Propaganda Techniques

Glittering Generalities

Positive words to describe product.

Bandwagon

Implies that a lot of people use this brand

Shows a lot of people sleeping on their mattress

Tries to make point that you should join the crowd and not be left out.

Testimonial

Famous person endorses product. Must be instantly recognized by target market.

Transfer

Associates product with idea/image that audience will have strong emotional feelings for—in this case family togetherness and a family vacation.

Repetition

Repeats words or images to get them ingrained in audience’s mind.

Compare & Contrast

Compares product to competition. May actually name competition or may just say “the other leading brand.”

Before & AfterShow before/without the product and after/with the product. With/after the product is shown as better.

Plain Folks

Shows everyday, ordinary people using the product. Because the people seem like you, your family or your neighbors, you think you would like the product because they do.

Snob Appeal

Implies that the product is for people who only want or deserve the best.

Card Stacking

Appeals to intellect by making statements that sound like facts to show how the product is superior. Can’t really prove the statements though.

HumorUses humorous scenes/ideas to attact the audience.