Transcript PROPAGANDA

PROPAGANDA/PERSUASIVE
TECHNIQUES
Techniques
used to influence opinions,
emotions, attitudes or behavior.
It
appeals to the emotions not the
intellect.
The
purpose is to persuade.
Characteristics of
Propaganda


In advertising the purpose is to
claim “superiority” in order to
sell product.
Makes audience believe in
something or want to do
something.
Seven Propaganda
Techniques







Bandwagon
Testimonial
Snob Appeal
Glittering
Generalities
Overgeneralization
Name Calling
Stereotype
Bandwagon




Persuasive technique that invites you to join the
crowd.
“Everybody’s doing it!”
Makes us not want to feel left out.
Don’t be the last kid in your class to get the word!
Everyone loves the great flavor of new BubbleManiacs
Gum!
Testimonial
 Statement
endorsing
an idea/product by a
prominent person or a
satisfied customer.
Endorsed by someone
the consumer trusts.
 Product can be inside
or outside particular
field.
 Musicians, sports giants,
actors/actresses
Queen Latifah for Cover Girl
Snob Appeal
Aims to flatter. Stand out from the crowd.
 Implies that this product/idea is better than
others…Thus, those that use it are better
too…smarter, more attractive, more fit.
 “Avant Garde,” ahead of the times.

The Ultimate
driving machine
Overgeneralizations
 Statement
jumps
from a few cases
to all.
 Uses all or
nothing words
like every,
always, and
never.
 Used by
politicians.
“All children today know
nothing about history and
geography. They’re too busy
playing video games or
texting to learn anything.”
Name Calling
Intent is to damage
opponent/product and
create an uneasy feeling.
 It also arouses suspicion
of opponent/product.
 Used by politicians and
product companies.
 Often, name calling is
employed using sarcasm
and ridicule, and shows
up often in political
cartoons or writings.

Glittering Generalities

Words or phrases which have strong emotional
overtones or connotations and which evoke
strongly positive (or negative) reactions far
beyond the specific meaning of the word.
You slowly murder your children when you
feed them fast food!
Glittering Generalities
 Leave
all of your troubles behind! Loose
yourself in paradise! Shine like the sun in
Cancun!
STEREOTYPE
 Presents
a narrow, fixed idea about all the
members of a certain group.
 “No politician can be trusted!”
Other Engaging Techniques:

Wit and Humor –
diverts audience and gives a
reason to laugh often through
the use of clever visuals and/or
language.

Fear – Frightening the
consumer into buying a
product…What if?

Rewards – bonus
awarded to consumer for
purchase. (Toys, gimmicks,
rebates, free payment, etc.)
Target Audience
 The
specific group of
consumers to whom the
propaganda was targeted
to convince to buy a
particular product or
support a particular
candidate / cause.

For example: 2-5 year olds,
single men, moms, etc…
•Soccer moms
•Teenage
boys/girls
•Toddlers
•Kids ages 510
•Elderly
•Mid-life men
•Etc…
BIAS
An inclination of feeling or of
outlook; especially : a personal
and sometimes unreasoned
judgment ; prejudice
•
BIAS

Both are accurate descriptions of the
attendance at a meeting.
 The first gives the reader the impression that the
event was successful, with more people than
expected attending. Is this biased? How?
 The second sentence implies fewer people than
expected showed up. Is this biased? How?
 A neutral way to describe the attendance would
have been: "About 950 people attended the
event."
CLASSWORK
 Your
group will be given a packet of print
ads.
 All group members will list the name of
the product, the type of persuasive
technique that was used, and the target
audience for the product.
 Review the techniques with your group
when you are finished.
Homework
 You
will choose a product, it can be an
actual product or one of your own
creation.
 Create a print ad campaign using the
seven persuasive techniques that we
learned about in class.
 Label each technique under the ad.
HOMEWORK
View three ads from television or print.
1.Write the title of the ad.
2.) Tell what type of propaganda is used.
3.) Evaluate the effectiveness of the ad.
Explain why it is effective or why it does
not work well – be specific!
4.) Who is the target audience?