To convince people to patronize your product, we can use propaganda techniques. Using this ppt, you can browse several types with its example to tell you where it can be used.

1. PROPAGANDA

2. What is propaganda
• “Propaganda is the
deliberate, systematic
attempt to shape
perceptions,
manipulate cognitions,
and direct behavior to
achieve a response
that furthers the
desired intent of the
propagandist.”
• —Jowett &
O'Donnell, Propagand
a and Persuasion

3. Government propaganda

4. Purpose of Propaganda
• to influence people's
opinions actively
• appeal to one's
emotions

5. Five characteristics of propaganda
• Propaganda is in the eye
of the beholder.
– “I’m persuading. The
other guy is using
propaganda.”
• Propaganda has a
strong ideological bent.
– example: PETA
• Propaganda is
institutional in nature. It
is practiced by organized
groups
– governments,
corporations, social
movements, special
interests
• Propaganda relies on
mass persuasion
– television, radio,
Internet, billboards
• Propaganda tends to
rely on ethically
suspect methods of
influence.
– deception,
distortion,
misrepresentation,
or suppression of
information.

6. Recognizing Propaganda Techniques
• Bandwagon
• Testimonial
• Plain Folks
• Patriotism
• Glittering Generalization
• Transfer
• Name-Calling

7. Bandwagon
• Persuasive technique that invites you to join the
crowd.
• Everybody’s doing it!
• Often uses weasel words
Everyone in Auburn is
supporting Bob Riley.
Shouldn’t you be part of the
winning team?

8. Testimonial
• Statement endorsing an idea/product by a prominent
person.
• Product does not have to be related to “star’s” field.
• Commonly uses musical artists, sports giants,
actors/actresses
Jarod Fogle for Subway

9. Plain Folks
• Identifies product/idea with a locality or country
• Practical product for ordinary people.
• Based on the “common man,” “person on the
street” or the “little guy”
• A politician calls himself a “populist” or “man of
the people”
Like a good neighbor…

10. Patriotism
• Purchase of item will display love of country.
• Doing something will help the country.
“patriotism is always more than just loyalty to a place on a map or a
certain kind of people. Instead, it is also loyalty to America’s ideals –
ideals for which anyone can sacrifice, or defend, or give their last full
measure of devotion.” Barack Obama, June 30, 2008

11. Glittering Generalization
• Connotation implied to create
“positive” impact.
• “Glittering” because it’s falsely
attractive
• Uses a “positive” connotation to
encourage audiences to accept
the product or person without
examining the evidence.
• Using virtuous words; democracy,
freedom, justice, patriotism, family
values, motherhood, progress
• Embracing values at a high level
of abstraction
– “change”
– “green”
– “reform”
Have it
your way!
This slogan
implies “choice”
which is a
founding principle
of democracy.

12. Transfer
Positive feelings/desires are connected to a product/user.
Transfers positive feelings we have of something we know
to something we don’t.
This technique relies heavily on symbolism.
*Love/ Popularity *Fame *Wealth *Power
During the Kerry vs. Bush
campaign an e-mail through
the internet showed similar
physical characteristics
between John Kerry and
Frankenstein.

13. Name - Calling
• A way of smearing an opponent
• Intent is to damage opponent
• It also arouses suspicion of opponent
• Intention is to create a seed of doubt
• Used by politicians and product
companies

14. Soviet Propaganda
• Soviet Propaganda video