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Questions and Answers
What is the purpose of using a 'Name-Calling' technique in advertising?
What is the purpose of using a 'Name-Calling' technique in advertising?
- To create a sense of familiarity with the product
- To reward the consumer with a free gift
- To make the consumer laugh
- To damage the opponent's reputation (correct)
What is the primary function of a slogan in advertising?
What is the primary function of a slogan in advertising?
- To make the product sound more expensive
- To provide a detailed description of the product
- To sell a product through repetition and emotion (correct)
- To create a sense of fear in the consumer
What is the goal of using 'Glittering' in advertising?
What is the goal of using 'Glittering' in advertising?
- To falsely attract consumers with a promising but unattainable goal (correct)
- To provide a detailed description of the product's features
- To make the product sound more expensive
- To create a sense of familiarity with the product
What is the purpose of using 'Transfer' in advertising?
What is the purpose of using 'Transfer' in advertising?
What is the purpose of using 'Wit and Humor' in advertising?
What is the purpose of using 'Wit and Humor' in advertising?
What is the primary purpose of propaganda techniques as defined in the text?
What is the primary purpose of propaganda techniques as defined in the text?
Which of the following propaganda techniques appeals to flattery and implies that the product or idea is better than others?
Which of the following propaganda techniques appeals to flattery and implies that the product or idea is better than others?
What type of claims uses weasel words like 'tackles,' 'comforts,' and 'refreshes' to make a product seem more appealing?
What type of claims uses weasel words like 'tackles,' 'comforts,' and 'refreshes' to make a product seem more appealing?
Which type of evidence uses statistics, magical ingredients, and hidden fears to promote a product?
Which type of evidence uses statistics, magical ingredients, and hidden fears to promote a product?
What distinguishes the Plain Folks propaganda technique from the Snob Appeal technique?
What distinguishes the Plain Folks propaganda technique from the Snob Appeal technique?
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Study Notes
Propaganda Techniques
- Propaganda is a set of techniques used to influence opinions, emotions, attitudes, or behavior to benefit the sponsor.
- Propaganda appeals to emotions, not intellect, and claims "superiority" in order to sell a product.
Glittering Generalities
- A propaganda technique that jumps from a few cases to a general statement, making something falsely attractive.
- Often used by politicians.
- Examples: using "glittering" words like "love," "freedom," or "democracy" to evoke positive feelings.
Transfer
- A technique that connects positive feelings or desires to a product or idea.
- Examples: sex appeal, love/popularity, fame, wealth, or power.
- Transfers positive feelings from something familiar to something unknown.
Slogan
- A catchword or phrase loaded with emotion, often repeated to stay in the audience's mind.
- Examples: clever and easy-to-remember phrases, often with a melody.
Wit and Humor
- A technique that distracts the audience and gives them a reason to laugh.
- Often uses clever visuals and/or language.
Rewards
- A technique that offers a bonus or incentive to the consumer for purchasing a product.
- Examples: toys, gimmicks, rebates, or free payment.
Name-Calling
- A technique that smears an opponent or competitor.
- Used by politicians and product companies to damage the opponent's reputation.
Bandwagon
- A persuasive technique that invites the audience to join the crowd.
- Examples: "everybody's doing it" or "all the cool kids are doing it."
Testimonial
- A statement endorsing an idea or product by a prominent person.
- Examples: celebrities, musical artists, sports stars, and actors/actresses.
Snob Appeal
- A technique that aims to flatter the audience, implying that the product or idea is better than others.
- Examples: luxury brands or high-end products.
Plain Folks
- A technique that identifies a product or idea with a locality or country.
- Examples: practical products for ordinary people.
Patriotism
- A technique that displays love of country, implying that a purchase will financially help the country.
Evidence Claims
- A technique that uses facts and figures to prove superiority.
- Examples: statistics or magic ingredients that suggest a miraculous discovery.
- Hidden Fears: suggests that the user is safe from some danger.
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