Card Stacking
Card stacking is a propaganda technique, used primarily in advertising, to present information in an unbalanced or one-sided way. This technique has been used for decades (if not longer), and it is still widely used today. It involves presenting only the facts that support a particular point of view while leaving out any facts that could provide a more balanced picture.
By presenting only the most favourable evidence, card stacking can be used to manipulate an audience into believing something that may not necessarily be true. This is the very literal definition of modern political advertising nowadays, and in particular, is commonly used around elections by political parties to persuade voters of ‘their’ viewpoint.
Testimonials
Testimonials are a powerful propaganda technique often used in modern advertising, but they’ve been common for decades now too. They can be used to influence people’s opinions and beliefs about a product or service.
Testimonials are often presented in the form of stories, quotes, and these days in videos. This technique helps advertisers to create an emotional connection with their audience and build trust in their brand.
Testimonials can be used to showcase customer satisfaction or highlight the effectiveness of a product or service. They also help to boost credibility by providing real-life examples of how people have benefited from using the advertised product or service.
By utilising testimonials in advertising, companies can create persuasive messages that will help them stand out from their competition and increase sales.
Bandwagon
Bandwagons are a common advertising technique used to create an illusion of widespread support for a product or service. Through this technique, advertisers attempt to persuade potential customers that everyone is using the product and that it must be good.
This technique often relies on heavy uses of outright propaganda, such as exaggeration, false information, and emotional appeals. By creating an atmosphere of hype around their product or service, advertisers can effectively influence public opinion and generate more sales. No one wants to miss out, so they all hop onto the Bandwagon of hype created by the marketing campaign. Think ‘Prime’ drinks as a, well, prime example of this from today’s world.
Stereotyping
Advertising has been used as a tool to influence people’s opinions and behaviours since the beginning of time. One technique that has been used in advertising is stereotyping, which is the use of generalised ideas or images to represent a certain group of people. Stereotyping in advertising can be seen as a form of propaganda, as it can be used to manipulate the public’s opinion and behaviour.
Stereotyping in advertising can have both positive and negative effects on society. On the one hand, it can be used to promote positive values such as diversity and inclusion; on the other hand, it can lead to prejudice and discrimination against certain groups. It is important for advertisers to be aware of how their messages may affect different audiences so that they do not perpetuate negative stereotypes.
Transfer technique
The transfer technique is one such technique that has been used since the early days of advertising. This technique uses symbols, images, and words to evoke emotions and create a connection between the product or service being advertised and the consumer.
The transfer technique is a powerful tool for advertisers as it can be used to influence people’s attitudes, beliefs, and behaviours. It can also be used as a form of propaganda by using symbols or words that are associated with positive values or ideas. By using this technique, advertisers can create an emotional connection between their product or service and potential customers.
Glittering Generalities
Glittering generalities is a technique used in propaganda and advertising to evoke positive feelings and associations with a product or idea. This technique relies on the use of emotionally charged words that have no real meaning but can influence people’s opinions.
It is used to create an emotional connection between the audience and the product or idea being advertised. It is often used in political campaigns, where candidates will use words such as “hope”, “freedom”, and “progress” to evoke positive emotions without providing any concrete evidence of their plans for change.
In advertising, glittering generalities are also employed to make products seem desirable without giving any specifics about them. Again, think of modern, soundbite, politics as the best example of this today.
Fear Appeal
Fear appeal is a technique used in advertising and propaganda to influence people’s behaviour. It is based on the idea that fear can be a powerful motivator for people to take action. This technique relies on creating an emotional reaction in the viewer, often by using negative images or messages. It is important to note that this technique should be used responsibly, as it can have a negative effect if not done correctly.
A fear appeal has been used by advertisers for decades, and it continues to be a popular tool for companies looking to increase their sales or influence public opinion. In this article, we will discuss the different types of fear appeal and how they are used in advertising today. We will also look at some of the ethical considerations when using fear appeals in advertising campaigns.
Ordinary People
Ordinary People (or Plain Folks if you’re in America) is a propaganda technique used in advertising to create an emotional connection between the consumer and the product. It involves creating a sense of familiarity and relatability by using everyday people as examples.
This technique is commonly used in political campaigns, especially in today’s divisive world of modern politics and modern political campaigns but it can also be used to effectively market products and services.
Ordinary People’s visual and oral examples are designed to appeal to our sense of empathy, making us feel like we are part of something bigger than ourselves. By seeing everyday people using the product or service, we are more likely to trust it and consider purchasing it ourselves. This technique has been proven to be highly effective in creating an emotional connection with potential customers.
Written by Stephen Taylor, Propaganda CEO
