Transcript Propaganda in Advertisement

Propaganda in
Advertisement
Looking for P.A.
Let the Buyer
Beware
BE AWARE
What are Propaganda
Techniques?

They are the methods and approaches
used to spread ideas that further a cause
- a political, commercial, religious, or civil
cause.
Why are they used?

To manipulate the
readers' or viewers'
reason and emotions; to
persuade you to believe in
something or someone, buy
an item, or vote a certain
way.
Card Stacking
Making something look good and another
look bad
 Showing favoritism
 Larger print, attractive pictures

Who would you vote for
President?
Prestige Identification
Endorsed by a wellknown personality
 Uses the product
 Pitches it to you.

Who endorses the following
products?
Jello
Nike
Testimonial
Appeal to authority.
 Had an actual experience
 Can be endorsed by famous or influential
people
 Doesn’t always state all the information

Example

Weight loss program



Ad features actual people
who lost weight with the
product.
Doesn’t state information
regarding how many people
didn't lose weight
Doesn’t state information
regarding if one lost the
weight by other means
(more exercise, more
vegetables, etc.).
Bandwagon
“Everybody is doing
it," and you should
join.
 Appeals to you to be
a part of the "in"
crowd
 Message is often
loud and repetitious.

Join the Bandwagon
Join the Bandwagon
Join the Bandwagon
Pepsi Generation
 Be a Pepper

Emotional Words
Used to appeal the
sensitivity of the consumer
 Appeal to Emotion:



An emotion-laden "sob" story
is used as proof for a claim.
It will change your emotions.
Stayed tuned to these
important, life-changing ads:
Marines: The Few, the Proud, the Marines.
 Army: Be all that You Can Be.


Another example

A politician uses a sad story of a child being
killed in a drive-by shooting to gain support
for a year-round school measure.
Loaded Words

Words are carefully chosen

Words that arouse strong feelings are said to
have connotations or emotional overtones.
Connotations involve positive or negative feelings.
Example

For example, the word
dwelling is fairly neutral
(arouses no feelings)

But the following
synonyms for dwelling
have connotations that
make them loaded:

shack (negative)

palace (positive) home
(positive)
Now see if you can identify
the techniques used-
1
Bandwagon
Every red-blooded American will want
one of these unique commemorative
coins honoring the men and women who
fought and bled for our glorious
country’s rights.
2
Testimonial/ Prestige ID
Yes, I am a world famous Sumo wrestler that
won fourteen Olympic gold medals. These
medals mean so much to me, but do you know
what means even more? My bowl of Esned Flakes that I eat every morning. Esned-Flakes
helped me win these medals. Ask your mom to
buy Esned -Flakes—the winner’s cereal.
3
Loaded Words
Your Dream Home
This deluxe home is just the thing for
the discriminating buyers. It has three
luxurious bedrooms, spacious living and
dining room, and an adorable kitchen. It
has stylish décor throughout.
4
Emotional Words
There is a pestilence abroad today, scourge
of our youth called television. This object
robs children of their time and is filled with
sin, violence, and every other unspeakable
abomination known unto humankind. It should
be banned from all households.
5
Card Stacking
My opponent claims to be a
caring politician. The truth
is he is a lying, unAmerican enemy of the
people. I am the one who
truly cares about the lives
of the American Family.
Vote for me and you will be
living the American Dream.
<http://en.wikipedia.org/wiki/Propaganda>
http://www.propagandacritic.com/