Propaganda is a planned way to change what people think, feel, or do. It uses symbols such as words, hand signs, flags, songs, clothing, badges, hairstyles, coin art, and stamp designs. It is not like ordinary conversation or open sharing. Propaganda has clear goals and is a strong attempt to control others.

People who propagandize choose facts, issues, and symbols that help their goal. They present them in a way that seems best to them. They may omit true facts, distort parts, or lie. They may also try to keep people focused on their message and allow them to see other points of view.

What is propaganda?

Propaganda and advertising both use powerful media tactics and often look similar. Now, with so much user data, advertising is changing the way it works. Propaganda looks like advertising because it also uses pictures, videos, and words to get its message across. But unlike advertising, propaganda doesn’t try to sell a product, service, or idea. Propaganda conveys a message to change people’s minds about someone or something, just as advertising tries to sell. Many people in the advertising world still talk about how propaganda affects what people learn and how they see things.

Types of Propaganda Used in Advertising

Here are the most common and effective types of advertising that you will often see in advertising:

1. Stereotyping Advertising

A stereotype is an idea that people often believe about a group. Ads can use or challenge such ideas.

This is common with gender or age. While some ads challenge these ideas, others use them to push messages.

A good example is Gillette’s “The Best Man You Can Be.” It talks about what it really means to be a man. It shows a new idea of masculinity and asks people to think again.

Nike did the same with the “Men vs. Women Challenge.” It used the old idea of the gender battle to push a fun race challenge between men and women.

2. Testimonial Advertising

This is an obvious method that uses real people or famous faces to make a product look good.

It shows people how happy they are with the item. It works because people trust what other people say.

This method works well on websites, social pages, and ads.

Pros of this style:

• It builds trust
• It encourages others to try it
• It brings more people to the site or store

A good example is Glossier. They used pink tones and happy reviews with their font to sell perfume on Instagram.

Also, in the 80s, Texas used famous people to tell people to keep the streets clean. Their “Don’t Mess with Texas” campaign worked well and reduced litter by 72% in three years.

3. Bandwagon Advertising

This style tries to connect people with people who enjoy the same thing.

How does it do it?

It generates interest in the product or service. At the same time, it makes people feel like they should be part of the group that consumes it.

For example, Cheerios says it is “America’s favorite cereal.” This means that many people already eat it. It also conveys the idea that it is healthy because it does not contain cholesterol.

In short, this style makes people feel that this trend is cool and worth following. It works well when people feel insecure and want to follow others.

Honey Nut Cheerios – Bandwagon Example

Another example is fast-food ads that say “Be part of the league” to create a sense of group.

4. Promoting glossy generalities

This method uses nice words to make people feel good about a product or idea.

Words like hope, change, and freedom make people believe in the product even without evidence.

These words bring emotion and make the product seem better than it is. This method is often used in taglines, advertising, or politics.

Proactive did this with ads featuring young users and stars. They used kind words and a fun tagline to attract teenage buyers. Their tone makes the ads honest and exciting.

5. Fear Appeal Advertising

This type of advertising scares people into doing or not doing a certain thing. It uses strong lines or images to make a fear-based point.

These ads grab attention and make people think about the risk.

For example, a smoking ad can motivate people to quit smoking by showing them poor health. But it also offers a clear way to escape the fear – by quitting smoking.

Here’s a smart ad from Royal Jordanian Airlines. It asked, “Are you afraid of flying?” and showed a man afraid of being judged. The ad ends by showing how the airline supports kindness and fairness. It sends a strong message without forcing you to buy anything.

6. Naseem Advertising Advertisement

This style often uses one main idea. The goal is for people to remember the brand after seeing or hearing it several times.

Repetition makes the brand feel safe and familiar – even if people don’t notice it.

A good example is Wix. They run similar ads on YouTube and social sites many times. This helps people remember their name.

7. Card Stacking Advertising

This type only shows the good side and hides the bad parts. It makes people think that the product is all good.

In this way, the ad focuses people on the best points. It ignores the weak points. Therefore, it makes the audience believe that the product is better than it is.

It also makes people think that it is a smart or cheap choice.

A good example is Mr. Clean’s Magic Eraser Extra Power. The ad says that it is “50% stronger” than before. It sounds great, and people like the power. But it may not give the results they expect.

8. Real People Advertising

This method can use real people to show that the product works for everyone.

It tells people that the product is simple and made for everyday use. This allows people to relate to and trust the brand.

In the past, celebrities sold products. Now, brands use real people.

A great example of this is the Pennsylvania Lottery ad. It featured people enjoying holiday music to launch the Christmas lottery. It felt warm and real.

Another Hellman ad featured a pretty girl to promote simple, real food choices.

9. Transfer Advertising

This type takes emotions from one thing and attaches them to another.

It uses symbols or strong images to give a new meaning to the product. It can link fear or hope to what is being sold.

For example, a vegetarian restaurant might first talk about bad food ads. Then it shares that it serves vegetarian food. It hits the right people by linking the fear of bad food to their clean alternative.

A fun example is the Dodge ad. It shows George Washington driving his car into battle. He holds the flag high while others run. It associates power and pride with the car.