WHA I THE REA CA
Diver sion seems to tackle a problem
or issue, but then thr ows in an
emotional non-sequitor or
distr action. e.g. a tobacco company
talks about health and smoking, but
then shows a cowboy smoking a
r ugged cigar ette after a long day of
har d work
PLA IN FOLKS
The suggestion that the pr oduct is a pr actical product of good value for or dinar y
people e.g. a cer eal manufactur er shows an or dinar y family sitting down to
breakfast and enjoying their product.
SNOB A PPEA L
The suggestion that the use of the product makes the customer par t of an elite
gr oup with a luxur ious and glamorous life style. “You Deser ve It” e.g. a coffee
manufactur er shows people dressed in formal gowns and tuxedos dr inking their
br and at an ar t galler y.
A famous personality is used to endorse the product e.g. a famous basketball
player (Michael Jor dan) recommends a par ticular br and of skates.
A void complexities, and attack many pr oblems to one solutions. e.g. Buy this
makeup and you will be attractive, popular, and happy.
CA RD STA CKING
The propaganda technique of Car dStacking is so widespr ead that we may
not always be aware of its presence in a
commercial. Basically, Card-Stacking
means stacking the car ds in favor of the
pr oduct; adver tiser s str ess is positive
qualities and ignore negative. For
example, if a br and of snack food is
loaded with sugar (and calor ies), the
commer cial may boast that the pr oduct is
low in fat, which implies that it is also
low in calor ies. Card-Stacking is such a
prevalent r ational pr opaganda technique
that gives us only par t of the pictur e.
GLITTERING GENERA LITIES
The glittering gener alities technique uses appealing wor ds and images to sell the
pr oduct. The message this commercial gives, through indirectly, is that if you
buy the item, you will be using a wonderful pr oduct, and it will change your life.
This cosmetic will make you look younger, this car will give you status, this
magazine will make you a leader-all these commercials ar e using Glitter ing
Generalities to enhance pr oduct appeal.
BA NDWA GON
Bandwagon is a form of propaganda
that exploits the desir e of most people
to join the cr owd or be on the winning
side, and avoid winding up the losing
side. Few of us would want to wear
nerdy cloths, smell differ ently from
ever yone else, or be unpopular .
The popular ity of a product is
important to many people. Even if most
of us say we make out own choice when
buying something we often choose welladvertised items- the popular ones.
A dvertising copywriter s must be
careful with the bandwagon
pr opaganda technique because most of
us see ourselves as individuals who
think for themselves. If Bandwagon
commercial is to obvious, viewers may
r eject the pr oduct
Remember that Adverts:
• will always appeal to your senses
• will usually want to sell more than just the product e.g. lifestyle
• will always have making money in mind
• will often distort the truth
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