Jean Mcclintock Propaganda Techniques

721 Words3 Pages
In McClintock’s composition “Propaganda Techniques In Today’s Advertising,” her purpose is to convey the effects of advertising on American society. As defined by Merriam-Webster, propaganda is defined as “Ideas, facts, or allegations spread deliberately to further one’s cause or to damage an opposing cause.” Advertisers’ use many propaganda techniques to change one’s opinion or view on something. According to the author, “Advertisers lean heavily on propaganda to sell products, whether the “products” are a brand of toothpaste, a candidate for office, or a particular political viewpoint.” McClintock divides her views on propaganda by identifying the testimonial, bandwagon, and glittering generalities techniques. The testimonial technique is one of the most-used techniques of propaganda. This…show more content…
This technique uses ambiguous terms to promote positive exposure to different people. Using these terms, the endorsers reach a wider audience. According to McClintock “The ads for politicians and political causes often use glittering generalities because such “buzz words” can influence votes.” These simple words can appeal to disparate audiences. This technique is also used as ads for consuming goods. The purpose of this technique is to spread positive feelings and a sense of comfort to the consumers. McClintock states that “Target audiences accept the product without thinking very much about what the glittering generalities mean─ or whether they even apply to the product.” In other words, these products can be falsely advertised or even duplicated for that matter. People are mostly interested in these products because of their classification. Advertisers know that people buy the brands with the “comforting phrases.” The glittering generalities technique gives the customer a sense of uniqueness to their product. Simply an attractive way of branding items to increase

    More about Jean Mcclintock Propaganda Techniques

      Open Document