On first glance, you might associate the term “propaganda” with propaganda campaigns for misinformation in the World War era– the majority of people do!
Let’s think more neutrally; this would imply an approach to propagate or spread the idea or conviction. Believe me when I say an innovative idea could create customer loyalty as never before.
If you look around, you’ll see many marketing campaigns, both offline and online, using propaganda to the best advantage.
Before you apply propaganda, take a deeper look at why the notion of “propaganda” is applied to advertising. This is why we’ve created this comprehensive and easy-to-follow guide to the various types of advertising techniques that use propaganda, as well as examples of propaganda. Check it out!
What Is Propaganda?
Propaganda attempts to change the opinions of the public on a specific topic or subject.
It also helps in promoting the right perspective that’s helpful to improve the reputation of a brand.
This makes it comparable to a marketing campaign in numerous ways. The effect that propaganda can have on the perception of consumers and education systems is an issue of heated discussion. Be aware that the techniques used in propaganda employ the same multimedia formats that are employed in advertisements to get the message across most effectively.
Why Is Propaganda Used in Advertising?
After you’ve gained an understanding of propaganda, you’re probably wondering if it’s important in the field of advertising.
It is sometimes used to inspire or motivate people, but in other instances, it is employed to make the image (that the propagandist wishes to create. The goal is to change the public’s perception to the maximum extent feasible.
In this way, it either satirizes the truth with versions that are compared to real goods or services or creates a false impression. It is often powerful and striking because of the beliefs the message is intended to promote. The intended audience will think that they had made an independent decision of their own free choice.
The Types of Propaganda Used In Advertising
In our list, we’ve chosen the most effective forms of propaganda techniques you’ll see in different commercials:
1. Bandwagon Propaganda
For starters, let’s discuss this method of propaganda that entices people to join an attractive group of people who are involved in a fun task.
How can we achieve this objective?
The purpose of a campaign is to get people excited about acquiring a certain product or service. In addition, it creates an emotion in those who want to join the specific “bandwagon” of customers.
Below is an illustration of bandwagon-related propaganda from Cheerios, the most popular US food company, which uses the tagline “America’s favorite cereal” to suggest that the American population enjoys Cheerios more than other cereals. Cheerios uses this concept to suggest that it is worth trying, particularly in keeping with the low-cholesterol trend.
In simple terms, the kind of advertising can give people an impression that something is trendy or popular. Another thing to consider is that consumers react to these messages when they aren’t sure of how to best advertise an idea.
Another example of a bandwagon-style advertising campaign is that of a fast-food restaurant with the tagline “Join the group” to build the impression of a group of people who visit their establishments.
2. Card Stacking Propaganda
In this technique, marketers promote a particular viewpoint while devaluing others, creating blind areas. The card-stacking strategy ultimately causes people to prioritize the benefits of a service or product over all other aspects. So, the ads focus on or highlight the best attributes of the products and hide the less-than-stellar ones.
Card stacking is an extensively employed technique of propaganda nowadays, particularly in communication projects. The audience has to work to understand the contradicting concept. Media professionals view stacking cards as a significant activity because it has the potential to convince people to make a decision or endorse different views on politics or business.
Card-stacking is also regarded as an opportunity to make an issue that is believed to be beneficial for you and to claim that it’s beneficial to everyone else as well. For instance, you could not just claim that your product is superior to the competition but make it sound like a value-for-money option.
A fascinating example can be found in the brand of detergent Mr. Clean, which used the technique to develop its new and upgraded version of Magic Eraser Extra Power. It claims the product will be up to 50% more powerful than the previous version and is expected to be appealing to those seeking a strong alternative. Therefore, people may overlook the possibility that the product does not provide the promised performance.
3. Stereotyping Propaganda
A stereotype is an idea or assumption about a particular group that is used to describe a specific group of people. Advertisements that address stereotypes may either back or refute the notion. The audience that is targeted are those who would like to be a part of stereotypes or feel that they are at risk of being targeted by them.
It is important to note that gender stereotyping is prohibited in the workplace; however, it is actually used to encourage positive changes.
A fascinating instance I found was Gillette’s campaign entitled “The most successful men are.” This is a reimagined version of the old advertisement “The most handsome man a man could be” that cleverly redefines masculinity in other ads that encourage the viewer to reconsider popular phrases such as “men are men.”
Another example of stereotypical marketing is a set of advertisements from Nike that promote their “Men and Women’s Challenge.” The ads highlight gender stereotypes and are designed to entice participants to take part in a running competition between males and females. This is why the brand employs stereotypes that encourage males and females to take each other on in a competition.
4. Testimonial Propaganda
This is a simple strategy that tries to influence the public’s opinions but does not give them the chance to think about the evidence. This type of propaganda typically employs prominent or well-known celebrities to reinforce the message. The concept of testimonial propaganda can be viewed as an advanced marketing technique to increase interest in your product or service.
In your advertisement, you could show the satisfaction of your customers and also include reviews about their experience with the products or services. They are the most effective motivations for potential clients. Be aware that this design is suitable for use with social media as well as web advertising, and can be used with other media channels also.
Reviews from former customers online are beneficial to companies by providing the following benefits:
- They increase the brand’s recognition
- Clients who are interested in a new client feel inspired
- Visitors are more attracted to the store and site
Have a look at the Instagram testimonial ad below, in which the brand’s beauty line Glossier utilizes an interesting testimonial to advertise a quality scent. The text is presented in the signature font of the brand that has the color of millennial pink in the background, which is typical of every advertisement of Glossier.
In the 1980s, the Texas Department of Transportation utilized testimonials from Tim McClure and Mike Blair of GSD&M to encourage motorists to clean up their roads. This was the beginning of the Don’t Mess With Texas campaign which was a hit with the public and decreased littering by 72 percent between 1987 and the year 1990.
5. Glittering Generalities Propaganda
Also known as sparkling generality, glittering generalities propagandize and convince people to believe in an idea of a person, product, or concept to stand out from the crowd.
Advertisers use fancy words in their advertisements to aid viewers in connecting with a positive idea or desire. Some examples of these words are change, hope, justice, and change. They convey an optimistic vibe and generate an atmosphere of excitement in the crowd. But keep in mind that products or services might not always deliver the outcomes they claim in the advertisements. The advertiser may influence the purchase decision by triggering an emotional reaction. Then. “Note how glittering universalities could be successfully projected through catchy phrases or political campaigns as well as positively oriented slogans.” Therefore, the copy used in ads should draw the attention of the viewers’ feelings and eventually leave a lasting impression.
The well-known USA cosmetics label Proactiv presented some advertisements for its renowned face wash, featuring testimonials from teens and contemporary stars.
The ads were therefore realistic and enjoyable while also strengthening their intended audience. The tagline that incorporated the brand’s name along with the word “punch” in one of the advertisements made it more intriguing.
6. Transfer Propaganda
Promos for transfer connect the positive or negative connection of an audience to the concept of a completely unrelated one.
Simply stated, this technique transmits emotions from one person to the next. Symbolism is a key element in this, since it entices the viewer to make an association with the item or product. Additionally, some advertisements link your fears to the product or service that will take away your fear. A lot of companies have been testing the transfer method to increase the engagement of customers.
To better understand how this method of propaganda is working, let’s look at how a vegan restaurant’s food can promote itself with this method.
It may employ marketing strategies that don’t work in driving people to restaurants. They can then mention that they serve vegan food items. For those who are vegan, such an advertisement can trigger an urge to go to the restaurant.
An actual example of this type of propaganda is a commercial from Dodge Challenger, which shows a larger-than-life concept to attract potential customers. In this advertisement, it is shown that one of the first presidents of the USA, George Washington, is depicted as driving a car on an open field while waving a flag as the enemy starts to flee.
The president is displayed alongside the American flag and an image of the Dodge Challenger; the advertisement employs the transfer technique to bring the car to the forefront.
7. Plain Folks Propaganda
Simple stories are able to make your viewers feel significant and could even motivate customers to buy. The technique of the plain folks’ propaganda: The plain folks propaganda technique utilizes this capability and includes regular people in its advertisements to show how much they appreciate the product or service.
So, they convey that their product or service has a broad appeal. Up until a few years ago celebrities’ endorsements were viewed as the most important source for product sales. Today the trend of using authentic examples of advertising is becoming more popular.
Have a look at the older Pennsylvania Lottery ad that had people laughing when they heard carolers sing to start an exciting Christmas Lottery game.
The real-life depiction of people who are looking forward to the Christmas season’s lottery with an enthralling jingle earned admiration from all sides.
I’d also like to mention an intriguing advertisement from Helman’s, which uses the image of a sweet little girl to show the importance of healthy, simple living.
8. Fear Appeals Propaganda
The name implies the idea that this kind of propaganda scares people to stop taking part in anything. The ads are composed of images or text to create fear or anxiety in the minds of viewers.
The use of powerful images could sometimes make the ads for fear appeal more appealing. The anti-smoking ads might seem terrifying. However, it also offers the best way to remain free of worries about getting health problems. Imagine If washing powders were advertised by celebrities Would you have purchased the product? To make ads more convincing and credible, they should be based on actual consumers who have used the product and liked it.
Below is an interesting illustration of a commercial for Royal Jordanian Airlines featuring the slogan “Are You Afraid of Flying?” A man is shown as being reluctant to fly in fear of discrimination on the plane.
The advertisement encourages people to be afraid to say no to these practices, thus shedding an understanding of the importance of a welcoming environment within the company’s planes. It’s important to remember that not all advertisements using the technique of fear-based appeals push viewers to participate in a monetized endeavor.
9. Ad Nauseam Propaganda
Ad nauseam propaganda technique has gained a lot of attention in recent years, particularly when it comes to online advertising. This strategy capitalizes on the huge potential of repetition by targeting viewers at a high frequency to draw their attention.
The underlying principles of psychology suggest that humans are innately inclined to develop a desire for things that we see or hear frequently due to the feeling of being familiar.
The top web development firm, Wix, the world’s leading web development company, has used this strategy successfully for quite a while. It airs a steady stream of the top commercials on YouTube as well as on other platforms for social media platforms to guarantee maximum impact.
10. Name-Calling Propaganda
Not to be left out, the name-calling method of propaganda is when a company is trying to devalue its closest rival in order to draw attention to the other. This method involves tying a specific product or individual to the negative symbol in order that people are affected to dismiss the brand instead of examining the factual information.
The advertisement below advertises the sale of chicken noodles that are free of MSG by contrasting the product against its closest competitor, which also contains MSG. In the end, it’s up to the consumers to decide whether they’d choose the healthier choice or not.
Another example of name-calling is a commercial promoting the Xbox 360 Elite, which uses the concept of “being wimpy” to give a negative image of competitors such as Nintendo’s Wii.
Negative Impact of Propaganda In Advertising
While techniques for propaganda can do great for businesses, not using them properly could put you in trouble.
A commercial that exaggerates or makes misleading claims is a clear illustration of modern-day advertising gone wrong. Most often, those who make purchases in response to such advertisements get results that aren’t the ones they were expecting and then express their discontent through various channels of communication. This makes the entire campaign ineffective.
The media creates an inaccurate impression in the minds of ordinary people that it is possible to achieve perfection. The negative impression can cause the business to incur losses.
A false perception of propaganda could cause a personal and emotional impact on many people and, in turn, reduce their self-esteem. Additionally, when corporations manipulate events and information in order to satisfy their own selfish desires, they can be difficult to believe in.
Therefore, both the public and the advertisers should stay clear of misinformation that is propagated under the guise of “advertising.”
The beauty and makeup label Rimmel has previously created a commercial for its mascara that featured the actress Cara Delevingne, which made her eyelashes look excessively long. In the end, the Advertising Standards Authority (ASA) rejected the advertisement, claiming it could have employed methods of post-production or mascara inserts to achieve this appearance.
Final Words
As you can observe, there are various kinds of techniques for propaganda that are essential in educating individuals about issues that may affect their lives or the environment.
If you’re in charge of your own business, you’ll have to implement these techniques at some point to compete with your rivals. Don’t put off thinking about how you can make the most effective use of different kinds of techniques for launching powerful campaigns for your company. In case you’ve got any questions or queries, please feel free to leave an email below. We’ll see you again!
