Propaganda Techniques In Today's Advertising
Giulliano Alfiler
Professor Matthew Kline
ESL 52C
26 March 2014
Apple and Advertising Techniques In the article “Propaganda Techniques in Today’s Advertising” by Ann McClintock, the author tells us that propaganda techniques target all people all over the world and are spread throughout the world and will increase in the future. Therefore, Ann McClintock explains to us what propaganda is and she also tells us seven different types of propaganda techniques that are being used today by advertisers. The first propaganda tactic is called Name Calling. Name Calling is a propaganda technique in which a company would say negative names or words against a competitor. Another technique is called Glittering Generalities. In this tactic, advertisers …show more content…
In the first commercial, ten seconds in the video, a firefighter walks in and points his fire extinguisher to the screen and uses it. Then, a man in a protective suit who portrays the Pentium II Processor appears smoking as he was just extinguished. After that, a voice comes in saying “Apple Computer would like to apologize for toasting the Pentium II Processor in public” The commercial used the propaganda technique Name Calling. Even though they didn’t throw negative words to the Pentium II, the fact that they showed to the public that they toasted the Pentium II was even worse than calling it something. Also, the commercial means that they are publicly announcing that the Power Macintosh G3 Beige is better than the Pentium II. The word “toasted” must’ve meant that they have beaten or surpassed the Pentium II. Also, towards the end of the first commercial, they said that the Power Mac G3 is twice as fast as Pentium II. That is an example of the technique Card Stacking as it only tells us one side of the story as if there were no opposing view or other consideration. In the same video, starts at minute 3:20, Apple introduces the PowerBook G3. After a while, the PowerBook flips open and words are coming out the screen such as “superfast”, “schnell”, “velocissimo” and many more. All these words have the
Professor Matthew Kline
ESL 52C
26 March 2014
Apple and Advertising Techniques In the article “Propaganda Techniques in Today’s Advertising” by Ann McClintock, the author tells us that propaganda techniques target all people all over the world and are spread throughout the world and will increase in the future. Therefore, Ann McClintock explains to us what propaganda is and she also tells us seven different types of propaganda techniques that are being used today by advertisers. The first propaganda tactic is called Name Calling. Name Calling is a propaganda technique in which a company would say negative names or words against a competitor. Another technique is called Glittering Generalities. In this tactic, advertisers …show more content…
In the first commercial, ten seconds in the video, a firefighter walks in and points his fire extinguisher to the screen and uses it. Then, a man in a protective suit who portrays the Pentium II Processor appears smoking as he was just extinguished. After that, a voice comes in saying “Apple Computer would like to apologize for toasting the Pentium II Processor in public” The commercial used the propaganda technique Name Calling. Even though they didn’t throw negative words to the Pentium II, the fact that they showed to the public that they toasted the Pentium II was even worse than calling it something. Also, the commercial means that they are publicly announcing that the Power Macintosh G3 Beige is better than the Pentium II. The word “toasted” must’ve meant that they have beaten or surpassed the Pentium II. Also, towards the end of the first commercial, they said that the Power Mac G3 is twice as fast as Pentium II. That is an example of the technique Card Stacking as it only tells us one side of the story as if there were no opposing view or other consideration. In the same video, starts at minute 3:20, Apple introduces the PowerBook G3. After a while, the PowerBook flips open and words are coming out the screen such as “superfast”, “schnell”, “velocissimo” and many more. All these words have the