Do you want your students to be able to incorporate different persuasive techniques into their writing? Should students be able to make informed opinions about which products to purchase? Do you want your students to recognize different devices used in political advertising? Is the bandwagon persuasive technique effective? This series of posts helps answer these questions.
Students evaluate ads for each device. Techniques include bandwagon, testimonials, loaded terms, and name-calling. You can easily navigate to each post in the series with the links found at the bottom of the post.
Check out these materials for teaching propaganda. This handout includes a foldable organizer that goes over the definitions of four persuasive techniques. You will also find links to the commercials used to teach bandwagon along with a printable discussion guide. A link to the Google Slide version of the teaching materials is also included.
Bandwagon Persuasive Technique
This technique encourages the listener to think that because everyone else does something, you should too or you will be left out. In literature, bandwagon is used to persuade the reader to agree with the argument of the writer.
Questions to Ask
Does using bandwagon really help to sell products?
Which age does bandwagon appeal to the most?
Does bandwagon work best in the small-town USA or in large cities?
Old Navy “First Day of School Style”
In this advertisement. Julia Louis-Deyfus portrays a mom, (Her celebrity role is not pointed out.) Instead, she acts the part of a mom dressing her son as a lawyer on the first day of school. Hunter wants to dress like all the other kids. His mother questions the students about where they “got this look.” After learning they shop at Old Navy, Mom takes Hunter shopping before he goes to school. Now, he can look cool like all the other kids. The commercial uses humor as well as bandwagon to sell Old Navy products.
Coca-Cola “It’s Beautiful”
Coco-Cola has a history of creating advertising that uses the idea that all people like Coke. One example is the “I’d Like to Teach the World to Sing” campaign from the seventies.
In this “It’s Beautiful” commercial, Americans sing “America the Beautiful” in Spanish, English, Arabic, and other languages. The message is clear. Everyone likes Coca-Cola.
Chuck E Cheese “Every Kid’s a Winner”
Every kid who comes into Chuck E Cheese wins tokens. The advertisement shows kids racing into the restaurant to get their tokens. Kids use the tokens to play games. It’s interesting that the restaurant ad does not mention food.
Taco Bell “Bigger Than Fútbol”
This commercial advertises Taco Bell’s newest menu item, the Quesalupa. The ad shows person after person enjoying this cheesy treat while telling the audience, “This is going to be bigger than…hipster man buns, Tinder, flying drones, aliens, the Texas Law Hawk, driving a car, VR, Mars landings, James Harden’s beard, hoverboards, and bigger than football or real fútbol.“
The ad features Brazilian soccer star Neymar and George Takei of Star Trek.