Propaganda Techniques in Today's Advertising: A Summary
In the article titled, "Propaganda Techniques in Today's Advertising”, "Ann McClintock" defines propaganda as "a systematic effort to influence people's opinions, to win them over to a certain view or side.” She argues that propaganda targets everyone. We are all victims; sometimes willingly and others subconsciously and unwillingly. Propaganda, she says, could be used to sell political ideas and for products.
Different types of Propaganda tactics are used to seduce us, we shall name two: name calling and glittering generalities.
In the article titled, "Propaganda Techniques in Today's Advertising”, "Ann McClintock" defines propaganda as "a systematic effort to influence people's opinions, to win them over to a certain view or side.” She argues that propaganda targets everyone. We are all victims; sometimes willingly and others subconsciously and unwillingly. Propaganda, she says, could be used to sell political ideas and for products.
Different types of Propaganda tactics are used to seduce us, we shall name two: name calling and glittering generalities.
Name calling links a political figure, or brand, to a negative 
symbol. The propagandist hopes that the audience will reject the person or the idea on the basis of the negative symbol. In Lebanon, for instance, with elections for the parliament approaching, name calling is a very common – sometimes the sole - technique used by different aspiring figures. The most familiar example used by one party is the association of some figures of the rival party as “war criminals”.
symbol. The propagandist hopes that the audience will reject the person or the idea on the basis of the negative symbol. In Lebanon, for instance, with elections for the parliament approaching, name calling is a very common – sometimes the sole - technique used by different aspiring figures. The most familiar example used by one party is the association of some figures of the rival party as “war criminals”. Using glittering generalities is the opposite of name calling. Advertisers use vague terms that are difficult to define and that may have different meanings to different people: freedom, democratic, all-American, progressive, Christian, and justice. As with name calling, the emotional response may overwhelm logic. A good example would be those products that are marketed as “diet” brands given that they are “sugar free”. Although that this is somewhat true, yet since sugar is substituted with “aspartame”, which is a very controversial sweetener that has been said to be regarded as toxic to humans in hundreds of ways, the integrity and credibility of the manufacturer is to be questioned.
Prepared and Submitted by
Rita, Rawad, Julie, Kareem, Noel and Jad.
Prepared and Submitted by
Rita, Rawad, Julie, Kareem, Noel and Jad.
