12 Propaganda or Persuasive Techniques



Propaganda and Persuasive Techniques

|Technique |Definition |Example |

|Name Calling – |Using negative words, usually in politics, to turn a person against |“My opponent didn’t tell you the truth!” |

| |a competing person without giving evidence or facts | |

|Plain Folks Appeal – |Trying to show that a person or product is good for “ordinary” |An ordinary looking family sits together at a table to eat a certain|

| |people, because a person is “just like you.” |brand of macaroni. |

| | |OR |

| | |Politicians show pictures of themselves playing with a dog or with |

| | |their children, wearing casual clothing. |

|Glittering Generality – |Telling only positive things about something or someone, without |This is the product which will make you look amazing and fabulous |

| |giving evidence or facts | |

|Bandwagon – |Convincing the audience to accept someone or something because of|Commercials that show everybody’s got one, or everyone’s doing it! |

| |its popularity | |

|Testimonial – |Using a famous person to try to make consumers buy or support |Tiger Woods wears Nike clothing, and if you want to be like him, |

| |something or someone |then you should, too! |

| | |OR |

| | |A famous actor is voting for a candidate, so you should, too. |

| | | |

|Hidden Fears – |Suggesting that a person or product will protect you against |If you don’t want “ring around the collar,” use a particular |

| |something unpleasant or dangerous |detergent. |

| | |OR |

| | |This person will protect America against terrorism. |

|Snob Appeal – |Suggesting that association with a person or product can make you |The people who drive this kind of car wear fancy clothes, live in |

| |special |mansions, or go to great places. |

| | | |

|Facts and Figures – |Using tests, statistics or information that sounds “scientific” to |“Four out of five dentists recommend this toothpaste.” |

| |prove that one product or person is better than another |OR |

| | |“73% of Americans believe this candidate will do a better job – can |

| | |they all be wrong?” |

|Unfinished Comparisons – |Comparing a product or person to another, without providing the |“This soap cleans better!” – better than what? |

| |other half of the comparison. |OR |

| | |“This politician works harder for America.” – harder than whom? |

|Repetition – |Repeating a name, slogan or product over and over in the same |“Buy it for less at Jamisons” repeated at least four times in the |

| |advertisement |same advertisement |

| | |OR |

| | |“He says he didn’t know” repeated over and over about a politician |

| | |in the same advertisement. |

|Weasel Words, or Empty |Using broad promises or phrases that don’t really mean anything |“With this diet, you can lose up to 100 pounds.” |

|Phrases – | |OR |

| | |“Vote for this politician. He’s a real American!” |

| | | |

| | | |

| |Highlighting the positives of a product while downplaying any |Prescription drug commercials do this by showing positive pictures |

|Card Stacking- |possible negatives or side effects. It is telling only half of the |and playing distracting music while listing the side effects of the |

| |truth. |drugs. (They downplay the negative) |

|Avante Garde- |The suggestion that using this product puts the user ahead of the |Buying a certain phone will allow you to have the latest technology |

| |times. | |

|Bribery- |Offers you something “extra” with the product. |“But wait… purchase now and we will give you double the product” |

|Magic Ingredients- |The suggestion that some almost miraculous discovery makes the |Cosmetics companies often use this technique when advertising skin |

| |product exceptionally effective. |care products. |

|Transfer- |When positive words, images, and ideas are used to suggest that the |A beautiful model looks great using this lipstick, so you will too! |

| |product being sold is also positive. | |

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