Transcript Who uses Propaganda?

Whose voice guides your
choice?
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Propaganda techniques in the media
How do you decide who is the best
candidate…
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or which is the
best toothpaste ?
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Looking for facts to back up your choice
is an excellent idea, but find out who is
presenting those facts.
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Are they facts at all, or is the
advertiser using propaganda
techniques to persuade you?
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What are Propaganda
techniques?
• Propaganda is designed to
persuade.
• Its purpose is to influence your
opinions, emotions, attitudes,
or behavior.
• It seeks to “guide your choice.”
Who uses Propaganda?
•Military
•Media
•Advertisers
•Politicians
•You and I
Have you ever stopped to think about how many
persuasive messages you receive from the media?
Whether it’s an ad in a
magazine for jeans,
a TV commercial for
dishwashing liquid,
or a billboard promoting
bicycle helmet safety,
you are exposed to dozens
of persuasive messages
each day.
All of these persuasive
messages attempt to win
you over to a particular idea
or influence you to take a
specific action.
How far will we go to IMPROVE ourselves?
An often-quoted motivational saying tells us that “The biggest
room in the world is the room for improvement.”
The desire to improve can be healthy if we’re eliminating bad
habits, improving performance, or trying new things
to broaden our experience.
Sometimes, though,
we may go on
anxious quests to
chase an illusion of
perfection.
What are some of the techniques
used to persuade us?
•Bandwagon
•Testimonial
•Repetition
•Transfer
•Name-calling
Bandwagon
•Everybody is doing this.
•If you want to fit in, you need to “jump on the
bandwagon” and do it too.
•The implication is that you must JOIN in to FIT in.
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For example:
If Taylor Swift drinks
milk, then you need to
drink it also.
Testimonial
•A famous person endorses an idea, a product, a
candidate.
•If someone famous uses this product, believes
this idea, or supports this candidate, so should we.
For example:
If you choose Jenny Craig,
you will be healthier and
lose weight like Queen
Latifah.
Repetition
 A key word, phrase, or name is repeated to
impress it on the reader’s mind.
 A logo may also be repeated.
Atlas and only Atlas flies you
anywhere at low Atlas fares.
Remember Atlas is at your service.
Transfer
•Symbols, quotes, or images of famous people
are used to convey a message.
•The message may not necessarily be
associated with them.
For example:
Joe uses symbols of America
to tie his restaurant to
American values for
Independence Day.
Celebrate
the American
Way this 4th
of JulyEat at Joe’s
Joe’s Barbeque
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The soft, cozy
fabrics of
Hermes make
me feel good.
Karlie Kloss in Hermes Spring 2010
Name-calling
•Words that have a negative connotation are used to
create an unfavorable impression of someone or
something.
• If that word or feeling goes along with that person or
idea, the implication is that we shouldn’t be interested
in it.
For example:
Do we want a mayor who will leave us in debt?
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Spending grew 100%
under Mayor Moneybags!
 A classic anti-
American poster
highly useful for
illustrating "AntiAmericanism".
 It was circulated in
Germany during
World War II.
Comedian
Brad Young
This guy or Brad Young for Mayor?
 Are you sure you want this comedian to be your next mayor?
 This guy looks more like a comedian than a business man.
 This guy has betrayed public trust through his tricks in the court
room as a defense lawyer for the wealthy.
BIAS
 an inclination to present or hold a partial
perspective or point of view.
 A bias could, for example, lead one to
accept or not-accept the truth of a claim, not
because of the strength of the claim itself,
but because it does or does not correspond
to one's own preconceived ideas.
 Bias can come in many forms.
– Television
– Novels
– Newspapers
– Magazines
– Advertisements
How do we make sure that we are making informed
choices,
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instead of allowing others to sway us in our decisionmaking?
We make our own choices when …
•we read and listen to reliable sources,
•we watch for combinations of truths and lies,
•we check for hidden messages,
•we watch for use of propaganda techniques,
and, most importantly,
www.scottish.parliament.uk/ educationservice
WHEN WE LISTEN TO OUR OWN
VOICES !