Advertising 101 Want to know how to get people to spend their money on YOUR product? Propaganda is… • any ideas or beliefs that are intentionally spread. • set of messages aimed at influencing the opinions or behavior of large numbers of people • Deliberate attempt to get someone to agree with you or to coerce them into doing something. • Telling only the side you want people to know. • Appealing to someone’s emotions, not their intelligence. types of propaganda 1. Bandwagon 6. Glittering 2. Emotional appeal Generalities 3. Transfer 7. Pandering 4. Repetition 8. Name-Calling 5. Testimonial 9. Plain Folks 10. Scientific Approach Bandwagon • persuading a consumer by telling them that others are doing the same thing • in soft drink ads there will be many attractive young people having fun on a beach • everyone else is using this product, so you should, too." Bandwagon ads exploit our desire to be part of the crowd. examples Emotional appeal • words that make a consumer feel strongly about someone or something are used • Ralph Lauren sells their perfume by showing a romantic love scene and just putting the word “romance” on the ad Transfer • a product is sold by the name or picture of a famous person or thing, but no words from the person or thing • political advertisements might use the American flag to help sell the product Repetition • the product’s name is repeated at least four times in the ad. • example: the Head-On commercial! Testimonial • a product is sold by using words from famous people or an authority figure • “Nine out of ten dentists recommend this type of toothpaste” • A celebrity endorses a product, idea, or person. Emotional appeal Repetition Bandwagon Which technique? Which technique? • vague, nice-sounding descriptions of things: • “Have a lawn that makes you proud.” • “Get the biggest and best for your money.” • “…stronger, brighter.” Which technique? Which technique? • appeals to your sense of home and family • “Lemonade, just like grandma used to make.” • “The hearth-baked goodness of whole grain bread.” • “It’s as American as apple pie.” Which technique? Which technique? • a direct line to your fear, anger, pity, or sense of humor • “Don’t be bullied into paying more taxes than you need to.” • “If you know the feeling of a dead battery on a lonely road, then buy…” Which technique? Which technique? • Since many people want to do what everyone else is doing, you are urged to hop aboard and join the crowd. • “Be like all the others in your neighborhood and roller skate under the stars…” • “Join the younger generation, vote for…” Which technique? Which technique? • One blames problems on a particular group, person, or idea. • “I don’t want those big-mouthed kids in the library.” • “Our downfall began under the other party.” • “Your money problems are caused by that party.” Which technique? Which technique? • only presents one side and hides the other. • only presents what is favorable or what is unfavorable, whatever helps their cause. Which technique? Which technique? • These refer to people who are either unnamed, unknown, or famous who have something to positive to say about the product, issue or candidate. • Everyone is made to sound like an expert: “Most experienced mothers depend upon…” • “These movie stars are voting for…” Which technique? Which technique? • Tests, statistics, survey, and pseudo- scientific jargon (wording) are used to sound convincing. • “Four out of five dentists use…” • “Research shows that…” • “The polls show our candidate ahead.” Which technique? Which technique? • These give the impression that people of elegance, wealth, good taste, and intelligence will buy the product or vote for the issue or candidate. • “When only the very best will do, buy…” • “People of status will vote for…” Which technique? Which technique? • groups things for a stronger effect. • The following combinations of traits do not necessarily go together. • “young and joyous,” • “thick and juicy,” • “old and wise.” Which technique?
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