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-Ann McClintock
Presented by: Suman Shrestha
TESTIMONIAL
 Testimonial is one of advertisers’
most-loved and most-used
propaganda techniques.
 It consists of a writte...
Testimonial can be part of
communal marketing.
Here the advertisers use different
popular celebrities to make their
prod...
We like the person so much that we
like the product too.
PLAIN FOLKS
 The plain folks approach says, “Buy
me or vote for me. I am just like you”.
 It is the argument in which th...
 Here the speaker gives a sense of trust
and comfort, believing that the
speaker and the audience share
common goals, so ...
CARD STACKING
It is a propaganda technique that
seeks to manipulate audience
perception of an issue by
emphasizing one si...
for eg – a crime story, focusing on a
particular ethnic group, without
providing proper comparative
data, could be conside...
It is used in almost all forms of
propaganda, and is extremely
effective in convincing the public.
BANDWAGON
 In this technique, advertisers
pressure, “Everyone is doing it. Why
don’t you?” It forced the audiences to
do ...
As we know that victory is
predictable and defeat
impossible, most of the people
prefer to be on/support the
winning team...
CONCLUSION
We can conclude that these
propaganda work only because
they appeal to our emotions, not to
our minds.
It is ...
3.3 propaganda techniques in today’s advertisingfor 1st semester for KU's BBA
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3.3 propaganda techniques in today’s advertisingfor 1st semester for KU's BBA

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3.3 propaganda techniques in today’s advertisingfor 1st semester for KU's BBA

  1. 1. -Ann McClintock Presented by: Suman Shrestha
  2. 2. TESTIMONIAL  Testimonial is one of advertisers’ most-loved and most-used propaganda techniques.  It consists of a written or spoken statement, sometimes from a person figure, sometimes from a private citizen, extolling the virtue of some product.
  3. 3. Testimonial can be part of communal marketing. 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…)
  4. 4. We like the person so much that we like the product too.
  5. 5. PLAIN FOLKS  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.
  6. 6.  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
  7. 7. CARD STACKING It is a propaganda technique that seeks to manipulate audience perception of an issue by emphasizing one side and repressing another. It can be tool of advocacy groups or those with a specific agenda.
  8. 8. for eg – a crime story, focusing on a particular ethnic group, without providing proper comparative data, could be considered as card stacking.  It makes significant use of the evidence principle, whereby we find evidence to be particularly persuasive.
  9. 9. It is used in almost all forms of propaganda, and is extremely effective in convincing the public.
  10. 10. BANDWAGON  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.
  11. 11. As we know that victory is predictable and defeat impossible, most of the people prefer to be on/support the winning team. For eg – if we don’t drink Pepsi, we are out of “the Pepsi generation.”
  12. 12. CONCLUSION We can conclude that these propaganda work only because they appeal to our emotions, not to our minds. It is important to detect it and understand how it is used.

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