Techniques and Uses. Definition techniques used to influence opinions, emotions, attitudes or...
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Transcript of Techniques and Uses. Definition techniques used to influence opinions, emotions, attitudes or...
![Page 1: Techniques and Uses. Definition techniques used to influence opinions, emotions, attitudes or behavior Purpose: to benefit the sponsor to persuade Appeals.](https://reader035.fdocuments.us/reader035/viewer/2022062713/56649cdf5503460f949a8be9/html5/thumbnails/1.jpg)
Propaganda
Techniques and Uses
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Propaganda• Definition• techniques used to influence opinions, emotions, attitudes or behavior
• Purpose: • to benefit the sponsor • to persuade
• Appeals to the emotions, not the intellect
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Characteristics of Propaganda
• Claims “superiority” in order to sell product• Weasel Words - modifiers that look
substantial, but are meaningless•Examples: tackles, comforts, refreshes, fights, etc.
• Makes audience believe in something or want to do something
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Propaganda Techniques• Bandwagon• Testimonial• Snob Appeal • Plain Folks• Patriotism• Evidence Claims
• Glittering Generalities• Transfer• Slogan• Wit and Humor• Rewards• Name-Calling
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Bandwagon
• Persuasive technique that invites you to join the crowd• “Everybody’s doing it!”
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Testimonial• Statement
endorsing an idea/product by a prominent person• Celebrities like
musical artists, sports stars, and actors/actresses often give testimonials
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Snob Appeal• Aims to flatter• Implies that the product or idea is
better than others, making those who use it or agree better as well
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Plain Folks• Opposite of Snob Appeal• Identifies product/idea with a locality
or country• Practical product for ordinary people
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Patriotism• Purchase will display love of country• Person will financially help the
country
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Evidence Claims• Facts and Figures –
statistics to prove superiority• Magic Ingredients –
suggests some miraculous discovery makes product exceptionally effective• Hidden Fears – suggests that user is safe from some danger
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Glittering Generalities• Statement jumps from a few
cases to all• “Glittering” because it’s
falsely attractive• Often used by politicians
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Transfer• Positive feelings or desires are connected
to a product and user• Transfers positive feelings we have of
something we know to something we don’t
• Examples:• Sex Appeal: using the product will make you
more attractive• Love/Popularity: using the product will make
people like you• Fame: using the product will get you attention• Wealth: using the product will make you look
rich• Power: using the product will give you power
over others
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Slogan• A catchword or phrase loaded with
emotion• Often sells through repetition• Clever and easy to remember• Stays with you a long time• Often a melody you already know
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Wit and Humor• Distracts
audience and gives a reason to laugh often through the use of clever visuals and/or language
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Rewards• Bonus awarded to consumer for
purchase• Examples:•Toys•Gimmicks•Rebates•Free payment
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Name-Calling• A way of smearing an opponent• Intention is to damage opponent• It also makes others suspicious of the
opponent• Used by politicians and product
companies