An In-depth Analysis of Propaganda Techniques in Advertising

an example of a propaganda technique

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Advertising employs persuasive imagery and language to enhance your craving for products, services, and ideas. The notion spread by propaganda, however, could be the motivating factor for individuals purchasing what is promoted. Propaganda techniques in advertising influence your feelings to motivate you to buy specific products, services, and opinions through advertising.

These promotions may take the shape of standard billboard advertisements, print ads in newspapers, online ads, and beyond. If your business opts for digital advertising, think about hiring a professional agency for PPC services. It offers a significant return on investment since you will receive expert guidance on the types of propaganda employed in advertising and what propaganda strategies may be effective for your business.

Advertisers ‘direct’ your purchasing decisions by tapping into your suppressed desires to be rich, appealing, or well-liked. Advertisers use propaganda techniques examples to convince consumers to spend money on what they consider ‘appealing.’ These different forms of propaganda may seem silly, but they are quite effective when implemented. Many leading brands have utilized them previously and are currently employing them in their advertising campaigns.

Not long ago, these ads were only visible on television, but now, due to the growth of digital platforms, you can find such advertisements on nearly every social media platform. Since YouTube ads are cheaper than ads on TV channels, businesses favor them instead. 

What is Propaganda?

Following World War II, Edward Bernays transformed propaganda into what is now known as public relations. He utilized Sigmund Freud’s theories on psychological motivations and changed the way advertisers marketed products and services to consumers. His efforts garnered him the title ‘father of contemporary mass propaganda or the father of public relations.’

Propaganda techniques in advertising and advertising are both powerful media strategies that are often hard to tell apart. The vast quantity of consumer data now accessible compels traditional advertising to adapt its approaches. Propaganda in advertising is akin to advertising because it employs the same multimedia formats to convey its message. However, in contrast to advertising, propaganda seeks not to encourage the acquisition of a product, service, or perspective but rather to shape opinions or perceptions.

An example of propaganda is a visual display aimed at changing public views of a certain individual or topic, similar to a marketing effort. The enduring effect of different kinds of propaganda on education systems and consumer views is a highly discussed subject within the advertising industry. To effectively craft such strategies, understanding the role of the propagandist in shaping narratives is crucial. 

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What is the Purpose of Using Propaganda in Advertising? 

The aim of propaganda is to disseminate a message to a wide audience with the goal of influencing or altering their views. Propaganda techniques in advertising often utilize persuasive messaging to achieve this, blending emotion and strategy. Depending on what the propagandist aims to advocate, these influences might be distorted or completely untrue. 

At times, the idea of propaganda serves to inspire or motivate individuals, while at other times, it aims to create the impression that the propagandist wants to convey to a specific audience. Examples of propaganda in ads highlight how these methods are tailored to influence consumer decisions, often subtly embedding themes within campaigns.

The advantages of propaganda consist of its power to influence and form individuals’ views, often leading to the intended reaction from the targeted audience. With respect to individuals’ convictions about the aims of the propaganda, its influence can be extremely powerful and deeply captivating. Furthermore, it may provoke emotions and a specific response or viewpoint regarding the propagandist’s stance, relying on advertising and propaganda techniques to make the message resonate.

The target of propaganda strategies in advertising is to ensure that the audience believes their decision is independent and made of their own free choice. It delivers a message and impactful themes to an audience that, if effective, can deeply affect and strongly impact that audience. These carefully designed propaganda tactics can shape attitudes, influence behaviors, and leave lasting impressions on consumers.

The term propaganda is more commonly utilized in political contexts than in advertising. Nonetheless, when fully understood, it holds more significance with the latter than with the former, as the integration of advertising and propaganda techniques has a profound impact on shaping consumer culture.

Types of Propaganda Utilized in Advertising

Propaganda techniques in advertising can be very powerful and significantly impact the audience. Television companies are now required by law to manage and oversee the utilization of propaganda elements within the airing of advertising campaigns. Their use of specific advertisements is also restricted, along with being subject to various other limitations.

Understanding the 7 types of propaganda employed in advertising is essential before you begin creating an advertisement campaign for your business. Recognizing these methods helps identify propaganda advertising examples that have been successful in influencing consumer behavior. Understanding these propaganda techniques in advertising will enable you to create improved campaigns that are advantageous for both the company and the consumers. Let’s explore these various forms of propaganda utilized in advertising in depth:

Card Stacking

Card Stacking advertising intentionally accentuates one point while downplaying the others in order to create a blind spot. It prioritizes the positive over the negative. It is similar to trying to use a finger bandage to hide a large cut on your leg when, frequently, customers are unaware that there is even a cut.

Examples of card stacking in contemporary advertising abound. Due to card stacking’s success in influencing a large number of people, it is frequently employed in communication initiatives. The audience would have to put up a lot of effort to learn about the opponent, which contributes to the strategy’s effectiveness. Card-stacking propaganda is essential in the realm of mass media and rapid media for persuading huge audiences to support a variety of political or business viewpoints.

The majority of food advertising is blatant examples of propaganda for card stacking.

Check out this Burger King advertisement.

an example of the technique

Who would not buy a great bag of fries that had 40% less fat? Burger King’s depiction of several facts and data in this image undoubtedly succeeds in capturing the attention of the viewer. However, we all know that fries will never be so healthy. And are these fries really 40% less fat?

Testimonial

Testimonial propaganda is a tactic used to sway people’s ideas without allowing them to properly consider the evidence when a celebrity or another person backs a certain ideology or product. This type of propaganda often attempts to persuade the target audience by using reputable or well-known individuals. It is a sophisticated form of promotion that businesses employ to increase demand for their goods.

The main motivators for potential customers are your already-satisfied clients and their customer testimonials. They work great for internet advertising, social media ads, and just about anywhere else!

When previous clients provide online reviews regarding how your products or services have helped them, it also: 

  • Inspires prospective clients. 
  • Boosts brand awareness 
  • Attract additional visitors to your brand’s website and physical locations. 

Observe how Canva employs testimonials to enhance customer trust in the brand and instill confidence in potential customers regarding its products. 

Canva’s testimonial page

Bandwagon 

Bandwagon advertising is a type of propaganda technique that seeks to motivate the intended audience to join in so they do not ‘miss out’ on what others are participating in. It emphasizes the aspiration of the target audience to be part of something. They intentionally create this intrigue to stimulate your curiosity about how life could be with the advertised good, service, or concept. 

This method is advantageous not only for tweens and teens wishing to belong with their friends. It resonates with everyone’s wish to belong to something marvelous and pleasurable. 

Being part of the crowd suggests that the buyer or potential purchaser is intelligent, trendy, and better than those who opt to stand apart from the group. This is the core concept of bandwagon marketing, which taps into individuals’ emotional desire to belong to the trendy group. 

Observe how Oral-B employed this strategy to enhance the attraction of their product in Australia: 

an ad for Oral B

The toothpaste company utilized the appeal of Australian nationalism. ‘Australia, you’ve made the change,’ the ad stated. It indicates that astute Australians forsook products they had formerly used and were deeply loyal to in favor of Oral B toothpaste upon recognizing its superior benefits.

Stereotyping

Stereotypes are generalized beliefs about certain groups that are subsequently attributed to individual people. Advertisements that rely on stereotyping propaganda either reinforce these stereotypes or contest them. These ads attract individuals seeking a connection with them or who sense they are being addressed. Gender stereotyping propaganda in advertising is a recognized problem that is frowned upon in the industry. However, at times, it can also be accomplished to create a positive transformation in society.

An excellent instance might be this initiative by Always: 

The Always #LikeAGirl campaign garnered over 85 million views on YouTube from more than 150 countries, greatly boosting global awareness and changing how people perceive the expression ‘like a girl.’ 

Merely 19% of individuals aged 16 to 24 had a favorable connection with the term ‘like a girl’ prior to watching the film. However, after viewing it, 76% stated they no longer held a negative view of the phrase. Moreover, two of the three men who saw it expressed that they would now think twice before saying “like a girl.” 

Transfer Technique

This approach seeks to unwarrantedly connect the positive feelings of the audience with an entirely unrelated concept. Symbolism plays a crucial role in transfer propaganda definition, prompting the target audience to reach mistaken conclusions.

The commercial for the Dodge Challenger exemplifies a clear use of the transfer technique. To motivate buyers to acquire the vehicle, this ad highlights the new Dodge Challenger alongside a well-known celebrity. George Washington, the USA’s first President, is shown riding in it while waving a flag in the ad. 

He is observed maneuvering a Dodge Challenger as he recklessly swerves across the battlefield. The opponent retreats from the combat zone due to fear. This advertisement centers around the transfer procedure. By showcasing George Washington and the American flag next to the product, a Dodge Challenger, it utilizes them. 

The buyer will venture out to purchase the Dodge Challenger if they spot it alongside these patriotic symbols, as they will perceive it as equally esteemed as George Washington and the American flag. The buyer does not know the product’s quality or characteristics merely because it is shown next to George Washington or the American flag. The transfer is a highly effective propaganda method, which is the reason it shows up in various advertisements. 

Glittering Generalities

Shining Generalities is a common method of propaganda. The goal of using a compelling generality is consistently to convince the audience to endorse a specific notion, concept, individual, or product. 

A dazzling generality is an ambiguous, uplifting expression that attracts individuals’ wish to relate to the beliefs it associates with, whether those are beliefs they already possess or aspire to adopt. They are often used in slogans, catchphrases, and political campaigns. Glittering generalities employ impactful language and charged expressions to create a significant effect on the audience receiving the message.

This Pepsi campaign serves as an excellent illustration of how brands can utilize impactful phrases to capture your focus. The campaign’s slogan ‘That’s What I Like’ is frequently employed as a provocative statement by individuals who wish to display their connection to the brand and project a ‘cool’ persona. 

a Pepsi ad

Fear Appeal

A message that employs a grave threat toward the intended audience is referred to as a ‘fear appeal’ in marketing. The aim of the advertising approach is to leverage fear to influence the target audience to participate in or avoid a specific action. 

The fear-as-acquired drive model, parallel process model, and protective motive theory are merely a few of the theories proposed regarding the appeal of the product. The extended parallel process model integrates the strongest features of multiple earlier theories, broadens the research landscape, and enhances comprehension of why fear-based appeals work effectively. 

Examine the Royal Jordanian advertisement to grasp the fear appeals framework of advertising propaganda. 

Are you afraid of flying?

It is clear that this is an advertisement emphasizing the fear of risk, and since the man has a fear of flying because of discrimination, it highlights the anxiety by offering a welcoming and inclusive atmosphere on the company’s aircraft (Royal Jordanian). 

Although the aim of each of these ads was to prompt the audience to take actions beneficial to the advertiser, not all fear-driven ads motivate viewers to engage in a paid activity. 

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Final Words

It is true that advertising and propaganda are connected, even with the drawbacks and possible damage they might cause. In the absence of propaganda, no one would see a necessity to inform or educate the public regarding events that affect them and their surroundings. Without promotion, companies would not strive to surpass their rivals and create superior products. 

In the absence of these motivating elements in individuals’ lives, there would exist a significant information divide and a deficiency in creativity. As a consumer, always strive to make educated choices instead of relying on unfounded assertions made by a company.

Prolific Studio, one of the best animation studios in LA, can help you implement these propaganda techniques with the help of our amazing 2D and 3D animations.

Contact us today if you want to leverage the best animation services available!

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David Lucas

David Lucas leads SEO content strategy at Prolific Studio, combining data insights with creative storytelling to boost visibility and engagement. By identifying search trends and tailoring content to resonate with audiences, he helps the studio achieve measurable growth while staying at the forefront of animation and digital innovation.

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