Transcript Propaganda
Propaganda Definition: information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc. Types of Propaganda - Bandwagon - Testimonial - Plain Folks - Transfer - Fear - Logical Fallacies - Name-calling - Euphemisms - Repetition - Analogy - Understatement - Overstatement - Rhetorical Questions - Connotative Language - Glittering Generalities - Anecdotes Bandwagon Conveys the idea that “everyone is doing it/using it/supporting it, and you should, too!” Why does it work? – Appeals to the conformist in us – No one wants to be left out of the “popular” trend Examples 4 out of 5 people say Orbit is the best gum. McDonald’s “billions served” "Planters Cashews" Testimonial TV and movie stars, musicians, athletes, famous people who promote products or endorse candidates Why does it work? – Generates more interest and causes millions more people to support cause or buy product Examples Justin Timberlake: Pepsi Lebron and Dwight: McDonald’s Michael Jackson: Pepsi Plain Folks Product or cause is identified with the “common people” from everyday walks of life Tries to make candidate/product appear all-American and grassroots Why does it work? FreeCreditReport.com "Managing Minutes" Transfer The use of symbols, quotes, or images to convey a message not necessarily associated with the product/candidate/idea Religious and patriotic messages are commonly used Why does it work? Examples A “doctor” in a white lab coat discusses a heart drug with his “interns”—all actors An American flag waves behind a presidential candidate in a campaign ad Old Spice Snickers commercial Fear Present a dreaded or undesirable circumstance Follow it up with a suggested behavior that is needed to avoid the horrible event Why does it work? Examples Only Lysol can kill 99.9% of bacteria and keep your children from getting sick. Worst case: “Group X is causing the problems in our country.” "Protect Your Family” Citibank ID theft Teen Driving Glittering Generalities Using positive, often emotionally charged words to describe an idea/product/candidate The words often describe a generally accepted virtue Why does it work? Example “Olay Face Lotion is an inexpensive way to help you keep that youthful glow so you can show your inner beauty.” “Joe Smith fights for family values and is a great American!” Wrinkle Cream Raisin Bran Crunch Name-Calling Opposite of glittering generalities This techniques ties a person/idea/product to a negative image – Can be directly stated or implied Why does it work? Example Kia Soul Subway Words with negative connotations: – Tree Hugger – Bum – Terrorist Repetition Repeating words or phrases for emphasis or effect Example: “Sunday, Sunday, Sunday…Power Nissan is having the best sale ever!” Head On L’Oreal Infallible Lip Color “Be a Pepper” Analogy Using comparisons for emphasis Example: Missing a deal like this would be like losing a winning lottery ticket! Geico Volkswagen Understatement Representing something as less important than it really is Examples: The hurricane was a little windy. We’ve only lost a few thousand people in Iraq. “Tiny” “Peggy” Overstatement Generalizations that cannot be backed up by facts Makes something seem better or more important than it really is Examples: “This is the best sale you’ll ever see” “Honda Odyssey” “I feel like dancing” Rhetorical Questions Asking a question that doesn’t require an answer Reader has no choice but to agree Examples: “Do you really want four more years of poverty?” Old Spice #2 Loaded Words (Connotative Language) Using words that carry a positive or negative emotional impact Jenny Craig McCain Ad Examples: – Beautiful – Young – Protect - Unpatriotic - Fat - Bankrupting Anecdotes Short, personal stories used to illustrate why a certain viewpoint is correct and should be supported Examples: A mother in support of a proposal for stronger DUI laws telling the story of her child being killed by a drunk driver. “Mr. Obama” Life Call Euphemisms Definition: substituting mild, indirect, or vague expressions for offensive, harsh, or blunt ones. The opposite of “name-calling” Examples: – thrifty vs. stingy – trim vs. skinny – brilliant vs. geeky – experienced vs. old A Gift? Where do we find propaganda? Advertising News releases from government Political campaigning Anywhere else?