Transcript Propaganda PowerPoint

PROPAGANDA
How writers and advertisers use your
feelings and emotions to persuade you
to agree with them.
SPI 0601.5.4 Identify examples of persuasive devices
(i.e., bandwagon, loaded terms, testimonial, namecalling).
Where do we see propaganda?
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Newspapers and books
Magazines
Internet
Clothing
Billboards
Bumper stickers
TV
Radio
Signs
Products
Cartoons (political)
Propaganda
techniques in
advertising
Writers and advertisers use
many techniques to
convince you to agree with
them or buy their product.
An emotional appeal tries to
make the reader connect the
writer’s message with an
important feeling.
Propaganda
techniques
• Bandwagon
• Loaded Words
• Name-calling
• Snob Appeal
• Plain Folks
• Card-Stacking
• Glittering
Generalities
• Testimoniall
Bandwagon
The bandwagon technique appeals to the reader’s
need to belong. It tries to get you to do what
everyone is doing. It makes you think you need
to have this product in order to fit in.
bANDWAGON
Millions of people have
discovered Proactiv®
Solution...from people like you
to celebrities like Vanessa
Williams, Jessica Simpson and
Elle Macpherson... they all say
Proactiv Solution helped
banish their breakouts and get
them on the path to clear,
beautiful, star-quality skin.
Loaded WORDS
 This technique often uses
interesting and eye-catching
 The loaded language
technique uses words
that cause a strong
feeling.
 Once the reader is
feeling strongly, he or
she may be more likely
to agree with the writer.
 What are some examples
of loaded words?
LOADED WORDS
Whitening Expressions
Refreshing Vanilla
Mint
Get a cool and inviting
brushing experience
with Crest Whitening
Expressions Refreshing
Vanilla Mint.
Loaded WORDS
This billboard
advertisement uses
the word
“irresistible” to
appeal to our
emotions.
The visual is also
very appealing.
Name Calling
• This technique uses words that are
negative to describe an enemy or
competitor.
• It compares one organization or idea to
another, showing how one is superior.
• It is often used in politics and during
wartime.
NAME CALLING
There are many ads in which
the Apple company shows
how their products are
“better” than PCs.
• Mac OS X Leopard
“No other operating
system — Vista included
— offers the innovation
and simplicity of Mac OS
X. With Mac OS X
Leopard, the Mac leaps
even further ahead with
new features that let you
do more with less effort.”
Name Calling
Candidates for the 2008
Presidential election used name
calling in their ads, as in past
elections. Barack Obama says
that John McCain has “same old
politics, same failed policies”.
Obama implies that McCain is
not the best choice and he
doesn’t have the best solutions to
America’s problems.
-from www.livingroomcandidate.com “Low Road”
video ad
SNOB APPEAL
• The suggestion that the use of the
product makes the customer part of an
elite group with a luxurious and
glamorous life style
SNOB APPEAL
• For example, a coffee manufacturer shows
people dressed in formal gowns and
tuxedos drinking their brand at an art
gallery.
PLAIN FOLKS
• Plain Folks: The use of everyday people
to sell a product or service. Speakers and
ads appear to make the person to be “one
of the people.”
– Designed to win the confidence of the audience
by communicating in the common manner and
style of the audience.
PLAIN FOLKS
Examples:
• America’s recent presidents have all been
millionaires, but they have gone to great lengths to
present themselves as ordinary citizens.
• Example: Cigna Healthcare video
CARD-STACKING
• The strategy of showing the product’s
best features, telling half-truths, and
omitting or lying about its potential
problems.
– Success or failure depends on how successful
the propagandist is in Selecting facts or “cards
and presenting or “stacking” them.
CARD-STACKING
Example:
• Drug manufacturers do this
frequently in ads in which they skim
over the possible harmful side
effects of their products. Facts are
selected and presented which most
effectively strengthen and
authenticate the point of view of the
propagandist.
• In the Alli ad, FDA approved is in
large print and the negative side
effects are in small print
GLITTERING
GENERALITIES
Testimonial
 This technique uses the words of someone who
has actually used the product.
 Often, the testimonial comes from a celebrity –
if they use it and look good, why shouldn’t
you!
 The normal, average person’s opinion is also
used to appeal to us.
TESTIMONIAL
Elle MacPherson
"...the great thing about
Proactiv is that it's a
fantastic skin treatment,
whether you have acne
or not. It's gentle, it's
effective, it's a sort of
exfoliant, which I really
like - my skin has a
better texture about it
and it's easy to use."
Testimonial
Larry the Cable Guy lost 50
lbs. with the Nutrisystem
diet plan. Larry said,
“With NutriSystem, losing
weight is pretty much a
no-brainer (and that comes
in handy in my family).”
Discussion Questions
• What are advertisers true reasons for
persuading you?
• Are they trying to truly help you or are
they just wanting to sell a product and
make money?
• Should you try something or do
something just because it is popular?
Conclusion
• Propaganda techniques can be extremely
effective in persuading the reader to act on a
feeling.
• As readers of propaganda techniques in
advertising, we must learn to recognize
emotional appeals.
• If we focus on the facts instead of the
feelings, we will make a better decision
about the writer’s opinion.
In Review
• Propaganda is how writers and advertisers use
your feelings and emotions to get you to agree
with them.
• The 4 most common techniques are: loaded
words, bandwagon, testimonial, and name calling.
• Advertisers use these techniques to influence us,
appeal to our emotions, persuade us to buy their
products, try to make us act on our emotions, get
us to do what everyone else is doing, etc.
• We need to rely on facts and research the products
before buying them and not rely ONLY on our
emotions.
Examples
• http://www.spike.com/superbowl (ads must be reviewed before
using)
• http://www.msnbc.msn.com/id/16691199/ (ads must be
reviewed before using)
• http://www.georgeforemancooking.com/ (endorsement,
testimonial)
• http://www.proactiv.com/celebrity.php?pactvid=cb90b7cfc80f07
0d2b4eb6880bcb6055 (testimonial)
• http://www.abovetheinfluence.com/the-ads/default.aspx#
(bandwagon – ads must be reviewed before using – these TV ads
focus on peer pressure and drugs & rising above the influence –
for adolescents)
• http://www.apple.com/getamac/ads/ (name calling)
• http://www.livingroomcandidate.org/ (name calling) ads for
presidential elections – must be reviewed
Any
questions?