BANDWAGON: This technique tries to persuade everyone to join in and do the same thing. The suggestion that everybody is using the product and that you should too in order to be part of the group e.g. a credit card company quotes the number of millions of people who use their card
LOADED WORDS: are words with strong emotional associations. Examples: "love" and "peace" or "cheat" and "war". Others are "luxury", "beautiful", "paradise", and "economical".
GLITTERING GENERALITY: Loaded words in the glittering generality are so strongly positive in emotional content that they make you feel good just by hearing them. The words are used to suggest a positive meaning without actually really making any guarantee e.g. a famous sports personality says that a diet product might help you to lose weight the way it helped him to lose weight
PLAIN FOLKS: the suggestion that the product is a practical product of good value for ordinary people e.g. a cereal manufacturer shows an ordinary family sitting down to breakfast and enjoying their product
TRANSFER: Good feelings, good looks, or good ideas are transferred to the person for whom the ad is intended. Words and ideas with positive connotations are used to suggest that the positive qualities should be associated with the product and the user e.g. a textile manufacturer wanting people to wear their product to stay cool during the summer shows people wearing fashions made from their cloth at a sunny seaside setting where there is a cool breeze
TESTIMONIAL: a famous personality is used to endorse the product e.g. a famous hockey player recommends a particular brand of skates
REPETITION: The product name or keyword or phrase is repeated several times
1. An advertisement uses an old ugly librarian to sell cars:________________
2. A radio commercial keeps repeating the plumbing company's name over and over again:________________
3. An ad shows Barry Bonds,the famous baseball player, to advertise "Wheaties" cereal:____________________
4. A product in a television commercial boasts: Over 1,000,000 copies sold!!! Don't be the last on your block to own it!!!:______________________
5. Six real cool guys are on the beach drinking Budweiser Beer and having a good time. The technique being used is:_______________________
6. An ad in a magazine shows Britney Spears selling Pepsi Cola!!!:_______________________
7. An ugly woman is shown using Clorox in her laundry detergent:_________________________
8. A product boasts that it has a "new and improved" formula:___________________________
9. A glamorous young woman is shown in a product for a popular lipstick:____________________________
10. An ad uses the words, "sexy", "patriotic", "luxurious":______________
11. A headache tablet claims to use an "advanced" new formula:________________________
| BANDWAGON | GLITTERING GENERALITIES | PLAIN FOLKS | TESTIMONIAL | TRANSFER |
1. What is the real message?
2. What propaganda technique(s) are used?
3. Who is the intended audience?
4. What is the most prominent figure in the ad?
|
WHEATIES
| BETTY CROCKER |
TIMBERLAND | NIKE |
