In order to break-down the theme of propaganda into its core aspects, I have researched the six main aspects through which propaganda ca be branched into
- BANDWAGON
Definition – Pressuring a person to join a organisation/buy a product by implying they will be/feel left out if the don’t.
This concept plays on the natural human desire to feel included and ‘fit in’ because it is safe and secure to do so. By implying someone will feel left out if they do not comply to a certain ideal is a very powerful ad effective means of putting pressure on someone to adhere to the demands of what is being offered
2. TESTIMONIALS
Definition: endorsement of a product/ideology by a well known person, usually a celebratory
The power, influence or credibility of this endorser will sub-consciously have an effect on the viewer and thus may improve the image of the product. This is seen as one of the most popular forms of Propaganda and large cooperate companies will pay celebrities substantial amounts of money to appear in their commercials.
3. TRANSFER
Definition: the attempt to have people view a product in the same manner that they already view a more familiar subject
Transfer advertising attempts to transfer people’s feelings about one topic or product to another topic or product. By using positive associations you already have in one area, the advertiser doesn’t have to start from scratch to create those same positive associations for its product. it is essentially a short-cut to having to spend extra money, resources and time developing a newly established product.
For example, a running shoe company may want to sponsor a professional athlete so that their success on the sports field will automatically reflect well on the company.
4. GLITTERING GENERALITIES
Definition: links a product to general concepts and ideas that can be seen in a positive way.
This is based on the concept of positive reinforcement.
Presenting something in a positive light makes it more attractive and viable. Therefore a consumer will be more convinced to buy something which is presented in an optimistic light. Advertising usually embeds such themes within the consumer’s sub-conscious.
5. PLAIN FOLKS
Definition: use of common ideals which makes a product look as if it is for everyone
This method will often be adopted when the product available is for a general target market, such as an advertisement for bread or milk. The person included in the commercial will appear like an ‘average Joe’.
This is done to make the product appear more customer friendly and less intimating. It is welcoming and inclusive!
Appearing simple and easy for everyone to use is an attractive quality which draws the consumer in.
