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Task 2. Tell about the effects.

Propaganda Techniques

Vocabulary:

to persuade	убеждать	claim	заявление
to influence	влиять	merits	достоинства
to quote	цитировать, ссылаться	endorse	подтверждать
favorable	благоприятный, подходящий	detergent	очищающее, моющее средство
statement	заявление, утверждение	dazzling	ослепительный
to transfer	переносить	to be tired of	уставать
admiration	восхищение	greasy	сальный, жирный
to arouse	пробуждать, вызывать	scouring	чистить, оттирать, мыть
preference	предпочтение	torture	пытка, мука
free	свободный	harsh	грубый, жесткий
bandwagon	грузовик с оркестром	gritty	песчаный
testimonial	свидетельство, рекомендация	bid farewell to	попрощаться
transfer	перенос	dirge	погребальная песнь, панихида
textual	текстовой	restrictive	ограничительный
pure	чистый	excesses	крайности, излишества
reluctant	с неохотой	denigration	клевета
offer	предлагать	рut off	отбрасывать

Advertising is persuasive communication, it is used to persuade people to be for or against something. This is done by using different kinds of propaganda techniques.

Propaganda is the spreading of ideas, information, or rumors for the purpose of influencing people to be in favour or against something or someone. Much of the advertising is propaganda, for its major purpose is to influence you to buy something. What are these kinds of techniques?

"BANDWAGON"	When using this technique, the advertiser tries to influence you to buy something because a great number of other people are buying it. For example, “Thousands of people all across the country have switched, to DAZZLE TOOTHPASTE. Shouldn’t you switch, too?” The writer of that ad hopes to convince you that you should switch to DAZZLE TOOTHPASTE because thousands of other people have. But before you run out to buy a tube of DAZZLE, you should consider these two things: 1) Is the advertiser being truthful? You cannot be sure because he offers no evidence to support his claim. 2) Even if his claim is true; it does not necessarily follow that you should switch to DAZZLE TOOTHPASTE.
“TESTIMONIAL”	In using this technique the advertiser tries to get you buy the product being advertised by quoting a favorable statement made about the product by some famous person.Often a picture of the famous person whose statement is being used is shown in the advertisement. For example, “Even in damp, windy weather my hair always stays in place. That is because I use STAY-IN-PLACE I have tried many other hair sprays but STAY-IN-PLACE is the only one that works.” STAY-IN-PALACE may actually be an excellent hair spray, but the fact that the famous person uses it and likes it does not guarantee the quality of the product. Your decision to buy a certain product should be influenced by the merits of the product itself and not by the fact that a famous person endorses it.
"TRANSFER”	This technique also makes use of the famous person.Unlike the "TESTIMONIAL", however, the famous person does not make any statement about the product. Instead,he or she is pictured together with the product being advertised. The advertiser hopes that people who admire this or that famous person will transfer their admiration to the product and buy it.
"REPETITION"	The advertiser repeats certain words several times. In fact, counting the number of times they are repeated, those words make up one-fourth of all the words used in the ad.By repeating them again and again the advertiser hopes that you will remember them particularly when you are shopping for a detergent. For example: “ At last! Here is a detergent you can count on! For greater cleaning power, DEPEND ON POW! For dazzling brightness, DEPEND ON POW! For brilliant colours, DEPEND ON POW! For all your cleaning jobs, DEPEND ON POW!”
"EMOTIONAL WORDS"	Emotional words are words which advertisers think will arouse your emotions so that you will feel strongly for or strongly against the subject they write about. Advertisers are particularly skillful in this technique. For example, “TEMPTY'S MARGARINE is the most mouth-watering, taste-tempting margarine available today! You will love its soft, creamy texture and deliciously delicate flavor. So unbelievably good, yet so unbelievably inexpensive, - that is TEMPTY'S MARGARINE!” In the following ad, the advertiser uses "Emotional Words" to make people feel strongly against something. It is hoped that by arousing unfavorable attitudes towards the thing, he will make people want to buy the product that is being advertised. “Tired of facing that pile of dirty greasy dishes every night? Tired of scouring those unsightly pots and pans? Tired of subjecting your hands to the torture of hot water and harsh, gritty detergents? Then buy a NO-HANDS AUTOMATIC DISHWASHER and bid farewell to your daily battles at the kitchen sink.” The advertiser hopes people will feel strongly against dishwashing. By selecting words that make dishwashing seem even more unpleasant than it probably is, the writer hopes to influence people to buy a NO-HANDS AUTOMATIC DISHWASHER.
“COMPARATIVE” or “COMPETITIVE”, or sometimes called “KNOCKING COPY ADVERTISING”	This kind of advertising is one in which a manufacturer takes some qualities of his product and runs them against those of a competitor.It is often aggressive. Its witty use by Pepsi-Cola in its battle with Coca-Cola is one of the best American examples. In that advertisement rap artist Hammer starts to sing "Feelings" like a dirge after a slug from a can of Coke, and he as if by magic recovers his form when a ^fan hands him a Pepsi. The European comparative advertising is much more restrictive, its code forbids many of the US excesses, particularly the denigration of a competitor' product It also requires advertisers to be accurate in information used and fair in selection of comparisons The manufacturer can highlight only those qualities which are scientifically verifiable, and comparisons based simply on taste are not welcomed. That is why much of it is related to car advertising. But you are more likely to see a knocking copy in press than to see it on TV, as Television Commission is reluctant to allow competitive advertising because it is, in a sense, biting the hand that feeds. They do not want to put other advertisers off using TV as a medium.
“TEXTUAL”	"TEXTUAL" technique is based on pure information; it is free from any emotional words. Most businessmen give their preference to this kind of technique

Persuasive Advertising

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