The document discusses common persuasive techniques used in propaganda and advertising such as the bandwagon effect, testimonials, loaded words, and card stacking. The bandwagon effect suggests that a product is popular to encourage people to join in. Testimonials involve endorsements from famous people or customers. Loaded words and emotional language aim to evoke strong feelings about a product. Card stacking, or semantic slanting, involves twisting language to put a product or message in a more positive light. The document provides examples of how these techniques are used in advertising.
2. What is propaganda?
A means of convincing people:
to buy a certain product
to believe something or act in a certain way
to agree with a point of view
3. Common persuasive techniques often used in
advertising
Bandwagon
Testimonial
Loaded words (Emotional Language)
Card Stacking (Semantic Slanting)
4. Bandwagon
A statement suggesting that everyone is using a
specific product, so you should, too!
Being “in the group” makes you feel secure.
11. Loaded Words
(Emotional Language)
Loaded Words = Words that will make you feel
strongly about someone or something (fear, desire
for success, excitement, being part of a group).
Loaded Words can be Glittering Generalities
Glittering Generalities=Words that “glitter” but give
no details about the product.
“NEW IMPROVED TIDE”
21. Card Stacking (Semantic Slanting)
Advertisers change the way they say
something to make it sound more positive.
They may twist their language so that their
message is said in a way that puts them in a
better light.
22. Card Stacking (Semantic Slanting)
Another example could be on packaging for foods,
when they say "90% fat-free" because that sounds
much more appealing than saying, "10% fat", even
though they mean the exact same thing.
23. Card Stacking (Semantic Slanting)
On this cereal box,
Frosted Flakes claims
to be a good source
of vitamin D, but if
you read the label,
you might be
surprised.
