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Advertisements
Propaganda Techniques
1/25/2011
How do you decide
what toothpaste to buy?
How do you decide who to vote
for?
Advertisements
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Advertisements are paid messages
intended to attract customers.
To avoid drawing false conclusions
about the benefits of a product or
service, learn to recognize propaganda
techniques and faulty reasoning.
Propaganda is biased information that
is one sided or misleading.
Propaganda techniques are the
methods used to get you to believe
whatever the advertisers want you to
believe.
Faulty reasoning is an argument that
does not follow the rules of logic.
Draw a chart like this with a title, 3
columns, and 7 rows:
COMMONLY USED PROPAGANDA TECHNIQUES
Propaganda
Technique
Explanation
Example
Propaganda
Technique
Explanation Example
1. Broad
Generalizations
/ Glittering
Generalities
Sweeping
claims and
opinions that
cannot be
proven.
“There’s
nothing like
it in the
world!”
Broad Generalizations
Propaganda
Technique
Explanation
Example
2. Hidden
Message
Pictures or
words that
convey an
idea without
stating it
directly.
A photo of
an Olympic
runner,
suggesting
you’ll be a
winner if
you buy a
certain
brand of
sneakers.
Hidden Message
http://www.apple.com/getamac/ads/
Hidden Message
Hidden Message
(face recognition security)
Propaganda
Technique
Explanation
Example
3. Loaded
Language/
Emotional
Appeal
Words that
appeal to
our
emotions.
“It’s a
miracle
product!”
Loaded Language
Ever feel like you work with a bunch of monkeys? The
hero in this spot really does. CareerBuilder can help him
find a better job.
Emotional Appeal/
Loaded Language
Propaganda
Technique
Explanation
4.
Implying
Bandwagon that
Appeal
“everyone
else” uses a
certain
product.
Example
“Thousands
of allergy
sufferers
use SneezeFreeze.”
Bandwagon Appeal
In this animated spot, the hands of a clock become
tapping, then running feet. The images of people
throughout the day show them only from the waist down.
"All legs lead to United Economy Plus, with up to five extra
inches of leg room."
Propaganda
Technique
Explanation
Example
5. Faulty
Reasoning
Using
unrelated or
unconnected
details as
support.
More people
have cats
than dogs,
so cats must
be easier to
take care of.
Double-Dutch jump roping has never been so
mesmerizing in a commercial. Nearly everyone in the
playground takes part in the game; they literally "Jump
in." --XBOX360
Faulty Reasoning
Propaganda
Technique
Explanation
6.Appeal to Using a
Celebrity celebrity to
convince
you
that
a
Testimonial
product is
worth
buying.
Example
Proactive
uses
Jessica
Simpson to
promote
their
product.
Kate Winslet walks through London as we hear her
describe various movie roles. "At 17, I went to prison
for murder. By 19, I was penniless and heartbroken...
By 29, I was in Never Land." Her real life doesn't need
any extra drama, so she uses the American Express
card.
COMMONLY USED PROPAGANDA TECHNIQUES
Propaganda
Technique
Explanation
Example
Broad Generalizations
Glittering Generalities
Sweeping claims that cannot be
proved.
“There’s nothing like it in the world!”
or the Burger King Kong ad.
Hidden Message
Pictures or words that convey an
idea without stating it
directly.
A photo of an Olympic runner,
suggesting you’ll be a winner if you
buy a certain brand of sneakers or
the Adidas shoe/video game ad.
Loaded Language
Emotional Appeal
Words that appeal to our emotions.
“It’s a miracle product!” or the “monkey
business” ad for
CareerBuilders.com.
Bandwagon Appeals
Implying that “everyone else”
uses a certain product.
“Thousands of allergy sufferers use
Sneeze-Freeze” or the “Pants” ad
for United Economy Plus airlines.
Faulty Reasoning
Using unrelated or unconnected
details as support.
More people have cats than dogs, so cats
must be easier to take care of or the
double Dutch jump rope ad for
XBOX 360.
Appeal to a Celebrity
Testimonial
Using a celebrity to convince.
Proactive uses Jessica Simpson to
promote their product or the Kate
Winslet American Express ad..
Propaganda
Technique
Explanation
7. Name
Calling
Attaching a
negative label
to a person or
a thing. trying
to avoid
supporting
their own
opinion with
facts. (Tearing
your opponent
down)
Example
Which techniques are used
here?
The Government Regulates Advertisements,
but you still need to be a savvy consumer.
People who use propaganda:
•The military
•The Media
•Advertisers
•Politicians
•You and I
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Turn your desks into a group of 4.
Supplies needed for group:
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1 paper per person
Scissors
Magazine or 2
Glue
Assignment:
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Put your name on the back of your paper
Find 4 advertisements and cut them out
Glue the advertisements onto your paper
Label each advertisement with a
propaganda technique
Make sure you have at least 2 different
techniques illustrated.
Must be complete before you leave today.
Created by:
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Mrs. Parkkonen and Mrs. Faulk
For use with 6th grade language arts
classes at Greer Middle School
Spring 2011
**All advertisement samples in this presentation were obtained from www.adweek.com
**Informational Chart was taken from Prentice Hall’s 2006 seventh grade literature textbook.