Analysis

The advertisement I have chosen to analyze is from Pretty Little Thing, an online fashion retailer. The ad features a young, attractive woman wearing a stylish outfit, standing in front of a bright, colorful background. In analyzing the ad, it is clear that the advertiser is using several propaganda techniques to sell their product.

The first propaganda technique used in this advertisement is emotional appeal. Emotional appeal is when an ad tries to appeal to the viewer’s emotions to persuade them to buy a product. In this ad, Pretty Little Thing is using emotional appeal by showing a young, attractive woman who looks confident and happy. By presenting this image, the advertiser is trying to make the viewer believe that by buying their clothes, they too will look and feel confident and happy. The bright, colorful background behind the model also adds to the emotional appeal of the ad, as it gives the impression of a fun and exciting lifestyle that the viewer could be a part of if they buy the clothes.

Another propaganda technique used in this ad is bandwagon. Bandwagon is when an ad suggests that everyone is using or buying a particular product, and so the viewer should too. In this ad, Pretty Little Thing is using bandwagon by presenting the young model as someone who is fashionable and trendy, suggesting that anyone who buys their clothes will also be fashionable and trendy. The use of social media influencers to promote their products also adds to the bandwagon effect, as it creates the impression that everyone is using Pretty Little Thing.

Additionally, the advertiser is using repetition in this advertisement. Repetition is when an ad repeats a word, phrase, or image to make it stick in the viewer’s mind. In this ad, the word “new” is repeated several times, such as in the phrase “new in,” which is written above the model’s head. By repeating the word “new,” the advertiser is trying to create a sense of urgency in the viewer to buy the clothes, suggesting that if they don’t buy them now, they will miss out on the latest fashion trends.

Another propaganda technique used in this ad is glittering generalities. Glittering generalities are when an ad uses words or phrases that are vague and positive, but have little meaning. In this ad, Pretty Little Thing is using glittering generalities by using phrases such as “fashion favorites” and “new styles,” which sound positive but do not actually provide any specific information about the product. The advertiser is hoping that by using these phrases, they will create a positive impression of their brand in the viewer’s mind, which will make them more likely to buy their clothes.

Finally, the advertiser is using testimonials in this advertisement. Testimonials are when an ad uses a quote or endorsement from someone who has used the product to persuade others to buy it. In this ad, Pretty Little Thing is using testimonials by showing pictures of social media influencers wearing their clothes and including quotes from them, such as “I can’t get enough of this outfit.” By using testimonials, the advertiser is trying to create a sense of trust in the viewer, suggesting that if these social media influencers like the clothes, then they must be good.

In conclusion, Pretty Little Thing is using several propaganda techniques in their advertisement to sell their product. These techniques include emotional appeal, bandwagon, repetition, glittering generalities, and testimonials. By using these techniques, the advertiser is trying to persuade the viewer to buy their clothes by creating a positive impression of their brand, creating a sense of urgency to buy the clothes, and suggesting that everyone else is using and enjoying their products. While these techniques may be effective in persuading some viewers to buy the clothes, it is important for consumers to be aware of these techniques and to make informed decisions about their purchases.