Persuading an Audience

Propaganda Techniques

1. Sex Appeal: use a good-looking person to sell a product; can be subtle and look romantic or beautiful.
2. Snob Appeal: join the “elite” or rich and famous/popular gropu of people by using the product.
3. Authority Appeal: public/popular person endorses an item; if the consumer buys it he/she will become popular/cool/etc.
4. Plain Folks Appeal: appeal to average folks; the product is meant “just for you.”
5. Bandwagon Appeal: an appeal to those who want to belong; by buying the product, you’ll have just what others have.
6. Fear Appeal: use fear to get people to buy a product
7. Transfer Appeal: the authority or prestige of a thing or person that is respected is automatically transferred to a product near it; generally there is no statement that connects the respected individual and the product.
8. Testimonial: using experts to sell a product.
1. Good Use: Michael Jordan selling basketball shoes.
2. Bad Use: Michael Jordan selling Ballpark hotdogs.
9. Repetition: Repeat an image or word/phrase that will stay with the audience.

Claims

1. Scientific/Statistical Claims: use science/statistics as a form of legitimacy
2. Compliment the Consumer: use flattery; imply “coolness” or “adventuresome” personality.
3. Rhetorical Question: the consumer’s answer confirms the product’s goodness.
4. Unfinished Claim: a product is “better” or has “more,” but the ad does not specify
5. Weasel Words: words used to make products sound special or unique. Ex: helps, many, enriched, fortified, etc.
6. Name-Calling: using positive or negative words to label a product or person
7. Glittering Generalities: using “virtue” words that mean different things to different people. Example: Christian, patriotism, love, motherhood, democracy, integrity, honorable, etc.
8. Euphemisms: using “nice” words that make unpleasant realities more acceptable. Example: death vs. passed on
9. Humor: making jokes or funny images to attract the audience.