Transcript propaganda technique (or techniques

Propaganda
Techniques
Part 2
Let’s Review: What is
PROPAGANDA?
Propaganda is made up of various different
kinds of persuasive techniques that
encourage people to act based on their
emotions alone, instead of using solid reasoning.
 We see propaganda everywhere—in
virtually every aspect of our lives—it influences
such things as how we spend our money and
what politicians we elect into office.
 Advertisements are the most concentrated
form of propaganda.

Name-Calling

This is the use of
derogatory language or
words that carry a
negative connotation
when describing an enemy or
opponent. This type of
propaganda attempts to
arouse prejudice among the
public by labeling the target
something that the public
dislikes.
Name-Calling in Media


IMAGE: Senator John
Kerry’s name on the flipflops. While the ad does
not come right out and say
“John Kerry is a flipflopper,” it implies it.
PROPAGANDA: The
term “flip flop” carries a
negative connotation. The
implication is that John
Kerry changes his mind a
great deal and the public
cannot trust him.
F.Y.I. John Kerry ran against
President George W. Bush in the
presidential election of 2004. This
is an ad put out by Bush
supporters.
In this ad, you see
a connection
between pirating
MP3s and
communism. The
ad is using the
technique of
name-calling: You
are a communist if
you pirate music.
Ad hominem

Ad hominem is
very similar to
name-calling. It
makes a personal
criticism without
addressing the
person’s argument.
Ad Hominem in Text
STATEMENT: “President Clinton’s approach
to Bosnia is as faulty as his judgment regarding
White House interns.”
 EXPLANATION: The attempt here is to get
the audience to discount foreign policy ideas
based on a politician’s poor personal choices.
 WHY IT IS PROPAGANDA: The President
may or may not have a good idea. Personal life
choices are truly not relevant.

Stereotyping

This technique uses commonly held but
oversimplified or unfair images of a group
to make a point that isn’t true.
Stereotypes in Media
Snobbery

This type of propaganda technique
attempts to prove a conclusion by
appealing to what an elite or a select few
(but not necessarily an authority) in a
society thinks or believes.
This ad implies that
owning a Mercedes
will automatically
impart a higher social
class upon the driver.
Would you say
Mercedes has been
successful in their
campaign to convince
consumers that
owning a Mercedes
will put them into a
higher social class?
Ordinary Folks

The ordinary folks
(a.k.a. plain folks) device
is an attempt by the
propagandist to
convince the public that
his views reflect those
of the common person
and that he is also
working for the benefit
of the common person.
The caption: "We are for Adolf Hitler!"
In this photo, we see
former President
George H.W. Bush
dressed casually,
leaning back in his
boat. He comes
across as a “regular
guy” when, in fact, any
former president is not
really a “regular guy”
or just “ordinary
folks.”
Scare Tactics

Some advertising uses
scare tactics, to instill a
sense of fear,
uncertainty, and doubt
which will then cause
consumers to act.
Appeal to Science
Appeal to Science
suggests that science
supports a particular
claim, although the
information is not
backed up with facts.
 Check out the
propaganda used in
this old Coke ad!

Appeal to Science in Text
STATEMENT: Studies show that people who use
Crest toothpaste have fewer cavities than those who do
not.
 EXPLANATION: The ad suggests that using Crest
toothpaste will make YOU have fewer cavities.
 WHY IT IS PROPAGANDA: The statement tries to
convince the audience by using the term “studies”
which implies that the statement is true—supposedly a
scientific study has been conducted. However, the
audience is given no real proof of any study.

Oversimplification


Oversimplification
involves the use of
generalizations that are so
broad that they oversimplify
the truth.
You explain a complex
event or issue by saying it
has only one cause, when
MANY causes are really
responsible.You are
simplifying the cause of an
event, not the event itself.
Oversimplification in Media


STATEMENT: The slogan
“Just Do It” coupled with
the Nike swoosh has been a
very successful campaign
for the company.
PROPAGANDA: The
statement “Just Do It”
discounts all of the steps in
between having the dream
and achieving the dream.
It makes “getting there”
seem too easy.
This ad suggests that eating
this yummy-looking bacon
burger crammed between two
donuts is the reason you are
fat! However, there are many
factors which contribute to a
person’s obesity.
Let’s identify some of these
propaganda techniques in
commercials!
On your whiteboard, write techniques 8-15
listed on your Propaganda Techniques
handout.
 View the commercials.
 Determine what propaganda technique (or
techniques) have been used for each
commercial.
 Make a checkmark in the box that identifies
the technique or techniques used.

Can you figure out this one?
Scare Tactics
Make your choice!
Ordinary
Folks
Make an educated guess!
Appeal
to Science
Try another one!
Scare Tactics!
How about this one?
Snobbery
This one is a combo of 4!!
 Scare Tactics
 Appeal
to Science
 Name-Calling
 Oversimplification
A Two-Fer!
Name-Calling
Oversimplification
The next two go
together…What are they?
Stereotyping!
Name that technique!
Name-Calling!
Now you practice!
Follow the
directions on the
worksheet your
teacher gives
you!