Propaganda Techniques In “Propaganda Techniques in Today’s Advertising” by Ann McClintock, the author explains several ways propaganda is used in today’s advertising as suggested in the title. She begins with what she refers to as Name Calling, Glittering Generalities and Transfer. She goes on to discuss four additional topics, which she states as Testimonial, Plain Folks, Card Stacking and Bandwagon all of which can be seen being used constantly, if we were be aware of them. I’ve always found it interesting how propaganda is used and the author reinforced what I previously concluded. Some of these techniques jab right at you and some are more subtle. I selected an Apple ad which uses the Testimonial technique, a Horizon Plumbing ad which uses a form of the Name Calling technique and an ad from F.C.Kerbeck which uses the Glittering Generalities technique. First, in the Apple ad, they utilized a boxer that was, and to this day is, very popular. With a winning record and a strong presence, he was a perfect testimonial for their product, even though, I
…show more content…
In the Horizon ad, they make multiple statements such as “Often the worst part of a plumbing problem is NOT the problem itself. It’s waiting for a plumber to arrive and then complete the job”. This infers that other companies offering the same services don’t arrive when they say they will and may or may not complete the job when they do. You think of them as lying about what time they will show up or making an excuse why they can’t fix the problem the first time, which would ultimately cost you more because they would need to return. The author says “A childhood rhyme claims that “names can never hurt me,” but name calling is an effective way to damage the opposition, whether it is another car maker or a congressional candidate” (McClintock 698). In this case it’s a cooling, heating and plumbing
In the Horizon ad, they make multiple statements such as “Often the worst part of a plumbing problem is NOT the problem itself. It’s waiting for a plumber to arrive and then complete the job”. This infers that other companies offering the same services don’t arrive when they say they will and may or may not complete the job when they do. You think of them as lying about what time they will show up or making an excuse why they can’t fix the problem the first time, which would ultimately cost you more because they would need to return. The author says “A childhood rhyme claims that “names can never hurt me,” but name calling is an effective way to damage the opposition, whether it is another car maker or a congressional candidate” (McClintock 698). In this case it’s a cooling, heating and plumbing