PROPAGANDA
WHAT IT IS, HOW IT IS USED,
AND TERMS ASSOCIATED WITH
IT.
DEFINITION
A body of doctrines, ideas, or
attitudes of a particular group
promoted, often through public
allegation and in a distorted or biased
form, in order to influence the point of
view of others, gain supporters, or
damage an opposing group.
ADVERTISING
The action of attracting public
attention to a product or cause.
CONSUMER
A person who uses or
participates in whatever was
promoted through advertising.
BIAS
Opinionheld before there is a
reason for it; prejudice
TARGET AUDIENCE
Thegroup of people most likely to
use a product and/or program at
which ad is aimed.
SLOGAN
A word or phrase used by a
business or any group to
advertise its product or purpose.
9 TYPES OF PROPAGANDA
Bandwagon Transfer
Repetition Statistics
Testimonial Snob Appeal
Name-Calling Humor
Loaded Language
BANDWAGON
Influencesthe public to believe
that “everyone is doing it” so they
should as well.
REPETITION
Repeats the product name at
least three times.
TESTIMONIAL
An authority, professional or
celebrity uses his/her own words
to endorse the product. An
authority could be an “average”
person with whom the buyer may
identify with.
NAME-CALLING
Usingnegative labels for
competitors. Rather than tell why
they are better, they tell what is
wrong with the competition.
Loaded Language
Some TV commercials make
viewers laugh, cry, or feel
sentimental. These commercials
use a specific word choice to appeal
to your emotions.
Also called Purr words or Emotional
Appeal
Transfer
When the name or face of a
celebrity is used to endorse a
product, but not a direct quote.
Statistics
Anappeal that uses numbers in
their favor. They may say that 4
out of 5 doctors recommend
something.
Snob Appeal
Commercials that make you feel
that you will be the “best” at
something if you use their
product.
Humor
Viewers are more likely to remember
commercials that make them laugh.
Humorous commercials often don’t
give much information about the
product, but they leave viewers with a
positive feeling.