1. PropagandaPropaganda
Techniques used to influence opinions,Techniques used to influence opinions,
emotions, attitudes or behavior.emotions, attitudes or behavior.
The purpose is to benefit the sponsor.The purpose is to benefit the sponsor.
It appeals to the emotions not the intellect.It appeals to the emotions not the intellect.
It can be negative or positive.It can be negative or positive.
The purpose is to persuade.The purpose is to persuade.
3. More PropagandaMore Propaganda……
TransferTransfer
SloganSlogan
Wit and HumorWit and Humor
RewardsRewards
Name-CallingName-Calling
Big LieBig Lie
ScapegoatScapegoat
4. BandwagonBandwagon
Persuasive technique that invites you to join the crowd.Persuasive technique that invites you to join the crowd.
EverybodyEverybody’’s doing it!s doing it!
Often uses weasel wordsOften uses weasel words
6. TestimonialTestimonial
Statement endorsing an idea/product by a prominentStatement endorsing an idea/product by a prominent
person.person.
Product can be inside or outside particular field.Product can be inside or outside particular field.
Musical artists,Musical artists,
Sports giants,Sports giants,
Actors/actressesActors/actresses
8. Snob AppealSnob Appeal
Aims to flatterAims to flatter
Makes assumption/Makes assumption/
insinuation that thisinsinuation that this
product/idea is better thanproduct/idea is better than
othersothers……
Thus, those that use it areThus, those that use it are
too.too.
““Avant GardeAvant Garde”” ahead of theahead of the
times.times.
10. Plain FolksPlain Folks
Opposite of Snob AppealOpposite of Snob Appeal
Identifies product/idea with a locality or countryIdentifies product/idea with a locality or country
Practical product for ordinary people.Practical product for ordinary people.
12. PatriotismPatriotism
Purchase will display love of country.Purchase will display love of country.
Person will financially help the country.Person will financially help the country.
14. Evidence ClaimsEvidence Claims
Facts and FiguresFacts and Figures ––
statistics to prove superioritystatistics to prove superiority..
Magic IngredientsMagic Ingredients ––
suggests some miraculoussuggests some miraculous
discovery makes productdiscovery makes product
exceptionally effective.exceptionally effective.
Hidden FearsHidden Fears ––
suggests that user is safe fromsuggests that user is safe from
some danger.some danger.
18. Glittering GeneralizationGlittering Generalization
Weasel words used.Weasel words used.
Statement jumps from aStatement jumps from a
few cases to all.few cases to all.
““GlitteringGlittering”” because itbecause it’’ss
falsely attractivefalsely attractive
Often used by politiciansOften used by politicians
Emotionally appealingEmotionally appealing
words associated withwords associated with
highly-valued conceptshighly-valued concepts
and beliefsand beliefs
Carries conviction withoutCarries conviction without
supporting information orsupporting information or
reasonreason
20. TransferTransfer
Projecting positive or negativeProjecting positive or negative
qualities (praise or blame) of aqualities (praise or blame) of a
person, entity, object, or value (anperson, entity, object, or value (an
individual, group, organization, nation,individual, group, organization, nation,
patriotism, etc.) to another in order topatriotism, etc.) to another in order to
make the second more acceptable ormake the second more acceptable or
to discredit it.to discredit it.
Often used by politiciansOften used by politicians
Used to transfer blame from oneUsed to transfer blame from one
member of a conflict to another.member of a conflict to another.
It evokes an emotional responseIt evokes an emotional response
which stimulates the target to identifywhich stimulates the target to identify
with recognized authorities.with recognized authorities.
22. SloganSlogan
A catchword or phrase loaded with emotionA catchword or phrase loaded with emotion
Often sells through repetitionOften sells through repetition
Clever and easy to rememberClever and easy to remember
Stays with you a long timeStays with you a long time
Often a melody you already knowOften a melody you already know
23. Wit and HumourWit and Humour
Diverts audience and gives aDiverts audience and gives a
reason to laugh oftenreason to laugh often
through the use of cleverthrough the use of clever
visuals and/or language.visuals and/or language.
24. Name - CallingName - Calling
A way of smearing anA way of smearing an
opponentopponent
Intent is to damageIntent is to damage
opponentopponent
It also arouses suspicionIt also arouses suspicion
of opponentof opponent
Intention is to create anIntention is to create an
uneasy feelinguneasy feeling
Used by politicians andUsed by politicians and
product companiesproduct companies
