Propaganda Techniques in Today's Advertising by Ann McClintock

Propaganda Techniques in Today's Advertising by Ann McClintock

After reading this essay.. I was amazed. Everything in this essay is very, very, very true. Ann McClintock says that people, of all ages and races, are swayed by propaganda at least 500 times a day. How? Through advertisements. It is true that all of us are amazed somehow even over the most useless thing being advertised - then we buy that item.


She also describes the seven types of ads: Name Calling, Glittering Generalities, Transfer, Testimonial, and Bandwagon. Most of these types apply to ads or campaigning in the political world. Here are some examples for each type:

1. Name Calling
When I was in the States a few years back, I was able to catch a TV commercial for Claritin, an allergy medicine. It was frankly compared to Benadryl, another allergy medicine. I remember this commercial so much because comparing brands in a commercial is quite odd since they don't do that here in the Philippines.

2. Glittering Generalities
Now that it is campaigning season here in UP, I'm sure every runner uses this propaganda tactic. I have heard it all, that the candidate cares, that he will make the school better and that, overall, he is the best candidate out there.

3. Transfer
I think an example for Transfer would be events that coordinate with big names. For example, UP JMA's ADHOC event collaborates with big brands like McDonald's and Nokia. How can people say no to that?

4. Testimonial
I always see this commercial of ProActiv acne remover. In it are huge celebrities like Justin Bieber and Katy Perry. I actually have no idea if they really use this product but in the commercial, they say they do and that it works.. that it really works.

5. Plain Folks
Usually, politicians use this propaganda tactic. For example, Manny Villar's slogan during the 2010 election was "Ako ang tunay na mahirap." He relates himself to the masses and says that he is like the masses in order to obtain their vote.

6. Card Stacking
Usually, shampoo and toothpaste commercials use this tactic. For example, Head and Shoulders says that it removes 99.9% of dandruff when in fact when I use their product, I get more dandruff.

7. Bandwagon
Most ads use this technique and people are easily swayed by this. For example, McDonald's usually features people of all ages in their commercials and they usually have 5 or more commercials on air or on TV simultaneously. This tells people that you are "not cool" if you don't eat at their fast food joint.

Overall, I think that people should be more careful and think twice when encountering a propaganda or simply and ad or someone campaigning to them. One should always watch out and never be swayed by the 7 propaganda tactics.