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Propaganda Techniques in Advertising :explode:, :pencil2:TRANSFER - Coggle…
Propaganda Techniques in Advertising
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WHAT IS THE PROPAGANDA
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Ex: slogans, print, Internet pop-up ads, commercials, billboards, trademarks, logos...
systematic effort to influence people's opinons
make buyers to belive the messengers being sent
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PLAIN FOLKS
folksy, warmhearted
Make buyers feel that all corporations have the same values they do
It means inviting normal people to advertise for products " Buy me or vote for me. I'm just like you"
Polictical ads: convince voters that the candidates are average people, common citizens
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GLITTERING GENERALITIES
Using vague term and strong affirmative overtones words
Stir positive felling in people
Buyers accept the products without thinking very much about what the words mean
Ex: freedom, democratic, all-American, progressive, Christian, justice
Ads for politicians and political
buzzwords
high- sounding but empty phrases
Using attractive-and-slippery-words and pharse
Ads for consumers goods
evoke good felling
vague but comforting phrases
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TESTIMONIAL
Forms of testimonial
Prints and television ads
Selling movies
Newpapers ads for film
Pitching- books
Polictical ads: lend star appeal to the presisential campaign
Capitalize on the admiration people have for a celebrity to make the product shine more brightly
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BANDWAGON
Why it succeed?
People have deep desire not to be different
Buyers tend to fell comfortable doing what other do
Convince buyers to do something because many other people do it
Examples
"Follow the leader. He is on a Honda"
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CARD STACKING
Definition
suppress or distort evidence
tell half-truths
oversimplify the fact
set up a false target to divert attention
Forms of card stacking
weasel words
words that slip right past us but make diffirent between reality and illusion
Ex: help control, most comparable...
unfinished claim
scientific-sounding claim
Ex: 400% quieter
The ingredient doctors recommend
vague claims
Ex: Oh, what a feeling
A taste of success
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NAME CALLING
Negatively charged names are hurled agaist the opposite side or competitor
Arouse feelings of mistrust, fear and hate in the audiences => damage opponent
Using in political ads and product ads
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TRANSFER
Corporations : sponsor prestigious shows on radio or TV
reach educated, influential audiences
improve public image
Ex: Mobil: Masterpiece Theater
Guft Oil: National Geographic
Political ads: wrap in the flag
increase patriotism and integrity
EX: the Stars and Stripes
Washington Monument
Improve the image of a product by asociating it with a symbol most people respect