2. Advertising is Full of Propaganda
Remember, propaganda is information, ideas, or rumors spread in order
to help or harm a person, group, nation, or even a product.
Advertisers use propaganda in order to persuade people to buy their
products or services.
There are many types of propaganda
Three common types are Bandwagon, Testimonial, and Name-Calling
Bandwagon ads suggest that people should buy something because
“everyone is doing this or buying this.” These ads say, “Join us!”
Testimonial ads use famous, trusted, or popular celebrities to endorse
their products.
Name-Calling ads suggest that competing products are inferior.
Sometimes Name-calling ads name the competing products directly;
often they don’t.
3. BANDWAGON EXAMPLE
This ad for Dove hair
products uses women who
are not models.
The average woman can
identify with the women
in the ad.
The women in the ad have
very attractive hair.
The message: If you use
Dove hair products, you
will have very attractive
hair, too!
4. Testimonial Example
This ad for Rocawear
features Trey Songz.
The ad does not say
anything about the
clothing line.
Instead, a well-known
celebrity is wearing
Rocawear.
If you like Trey Songz, you
are more likely to buy
Rocawear.
5. NAME-CALLING EXAMPLE
This ad for Xbox 360 Elite
may not seem like a
Name-Calling ad.
But the ad tells you that if
you use Xbox, you will
NOT be a wimp.
“Wimp” is spelled
“Wiimp.”
The ad is calling the
Nintendo Wii gaming
system a wimp!
6. Can You Name the Type of Propaganda?
The next three slides contain links to television
commercials. One of these commercials is Bandwagon;
one is Testimonial; and one is Name-Calling. Can you
correctly identify the type of propaganda in each ad?
7. Coca-Cola
Click on the picture or the text link to open the video.
Note: The presentation must be in “View Slideshow” mode to click on the links.
http://www.teachertube.com/viewVideo.php?video_id=188005
8. DirecTV
Click on the picture or the text link to open the video.
Note: The presentation must be in “View Slideshow” mode to click on the links.
http://www.teachertube.com/viewVideo.php?video_id=318721
9. Gatorade
Click on the picture or the text link to open the video.
Note: The presentation must be in “View Slideshow” mode to click on the links.
http://www.teachertube.com/viewVideo.php?video_id=234099
10. How Did You Do?
The Coca-Cola ad is an example of Bandwagon
propaganda. The ad shows a bottle of Coke bringing
together all kinds of different people on a subway train.
The DirecTV ad is an example of Name-Calling. The ad
tells us that watching Cable television rather than DirecTV
will have horrible consequences!
The Gatorade ad is an example of Testimonial
propaganda. In its very short running time, the ad shows
us many different celebrities who are all excelling in their
sport.
