Transcript userfiles/1015/my files/propagandappt6?id=485354

PROPAGANDA
How writers and advertisers use your
feelings and emotions to persuade you
to agree with them.
Places you can find 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.
Loaded WORDS
 This technique often uses
interesting and eye-catching
visuals, as well.
 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
Do you see any
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.
http://www.youtube.com/watch?v=
vhBub2fQmE0
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
Present
and
Past…
bANDWAGON
What one thing do
ALL
of these people have in
common?
Diet Pepsi Truck
Broad Generalizations
• A broad statement that
tells about something “in
general.”
• It takes in everything
and everyone at once,
allowing for no
exceptions.
Generalizations
There are other types of
generalizations….
• A hasty generalization is
based on incomplete
evidence
• A valid generalization is
based on solid evidence.
Hasty Generalization
(click on link)
Testimonial
 Uses the words of someone who has actually
used the product.
 Often, comes from a celebrity – if they use it
and look good, why shouldn’t you!
 Tries to connect a famous person with a product,
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).”
Name Calling
• 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.
http://www.youtube.com/watch?v=
gLytraSmNW0
• 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
Glittering Generalities
Advertisers often use words that stir up certain emotions in us.
Sometimes, these words glitter and sparkle to attract our eye, or
sometimes they make us angry or repulsed.
“NEW!” . . . “Fresh” . . . “Pure” . . . “Home-made.”
Often these words are used in a vague way; they don’t give us
specific details: How new? How fresh? Pure what? Made in
whose home? We could call these words “glittering generalities”
because they use words that glitter and sparkle, while only stating
generalities. That is, they give us a general, or vague sense of
what they are trying to sell; they just LOOK good.
Glittering Generalities
Some questions to ask yourself:
•What do the slogans or phrases really mean?
•What are the merits of the idea if it is
separated from the slogans
or phrases?
http://www.youtube.com/watch?v=
YJ4B6MbVw9U
Transfer
• Used to carry over the approval of
something we respect and revere to
something totally unrelated.
• “Flag-waving” is a common
form of transfer.
Transfer
Transfer
Questions to ask:
•What is the speaker
trying to pitch?
•Is there a legitimate
connection?
http://challenger-patriotcommercial.html
Card Stacking
Card stacking is a propaganda
technique that seeks to manipulate
audience perception of an issue by
emphasizing one side and
repressing another.
Card Stacking
– First, the propagandist selects only favorable
facts and presents them to the target in such a
manner as to obtain a desired reaction.
– Second, the propagandist uses these facts as a
basis for conclusions, trying to lead the
audience into accepting the conclusions by
accepting the facts presented.
Card Stacking
Kentucky Wildcats
Stereotypes
• A stereotype is a fixed idea about all the
members of a group, one that doesn’t allow
for individual differences.
• Stereotyping leads to prejudice…evaluating
people on the basis of their membership in a
group rather than on their individual
characteristics
Stereotypes
Why are these stereotypes?
Red Herring
• Use of words that are irrelevant to distract
the reader
• It is intended to be misleading, or
distracting from the actual issue.
• Argument" for a tax cut: "You know, I've begun to think
that there is some merit in the Republican's tax cut plan. I
suggest that you come up with something like it, because If
we Democrats are going to survive as a party, we have got
to show that we are as tough-minded as the Republicans,
since that is what the public wants."
http://www.youtube.com/watch?v=D6VmYOFGpbM
Red Herring
• The idiomatic sense of "red herring" has, until very
recently,[2] been thought to originate from a supposed
technique of training young scent hounds.[2] There are
variations of the story, but according to one version, the
pungent red herring would be dragged along a trail until a
puppy learned to follow the scent.[4] Later, when the dog
was being trained to follow the faint odour of a fox or a
badger, the trainer would drag a red herring (whose strong
scent confuses the animal) perpendicular to the animal's
trail to confuse the dog.[5] The dog would eventually learn
to follow the original scent rather than the stronger scent
“THINK ABOUT IT” 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?