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Propaganda in Modern Media
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Propaganda Techniques in Modern Media
Pathos
Testimonials
Loaded Language
Propaganda (or advertisements) use manipulation techniques to conciously or sub-conciously convince their target audience to use their product.
Pathos is the use of emotional manipulation; aiming to trigger a strong emotional response. Here, Hershey's associates good memories/happiness with their product.
Slogan
Ethos
By repeating phrases such as;
- "There's a smile in every Hershey Bar"
- "Lot’s of things have changed, but Hershey’s goodness hasn’t"
- "The great American chocolate bar."
By using strong words such as "rich" and "delicious", Hershey's uses the strong vocabulary to make an impact on the viewer.
A presentation by Alexandra Wells and
Solara Prastalo
A testimonial uses paid actors, celebrities, or real costumers to express their love for the company. In this commercial they used actor, Jason Alexander. ,
Hershey's is able to get their audience to remember their company, as well as these phrases.
Exaggerations
Plain Folk Appeal
Euphoria
By exaggerating the feeling of eating York Peppermint Patties, Hershey's is able to draw people in to consume their products.
While using ethos, companies like Hershey's commonly use the long life of their business to advertise their experience and credibility in their field.
In the same brand of video, Hershey's uses a similar technique of euphoria; describing their product as an experience in itself (much like 5 Gum)
By displaying
common people
Symbolism
doing relatable activities, Hershey's is able to relay to normal or "plain folk" in their ads.
Logos
By using logos, companies use a logical argument to present their product above others. (Here, Hershey's describes their chocolate as "more sustaining than meat")
Thank you!
By using a Hershey kiss chocolate as a symbol for an actual "kiss" between two people, Hershey's can associate their product with an actual kiss; which also incorporates the use of Pathos.