The document discusses how celebrities are used in advertising in Burma through various propaganda strategies. Celebrities provide financial and promotional benefits to advertising. Their local presence gives ads a sense of familiarity. Common propaganda techniques used in celebrity endorsements include bandwagoning, testimonials, transferring fame through images but not words, repetition of the product or brand, and using emotional words.

1. NIKE

2. CHOOKS TO GO

8. Celebrities perform a range of different social, cultural
and political functions. In this environment, advertising
provides celebrities with a short-term financial reward,
and an opportunity to further promote their brand
image.
It is not uncommon see singers and actors in the street,
during social encounters or even whilst they are
shooting a new TV commercial. The localness of famous
people in Burma, in this sense, gives their patronage an
extra sense of familiarity in advertising work.
BURMA

9. PROPAGANDA
--Publicity to promote something:
information put out by an
organization or government to
promote a policy, idea, or cause
--Misleading publicity: deceptive
or distorted information that is
systematically spread

10. 1. Bandwagon— persuading consumers by telling
them that others are doing the same thing.
BASIC PROPAGANDA STRATEGIES

11. 2. Testimonial— when a product is sold by using
words from famous people or authority figures.
BASIC PROPAGANDA STRATEGIES

12. 3.Transfer— when a product is sold by the name
or picture of a famous person or thing but no
words from the said person or thing.
BASIC PROPAGANDA STRATEGIES

13. BASIC PROPAGANDA STRATEGIES
4.Repetition— when the product’s name is
repeated at least four times in the ad.

14. BASIC PROPAGANDA STRATEGIES
5. Emotional Words— words that will make a
consumer feel strongly about someone or
something are used.

15. ACTIVITY