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PERSUASION & PROPAGANDA

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by

Allie Sanders

on 25 July 2015

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Transcript of PERSUASION & PROPAGANDA

PERSUASION & PROPAGANDA
Persuasion is:
A means of convincing people to
buy a certain product
believe something or act in a certain way
agree with a point of view
Propaganda is:
information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, or nation
Common Persuasive Techniques in Advertising:
BANDWAGON
BANDWAGON
PLAIN FOLKS
TESTIMONIAL
TRANSFER
EMOTIONAL APPEAL
APPEAL to FEAR
APPEAL to SEX
BUZZ WORDS
SLOGAN
EUPHEMISM
REPETITION
NAME CALLING
A statement suggesting that everyone is using a specific product, so you should too.

People buy this product because they want to fit in.

If others buy it, the product must be good.
PLAIN FOLKS
People just like you are doing it, so why don’t YOU?
TESTIMONIAL/
CELEBRITY
ENDORSEMENT
a well-known person supports a product or service

used to transfer respect or admiration for a celebrity to the product.
TRANSFER
associating a symbol with the product
EMOTIONAL APPEAL
A person is made to have strong feelings (happiness, sadness, excitement) about a situation or product.
APPEAL to FEAR
Intended effect:
This commercial makes viewers feel unprotected or unsafe.
Viewers believe that the product will protect them or provide security.
APPEAL to SEX
If you use this product, you will be more attractive to the opposite sex.
BUZZ WORDS
Words that have suddenly become popular with consumers…words like "pure," "all natural," and "organic."
SLOGAN
A memorable phrase is used in a campaign, or a series of TV commercials.

The slogan often becomes part of everyday language.
EUPHEMISMS
Words that make an unpleasant reality more acceptable.
The name of a product is repeated many times. The product seems to become more believable the more times you hear it.
REPETITION
Using words like “inexperienced” or “weaker than” when talking about the competition, without actually proving it.
NAME CALLING
Full transcript