Propaganda and Persuasive
Techniques in Advertisements
GLE 0801.5.4 Analyze written and oral communication for persuasive devices.
GLE 0801.5.5 Identify and analyze premises, including false premises.
GLE 0801.7.1 Analyze media for their ability to inform, persuade, and entertain.
GLE 0801.7.2 Examine the relationship between the visual (e.g., media images, painting, film, graphic arts) and the verbal
GLE 0801.7.3 Recognize how visual and sound techniques and design elements (e.g., special effects, camera angles,
music) carry or influence messages in various media.
SPI 0801.3.2 Identify the targeted audience for a selected passage.
SPI 0801.5.4 Identify examples of persuasive devices (i.e., bandwagon, loaded words, testimonial, name-calling,
plain folks, snob appeal).
SPI 0801.5.8 Identify instances of bias and stereotyping in print and non-print texts.
Check for Understanding 0801.5.11 Identify and analyze the persuasive devices used in written and oral communication
(e.g., bandwagon, loaded words, testimonial, name-calling, plain folks, snob appeal).
Check for Understanding 0801.5.13 Analyze examples of concepts of stereotyping and bias in text.
Check for Understanding 0801.7.2 Identify, analyze, and discuss the relationship between the visual (e.g., media
images, painting, film, graphic arts) and the verbal in media and explain how the elements support or conflict with
Check for Understanding 0801.7.3 Identify visual and sound techniques and design elements (e.g., special effects,
camera angles, lighting, and music in television or film or layout, pictures, and typeface in newspapers, magazines,
and print advertisements) in various media, and explain how they carry or influence messages.
Techniques used to influence opinions,
emotions, attitudes or behavior.
The purpose is to benefit the sponsor.
It appeals to the emotions not the intellect.
It can be negative or positive.
The purpose is to persuade.
Characteristics of Propaganda
In advertising the purpose is to claim
“superiority” in order to sell product.
Weasel Words - modifiers that look substantial
but are meaningless.
Makes audience believe in something or want to
persuasive technique that invites you to join the
Everybody’s doing it!
Often uses weasel words
Everyone in Auburn is
supporting Bob Riley. Shouldn’t
you be part of the winning
Statement endorsing an idea/product by a prominent
Product does not have to be related to “star’s” field.
Commonly uses musical artists, sports giants,
Identifies product/idea with a locality or country
Practical product for ordinary people.
Like a good neighbor…
Purchase will display love of country.
Person will financially help the country.
…built American tough
Connotation implied to
create “positive” impact.
Statement jumps from a
few cases to all.
“Glittering” because it’s
Often used by politicians
Uses a “positive”
connotation to encourage your way!
audiences to accept the This slogan implies
product or person without “choice” which is a
examining the evidence. of democracy.
Positive feelings/desires are connected to a product/user.
Transfers positive feelings we have of something we know
to something we don’t.
This technique relies heavily on symbolism.
*Love/ Popularity *Fame *Wealth *Power
During the Kerry vs. Bush
campaign an e-mail through the
internet showed similar physical
characteristics between John
Kerry and Frankenstein.
Name - Calling
A way of smearing an
Intent is to damage
It also arouses suspicion
Intention is to create a
seed of doubt
Used by politicians and In a campaign speech to a
logging company, the
product companies Congressman referred to his
opponent as a "tree hugger."