3.3 propaganda techniques in today’s advertisingfor 1st semester for KU's BBA
Presented by: Suman Shrestha
Testimonial is one of advertisers’
most-loved and most-used
It consists of a written or spoken
statement, sometimes from a person
figure, sometimes from a private
citizen, extolling the virtue of some
Testimonial can be part of
Here the advertisers use different
popular celebrities to make their
product more popular even though
the celebrity is not well-known
about the product. (Example…)
We like the person so much that we
like the product too.
The plain folks approach says, “Buy
me or vote for me. I am just like you”.
It is the argument in which the
speaker presents him or herself as an
average person, a common person
who can understand and empathize
with a listener’s concerns.
Here the speaker gives a sense of trust
and comfort, believing that the
speaker and the audience share
common goals, so the audience should
agree with the speaker.
Mostly it is used in political
advertisements, political leaders take
help to attract the audience to support
It is a propaganda technique that
seeks to manipulate audience
perception of an issue by
emphasizing one side and
It can be tool of advocacy groups or
those with a specific agenda.
for eg – a crime story, focusing on a
particular ethnic group, without
providing proper comparative
data, could be considered as card
It makes significant use of the
evidence principle, whereby we find
evidence to be particularly persuasive.
It is used in almost all forms of
propaganda, and is extremely
effective in convincing the public.
In this technique, advertisers
pressure, “Everyone is doing it. Why
don’t you?” It forced the audiences to
do the same as others doing.
Many people have a deep desire not to
be different so this kind of
propaganda often succeeds.
As we know that victory is
predictable and defeat
impossible, most of the people
prefer to be on/support the
For eg – if we don’t drink Pepsi, we
are out of “the Pepsi generation.”
We can conclude that these
propaganda work only because
they appeal to our emotions, not to
It is important to detect it and
understand how it is used.