ By whose judgment is this the cutest dress ever? The owner of the store? The person who designed this dress?
  14. 14. Example
  15. 15. Loaded WordsIn advertisements, the advertisers use lotsof fancy words that will make you want tobuy a product. Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!
  16. 16. Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!„Escape‟, „terrible‟, „enjoy‟, and „relaxing‟are all words that were purposely usedto make you want to visit RehobothBeach. This technique isn‟t „bad‟. It isjust a kind of technique that will try tomake your opinion go more in favor ofthe product.
  17. 17. Loaded Words
  18. 18. Loaded Words……
  19. 19. TestimonialA well-known person or a previous customer supports a product or service
  20. 20. Example
  21. 21. Testimonial from customer
  22. 22. Example
  23. 23. Testimonials work!
  24. 24. Name CallingIs used to arouse fears and prejudices in the viewers with the idea that the bad names will cause people to form a negative opinion about a group or product. This technique is used more often in politics than advertising.
  25. 25. Example
  26. 26. Name calling can be impliedthrough an unflattering image
  27. 27. Name Calling….
  28. 28. Example
  29. 29. Plain FolksWhen a company tries to show it is “just like you”Persuasive device especially favored by politicians!
  30. 30. Example
  31. 31. Example Subway Five Dollar Footlong Advertisement
  32. 32. Plain Old Mom Folk
  33. 33. Plain Folk & Humor
  34. 34. Plain Folk Political Ad…
  35. 35. Plain Folk Ad
  36. 36. Snob AppealJust the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else--especially since other people cant afford it.“
  37. 37. Example
  38. 38. Example
  39. 39. Snob Appeal
  40. 40. Misuse of Statisticsusing statistics selectively to give a more favorable view of your product
  41. 41. This is an ad that riled AT&T
  42. 42. AT&T‟s replies in an ad thatgives their version of the map…..Why the big difference?Hmmmm…
  43. 43. Example“Four out of five dentists recommend sugarless gum for their patients who chew gum”
  44. 44. Transfer Technique Objects or other people are shown with the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate. THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.
  45. 45. Transfer Examples:
  46. 46. Transfer:
  47. 47. CARD STACKING Card stacking is only telling part of the truth. It is “stacking the deck” in your favor by only giving part of the information. Omitting relevant facts.
  48. 48. Card Stacking example
  49. 49. Card Stacking
  50. 50. Card Stacking!
  51. 51. Card Stacking – making the Cokelook just a little better for theuninformed!
  52. 52. SloganA catchy phrase or statement often used to sell a service or a product
  53. 53. Example
  54. 54. Example
  55. 55. Example They’re GRRRRRRREAT!
  56. 56. Audience AwarenessAdvertisers know how to target their audiences use appropriate persuasive technique
  57. 57. Target Audience?
  58. 58. Target Audience?
  59. 59. Target Audience?
  60. 60. Target Audience?
  61. 61. Target Audience?
  62. 62. Target Audience?
  63. 63. Target Audience?
  64. 64. Avante Guarde
  65. 65. Let‟s Test What You Know! “Come to Florida, Everyone loves our clear, sandy beaches. Don‟t miss out.” Bandwagon
  66. 66. More Examples…4out of 5 dentists recommend Sparkle toothpaste. Card Stacking
  67. 67. One more… Actress Kirstie Alley has lost 50 pounds on the Jenny Craig diet plan.Testimonial
  68. 68. BandwagonThis technique tries to persuade everyone to join in and do the same thing.
  69. 69. TestimonialAn important person or famous figure endorses a product.
  70. 70. Emotional Words Words such as luxury, beautiful, paradise, andeconomical are used to evoke positive feelings in the viewer.
  71. 71. Name-callingNegative words are used to create an unfavorable opinion of the competition in the viewers mind.
  72. 72. Compare & contrastThe viewer is led to believe one product is better than another, although no real proof is offered.
  73. 73. Quick review –Can you definethese devices? Name Calling Snob Appeal Bandwagon Testimonial Loaded words Misuse of Statistics Plain Folks
  74. 74. Quick review Slogan Target audience

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