E4 Outline Exercise Example
 
Subject: (What ad/ads?) Got Milk Ad
 
Issue: (Essay Question)
Do advertisements use unfair propaganda in their ads
 
Thesis:
This ad uses unfair and unrealistic propaganda just to sell milk
 
 
PSupport#1: (Ad/Technique #1):Bandwagon
Topic/transition/linking sentence: 
The first way in which this Milk ad uses propoganda is through the use of the Bandwagon technique.

1. Quote #1 that defines/describes propaganda technique
“The advertisers know we tend to feel comfortable doing what 
others do; we want to be on the winning team.” (McClintock 667)
 
2. Quote #2 that defines/describes propaganda technique 
“the National Dairy Council ask us, “Got Milk?’ (McClintock 667)
 
1a. Feature/Aspect #1 of Ad that matches definition/description of propganda technique 
The ad has taken a rock star with an hour glass figure : Which all women would like to have, 
to associate their regular product that most everyday people drinks and drinks it also.
 
2a. Feature/Aspect #2 of Ad that matches
This ad uses the saying and milk mustache that most everyone is familiar with.
 
3a. Feature/Aspect #3 of Ad that matches
This ad took a concern of most people today , their weight and used an hourglass shaped glass to hold their product.
 
PSupport#2: (Ad/Technique #2):Testimonial
Topic/transition/linking sentence:
In addition, evidence of this ad's propogandistic nature is seen in it use of the Testimonial technique.
 
1. Quote #1 that defines/describes propaganda technique
“the testimonial capitalizes on the admiration people have for a celebrity to make the product being 
shine more brightly-even though the celebrity might not be an expert 
on the product being sold.” (McClintock 665)
 
2. Quote #2 that defines/describes propaganda technique
“We like the person so much that we like the product too (McClintock 666) 
 
1a. Feature/Aspect #1 of Ad that matches definition/description of propganda technique 
This ad features rock star Cheryl Crow standing with a milk mustache and an hourglass shaped glass of milk.
 
2a. Feature/Aspect #2 of Ad that matches
This ad features a phrase as if it is a statement made by Cheryl Crow. To keep the crowd on their feet, I keep my body in tune.
 
3a. Feature/Aspect #3 of Ad that matches
This ad also feature the cd cover of Cheryl Crows newest Cd in the lower right corner.
 
PSupport#3: (Ad/Technique #3):Card staking
Topic/transition/linking sentence:
Finally, the ads use of the Card Stacking technique represents the clearest evidence of the unfair 
persuasive techniques employed in this ad. 
 
1. Quote #1 that defines/describes propaganda technique
“card stacking means that one side may suppress or distort evidence.” (McClintock 666)
 
2. Quote #2 that defines/describes propaganda technique 
“These are small words that usually slip right past us, but make the difference between reality and illusion.” (McClintock 666)
 
1a. Feature/Aspect #1 of Ad that matches definition/description of propaganda technique 
This ad writes; Studies suggest that milk can play an important role in weight lose.
 
2a. Feature/Aspect #2 of Ad that matches
In the bottom left corner of this ad is a phrase writing split between half of an hour glass shape
 that say milk your diet 24 oz on one side, with Lose weight 24 hours on the other side 
 
3a. Feature/Aspect #3 of Ad that matches
The words Rock Hard is of a little bit on Cheryl Crows right shoulder.
 
Conclusion: (analysis/conclusions)
 This ad uses the bandwagon, testimonial, along with card stacking propaganda just 
to sell milk. The ad is presented to us the consumer in a very misleading way, we need to be
 wary of these unfair propagandas.