Using Propaganda Techniques for marketing and advertising is not a new tool. It is being used for the last few centuries to first attain the attention of customers and then sell them products. It works not only for product sales but also for public relations (PR).
Propaganda Techniques are not quick sale methods rather they are long-term sales tactics. It is because first big brands create a perception in the public and make it a habit for the public.
Few tactics of this technique are lies, miscommunication, misinformation, and negative communication. For now, take it as an overview because later in this article, we are going to understand this concept in detail.
Propaganda techniques are not only used by advertisers or big brands, they are also used by politicians, influencers, or even by your friends to get some advantages. Mostly propaganda techniques play with your emotions.
For example, you like an actor/actress and mostly you relate yourself to him/her. So, when your favorite actor is seen promoting any product in a TV Commercial, you can easily relate and think that this product is made for you and you show a quick interest to buy it.
This is one example of how propaganda techniques work in marketing. But you will never see any advertiser calling this technique propaganda. Rather they call it a marketing process.
Read More About Marketing Process Here: https://www.businessstudynotes.com/marketing/principle-of-marketing/marketing-process/
Is it easy to use propaganda for getting benefits?
Of course not!
It is a very challenging and tough process to create propaganda among mass without revealing any information about it. They use various techniques that we are going to learn by examples shortly.
To create propaganda for marketing, advertising agencies have to go through quick challenging tasks to understand how the mass will react when they get a certain product. In simple words, advertisers have to get customer’s emotional reactions even if the product has not been launched to the market.
Let’s know what are the most effective techniques of advertising propaganda?
1. Beautiful People – Mostly Women
Have you ever noticed for the last few years, TV commercials or online ads use the most beautiful-looking people in their ads? It was not like this before.
Actually, they want you to relate to them. For example, the cosmetic industry uses the most beautiful actresses who look pretty and happy. They want you to think that if you buy their products, you will also look pretty and happy. The same goes for other products.
Sometimes they not only play with your emotions but also with your sexual desires. For example, if you see a motorbike ad, you will see a male riding the bike. But in the same commercial, you may see a woman in a bikini or in an attractive dress that may disturb your sexual desires.
This way, they want you to get attracted to the product not heart only but with your full body as well.
But studies show that this technique sometimes doesn’t work the way it needs to. Because mostly, people get attracted to sexual desires too much that even they forget about the product they are seeing in the commercial.
This is one of the most effective and result-driven propaganda techniques that work well in marketing. Actually, this technique creates a sense of FOMO (fear of missing out) in those people who desire hard to be part of a certain place or group.
For example, when we see real estate or travel agency ads, we see a lot of beautiful bikini-clad women, most of the time famous celebrities like Bella Hadid or Kendall Jenner.
Actually, the advertiser is trying to create a fear inside you that if you miss this opportunity, you may miss those celebrities as well. But in reality, they are not available on those beaches or hotels when you visit. In fact, you have paid for the product or services.
It’s human nature that nobody wants to be left out. So, advertising agencies use your emotions to sell their products.
3. Unreliable Testimonial
This technique uses respected (or sometimes most hated) celebrities to give their false feedback or testimonial about a product. For example, you will see a lot of celebrities talking high about Coca-Cola, but the reality is that they don’t even drink it in their real life.
In this way, they convince your emotions that your favorite celebrity is also using a certain product and talking great about it, so you should also try it.
Sometimes, this technique uses people from a certain profession that is highly related to the type of product. For example, if a dentist recommends certain toothpaste, you are definitely going to have that product on your cart next time.
On the other side, if this recommendation was given by a normal guy, you won’t trust him even if he is talking the truth.
These are the top 3 propaganda techniques that are being used by big brands these days. No matter if an advertiser is using a simple stage in a commercial, they are always using some kind of technique to manipulate your emotions to convert you into a buyer.
What you can do is stay careful, and have a strong grip over your emotions whenever you see any commercial.