12 Kinds of Propaganda

Bandwagon

everyone uses this, don’t be left out

Originality

if you use this product, you will stand out from the crowd, be yourself and like no one else

Testimonial

a real person says, “i use this product, and i like it”, a real person is shown using this product or supporting this cause

Plain Folks

this is a product normal, everyday people use, you don’t have to be rich or famous

Transfer

putting a positive image next to a person or product in order to connect the two in the customer’s mind

Virtue Words

this technique takes words that people think are good in other contexts and applies them to the product without necessarily explaining them

Card Stacking

this technique lists only the good points of the product

Name Calling

saying someone’s product is bad or using negative terms to apply to someone else

Contrast of Expectations

unreal visuals; setting up for one thing to be expected, but something else happens; visual or verbal irony

Repetition

the brand name or symbol is repeated throughout the advertisment

Fear

if you don’t use this product, something bad will happen

Miscellaneous

several unrelated elements or categories that don't fit into well-known types or classifications