Thesis Defense Announcement
College of Arts and Sciences announces the Final Thesis Defense of
for the Degree of Master of Fine Arts
April 5, 2019 at 9:30 AM in Art & Communication Building, Room 51
Advisor: Gary Golightly
Now with Trustworthy Research!: Comparing the Effectiveness of Propaganda Techniques Used in Advertising
ABSTRACT: The purpose of the thesis is to investigate advertising techniques that do the best job persuading consumers to act. The public is comprised of unique individuals, some demographics prove easier to persuade and influence, while others remain skeptical in spite of various advertising techniques. The research yielded exaggeration as the most potentially successful way to sell a product to someone who has no interest in the product before being exposed to the advertisement. Seven major propaganda devices used in advertising were examined and rated on a scale of most to least successful. The techniques analyzed include the transfer, glittering generalities, bandwagon, plain folks, testimonial, card-stacking, and name-calling devices. Seven printed advertisements employing the use of each propaganda technique to sell an identical product categorized as an impulse buy were created, compared, and contrasted to develop a list rating each propaganda device's degree of success. This thesis develops a response to these propaganda devices and presents suggestions about the advantages and disadvantages of each technique as it relates to advertising.