Propaganda & Its
Propaganda is the spreading of ideas, information or rumor for the purpose of helping or injuring an institution, a cause or a person. Propaganda is intended to make us accept or approve something without looking closely at the evidence. And Nowadays; Advertisers use propaganda techniques to trick consumers into buying their products.
One of propaganda technique is “Card Stacking”. It is the strategy of showing the product’s best features, telling half-truths, and omitting or lying about its potential problems. In this technique, facts are selected and presented which most effectively strengthen and authenticate the point of view of the propagandist. It includes the collection of all available material pertaining to a subject and the selection of that material which most effectively supports the propaganda line. On the other hand, Success or failure depends on how successful the propagandist is in selecting facts or “cards” and presenting or “stacking” them. For example, drug manufacturers do this frequently in ads in which they skim over the possible harmful side effects of their products. Facts are Selected and presented which most effectively strengthen and authenticate the point of view of the propagandist.
Another technique of propaganda is “Testimonial” which is the use of well-known, respected people to endorse a product or service. It places the official sanction of a respected person or authority on a product. This is done in an effort to cause the target audience to identify itself with the authority or to accept the authority's opinions and beliefs as its own. For example, in testimonial ads, a person, either a celebrity or a representative of “everyman”, praises the product or service. In the case of the everyman approach, the idea is to have consumers relate to the person describing his or her experience with the product of service. If it fills their need, it should fill the consumer's need. If the famous...
Please join StudyMode to read the full document