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Persuasion Techniques Propaganda and Advertising.

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Persuasion Techniques Persuasion Techniques Propaganda and Advertising
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Page 1: Persuasion Techniques Propaganda and Advertising.

Persuasion TechniquesPersuasion Techniques

Propaganda and Advertising

Page 2: Persuasion Techniques Propaganda and Advertising.

What is propaganda?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

Page 3: Persuasion Techniques Propaganda and Advertising.

Common persuasive Common persuasive techniques often used in techniques often used in advertisingadvertisingName CallingSnob AppealBandwagonAppeal to FearTestimonial Loaded wordsMisuse of StatisticsPlain FolksTransfer

Page 4: Persuasion Techniques Propaganda and Advertising.

Transfer TechniqueObjects 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.

Page 5: Persuasion Techniques Propaganda and Advertising.

Transfer Examples:Transfer Examples:

Page 6: Persuasion Techniques Propaganda and Advertising.

Transfer Example:Transfer Example:

Page 7: Persuasion Techniques Propaganda and Advertising.

TransferTransferAssociate with other people or groups that already

have high trust and credibility. Show that you aspire to similar ideals. Become a member of auspicious organizations. Be seen with trustworthy people. Name-drop and quote them. Show that you have friends in high places. Show how you are like them. Associate with other people or groups that already have high trust and credibility. Show that you aspire to similar ideals. Become a member of auspicious organizations. Be seen with trustworthy people. Name-drop and quote them. Show that you have friends in high places. Show how you are like them.

.

Page 8: Persuasion Techniques Propaganda and Advertising.

• As I was saying to the President, it is so important that we bring our forces together. He agreed, of course and we will be taking it forward next week.

• Ladies and Gentlemen, I'd like to introduce my good friend Brad Pitt. Brad and I go way back and he's kindly come here today to tell you what I'm really like

Transfer Example

Page 9: Persuasion Techniques Propaganda and Advertising.

Transfer - Faulty cause & effect

Transfer: Use of a product is credited for creating a positive result.

Page 10: Persuasion Techniques Propaganda and Advertising.

BandwagonBandwagon

A statement suggesting that everyone is using a specific product, so you should, too!

Being “in the group” makes you feel secure.

Page 11: Persuasion Techniques Propaganda and Advertising.

Bandwagon ExamplesBandwagon Examples

Page 12: Persuasion Techniques Propaganda and Advertising.

Bandwagon ExamplesBandwagon Examples

Page 13: Persuasion Techniques Propaganda and Advertising.

BandwagonThis technique tries to persuade

everyone to join in and do the same thing.

Page 14: Persuasion Techniques Propaganda and Advertising.

Example

Page 15: Persuasion Techniques Propaganda and Advertising.

Loaded Words and Glittering Loaded Words and Glittering GeneralitiesGeneralities

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 Generalities

Glittering Generalities=Words that “glitter” but give no details about the product.

“NEW IMPROVED TIDE”

Page 16: Persuasion Techniques Propaganda and Advertising.

Loaded wordsLoaded wordsLoaded words: Using words with

strong connotations -whether negative or positive.

The Cliffs at Glassy golf course, designed by golf course architect Tom Jackson, opened in 1993. In 1995, Golf Digest named the course "Fourth Most Scenic In The Nation” behind only Cypress Point, Pebble Beach and Augusta National.  Located atop a 3,000-foot plateau on Glassy Mountain, South Carolina, the views from this South Carolina golf course are as breathtaking as the impeccably manicured bent grass tees, greens and fairways.

Page 17: Persuasion Techniques Propaganda and Advertising.

Example

Page 18: Persuasion Techniques Propaganda and Advertising.

Loaded Words……Loaded Words……

Page 19: Persuasion Techniques Propaganda and Advertising.

TestimonialTestimonial

A well-known person or a previous customer supports a product or service

Page 20: Persuasion Techniques Propaganda and Advertising.

Example

Page 21: Persuasion Techniques Propaganda and Advertising.

Testimonial from Testimonial from customercustomer

Page 22: Persuasion Techniques Propaganda and Advertising.

Example

Page 23: Persuasion Techniques Propaganda and Advertising.

Name CallingName Calling

Is used to incite fears and arouse prejudices in the viewers with the idea that the bad names will cause people to construct a negative opinion about a group or product. This technique is used more often in politics than advertising.

Page 24: Persuasion Techniques Propaganda and Advertising.

Example

Page 25: Persuasion Techniques Propaganda and Advertising.

Name calling can be implied Name calling can be implied through an unflattering through an unflattering image or negative words image or negative words

Page 26: Persuasion Techniques Propaganda and Advertising.

Name Calling….Name Calling….

Page 27: Persuasion Techniques Propaganda and Advertising.

Example

Page 28: Persuasion Techniques Propaganda and Advertising.

Plain FolksPlain Folks

When a company tries to show it is “just like you”

Persuasive device especially favored by politicians!

Page 29: Persuasion Techniques Propaganda and Advertising.

Example

Page 30: Persuasion Techniques Propaganda and Advertising.

Example

Subway Five Dollar Footlong Advertisement

Page 31: Persuasion Techniques Propaganda and Advertising.

Plain Old Mom FolkPlain Old Mom Folk

Page 32: Persuasion Techniques Propaganda and Advertising.

Plain Folk Political Ad…Plain Folk Political Ad…

Page 33: Persuasion Techniques Propaganda and Advertising.

Plain Folk AdPlain Folk Ad

Page 34: Persuasion Techniques Propaganda and Advertising.

Snob AppealSnob Appeal

Just the opposite of “bandwagon”. Its message suggests: "Buying our product will make you better than everyone else--especially since other people can't afford it.“

Page 35: Persuasion Techniques Propaganda and Advertising.

Example

Page 36: Persuasion Techniques Propaganda and Advertising.

Snob Appeal Ad…Snob Appeal Ad…

Page 37: Persuasion Techniques Propaganda and Advertising.

YOU can live like the Hollywood stars . . . Come to our open house on Sunday, March 7th at 2:00!

Snob appeal

Page 38: Persuasion Techniques Propaganda and Advertising.

Example

Page 39: Persuasion Techniques Propaganda and Advertising.

Misuse of StatisticsMisuse of Statistics

using statistics selectively to give a more favorable view of your product

Page 40: Persuasion Techniques Propaganda and Advertising.

Example of Misuse of StatisticsExample of Misuse of Statistics

It's effective because (a) the items listed are cherry picked for you, and (b) you only see two numbers - January 2009 and "now" - instead of seeing any trendlines, analyzing anything, or looking at the economy as a whole with other numbers. 

Page 41: Persuasion Techniques Propaganda and Advertising.

This is an ad that riled This is an ad that riled AT&TAT&T

Page 42: Persuasion Techniques Propaganda and Advertising.

AT&T’s replies in an ad that AT&T’s replies in an ad that gives their version of the gives their version of the map…..map…..Why the big difference? Why the big difference? Hmmmm…Hmmmm…

Page 43: Persuasion Techniques Propaganda and Advertising.

Example

“Four out of five dentists recommend sugarless gum for their patients who chew gum”

Page 44: Persuasion Techniques Propaganda and Advertising.

A daily source of calciumA daily source of calcium

Page 45: Persuasion Techniques Propaganda and Advertising.

Card Stacking – making the Card Stacking – making the Coke look just a little better for Coke look just a little better for the uninformed! the uninformed!

Page 46: Persuasion Techniques Propaganda and Advertising.

Quick review –Can you Quick review –Can you define these devices?define these devices?Name CallingSnob AppealBandwagonTestimonial Loaded wordsMisuse of StatisticsPlain FolksTransfer


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