Propaganda Technique: Heartstrings

            Another propaganda technique that is evident in many advertisements is the tugging of heartstrings. Ad campaigns and publicity material use images and storylines that will affect their audiences emotionally. The heartwarming feeling that these advertisements leave appeals to the hearts of audiences, which makes these viewers support what the advertisement is promoting. In this propaganda technique, advertisers use the audience’s compassion to their advantage.

            An example of this is the use of Joy Tissue of a puppy in their advertisements and in their packaging. The image of the puppy leaves the consumer with warm-heartedness for the animal, making the consumer want to purchase the product solely for an adorable image of a puppy. Another example is McDonald’s Philippines series of commercials. They use different storylines that delve into traditional family practices, love, friendship and the memory of one’s childhood. Each commercial leaves the audience with a warm feelings and the thought that if the consumer went to McDonald’s, he would feel the same heart tugging experiences that the actors portrayed in the commercials.