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Propaganda Techniques in Advertising

Propaganda Techniques in Advertising. ENGL 0349 04/11/13. Terms and Ideas. Advertisement (Ad): a single print , radio , television or Internet commercial Advertising Campaign: a series of advertisements with a related theme and message. Successful Advertising.

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Propaganda Techniques in Advertising

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  1. Propaganda Techniques in Advertising ENGL 0349 04/11/13

  2. TermsandIdeas • Advertisement (Ad): a singleprint,radio, televisionor Internet commercial • Advertising Campaign: a series of advertisements with a related theme and message

  3. SuccessfulAdvertising • How can wemeasurethesuccess rate of an advertisement? • Financial: Do morepeopleusetheproductor service because of the ad? • Branding: Do morepeopleknowthecompanybecause of the ad? • Publicity: Do people talk aboutthe ad? Is thereactionpositiveornegative? Does it matter? • Other?

  4. Name Calling • Use negatively-charged names for competition • Create a sense of fear and mistrust in the consumer • Examples of negatively-charged language: foreign, big business, corporate, used, Washington insider • Bottom Line: You can’t trust the other guy; we’re the only safe product out there

  5. Examples Samsung vs. Apple Mac vs. PC Source:http://bryanerogers.wordpress.com/2008/11/20/mcdonalds-vs-burger-king/

  6. Transfer • Associate the product with a symbol people respect • Example: American flag, bald eagle • Bottom line: the positive feelings for the symbol will transfer to the product

  7. Examples Spoof: Colbert Report Apple Source: http://www.adweek.com/adfreak/adfreaks-top-50-stories-2011-no-40-31-137273

  8. Generalities • Use vague-yet-positive words for their product • The descriptives are broad enough so many people can attach many different meanings to them • Examples: American, democratic, long-lasting, Christian, progress, change, hope, at last • Bottom Line: This product is anything and everything you want it to be.

  9. Examples • Bounty paper towels Source: http://livingthebalancedlife.com/2011/4-ways-to-be-like-the-energizer-bunny/

  10. Testimonials • Use celebrities to sell the product • Because of our celebrity-obsessed culture, we believe whatever they use, is the best. • Most often, celebrities are not experts in what they are endorsing (and are paid huge sums to endorse it). • Bottom line: If this famous person likes it, so should you Source: http://www.bambootrading.com/proddetail.asp?prod=4576

  11. Examples Capital One (Alec Baldwin) Allstate (Dennis Haysbert) Source: http://liewyeeyee.blogspot.com/2010/10/got-milk-campaign-ad-from-all-famous.html

  12. Plain Folks • Appeal to the “common man” • Because so many people distrust large corporations, advertisers will focus on the “normal folk” aspect of the company by: • Showcasing the factory workers • Emphasizing a common human trait/quality • Bottom line: We’ just like you, so buy our product

  13. Examples • Volkswagen • General Electric Source: http://theinspirationroom.com/daily/2006/folgers-happy-morning/

  14. Card Stacking • Distort the evidence, tell half-truths, or outright lie • Make vague claims that are appealing • Bottom line: do and say anything to get the consumer to buy the product, even if it isn’t true Source: http://www.ftc.gov/speeches/starek/koreaweb.shtm

  15. Examples • IPhone 5 Hour Energy Source: http://www.guardian.co.uk/media/2012/oct/24/dior-mascara-natalie-portman-ad-ban

  16. Bandwagon • Imply that using the product will make a person beautiful/popular/smart etc. • Bottom line: Buy this and your life will better! Source: http://info.typepad.com/works/2008/02/svedka-jumps-on.html

  17. Examples • NFL Mobile • Trojan Source: http://www.gettheworldmoving.com/blog/dont-get-left-behind

  18. Mascot • Use an animal or other object that is instantly recognizable and will remind the consumer of the product • Bottom line: find a way to make the brand more memorable Source: http://www.theawl.com/2011/03/other-comedians-aflac-could-hire-to-do-the-voice-of-the-aflac-duck

  19. Examples • Allstate Source: http://life-insuranceoninfo.blogspot.com/2012/09/geico-now-insuring-best-of-life.html

  20. Buzzworthy • Create an ad that will get people talking, even if it has nothing to do with the product • Bottom Line: As long as people talk about it, it’s good for the company Old Spice Apple Macintosh

  21. Internet Advertising

  22. FacebookandTwitter

  23. Sponsored ContentAn article or post that looks like normal content, but was written by an advertiser Huffington Post regular content Huffington Post sponsored content

  24. Sponsored Content Buzzfeed regular content Buzzfeed sponsored content

  25. Study: Chrysler • From the early part of the 20th century, Detroit, Michigan was the capital of auto manufacturing in the US, earning it the nickname “Motor City.” • Ford, Chrysler and Dodge located their manufacturing plants in the city. • Detroit was also the site of Motown Records, a highly influential record company • From the 1900s-1970s, Detroit’s architecture and artistic culture thrived

  26. Detroit Architecture Source: http://www.internationalmetropolis.com/2005/12/19/photo-du-jour-december-19-2005-three-years-of-slumpy/ Source: http://blog.historictype.com/category/art-deco/

  27. Chrysler, contd. • Detroit was, and remains, one of the most racially segregated cities in the US. It was the site of several violent protests during the Civil Rights Era. • When gas prices skyrocketed in the 1970s and imported cars became popular, Detroit began a decades-long decline. • The recession in 2008 practically destroyed what was left of Detroit. Many viewed it as a city that would never recover. • WhiteFlight/BlackFlight

  28. Detroit in Ruins Source: http://www.ritholtz.com/blog/2008/08/detroit-houses-1/

  29. Chrysler, contd. • During the 2011 Superbowl, Chrysler aired the following commercial. It was considered one of the best of the night, and completely changed the perception of the country. Windy City = Chicago Sin City = Las Vegas Emerald City = magical city in Wizard of Oz Imported from Detroit

  30. ChryslerProfitsandLosses2009-2012 • 2009: ↓ $3.8 billion • 2010: ↓ 652 million • Januar-March 2010: ↓ $197 million year before • *Superbowl ad airs February 6, 2011* • January-March 2011: ↑ $116 million • 2012: profits ↑ 80% • Sources: http://www.reuters.com/article/2012/10/29/chryslergroupllc-results-idUSL1E8LT93I20121029, http://www.prnewswire.com/news-releases/chrysler-group-reports-full-year-2011-net-income-of-183-million-138469349.html, http://www.thedetroitbureau.com/2010/04/chrysler-group-loses-3-8-billion-in-2009/, http://www.mlive.com/auto/index.ssf/2011/06/chryslers_imported_from_detroi_1.html,

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