Transcript Propaganda… - Miss Hirst`s Language Arts Wiki

Mrs. Wilson
Language Arts
Propaganda
*Techniques used to influence opinions,
emotions, attitudes or behavior.
*It appeals to the emotions not the intellect.
*The purpose is to benefit the sponsor.
*It is typically not negative or positive.
*The purpose is to
persuade.
Characteristics of
Propaganda in Advertising
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to claim “superiority” in order to sell product
and win over the consumer.
Weasel Words – these words or modifiers
look important, but are meaningless. They
do, in fact, make a person believe in
something or want to do something.
Examples: tackles, comforts, refreshes, fights,
helps, virtually, etc.
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Where do we see
propaganda?
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Newspapers and books
Magazines
Internet
Clothing
Billboards
Bumper stickers
TV
Radio
Signs
Products
Cartoons (political)
Recognizing Propaganda
Techniques
*There are many…
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Bandwagon
Testimonial
Emotional Appeal
Snob Appeal
Humor
Card-Stacking
Name-calling
Plain Folks
Patriotism
Evidence Claims
Glittering Generalization
Loaded Words
Slogan/Catch Phrase
Security
Individuality or AntiBandwagon
Statistics
More Propaganda…
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Transfer
Product
Comparison
Rewards
Big Lie
Scapegoat
Here are the SEVEN all 7th
graders need to know:
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Bandwagon
Testimonial
Glittering Generalities
Transfer
Plain Folks
Name Calling
Card Stacking
Bandwagon
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A persuasive technique that invites you to join the
crowd.
“Oh come on…Everybody’s doing it!”
Often uses weasel words to “TRICK” people in joining.
Bandwagon
Example
It makes you think you need to have this product
in order to fit in.
All of
“AMERICA”
eats
these…why
don’t you?
More Examples…
Over 99 billion people have eaten at
McDonald’s… don’t be left out.
“Drink Coca-Cola and you’ll fit in”
Bandwagon
http://www.youtube.com/watch?v=MEnJiOrWiUg
Testimonial
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A statement endorsing an idea/product by a prominent
person.
Product can be inside or outside particular sports
field/arena
For example using musical artists, sports giants, and/or
actors/actresses, etc. “If they endorse it and you like
that person, well then you may want that product too!”
Brittney Spears and Diet Pepsi
More Testimonial Examples
Jared lost hundreds of lbs @ Subway
Tiger Woods wears Nike
Usher uses Mastercard.
Justin Bieber uses ProActive
Last Two Examples:
Testimonial
Larry the Cable Guy lost 50 lbs.
with the Nutrisystem diet plan.
Larry said, “With NutriSystem,
losing weight is pretty much a
no-brainer (and that comes in
handy in my family).”
http://www.youtube.com/watch?v=Od3Y8_A1q
pk&feature=relmfu
Glittering Generalities or
Emotional Appeal
*To persuade to people’s emotions…
* It’s the act of referring to words or ideas that
mostly create a positive emotional response
from an audience or sometimes it may tug at
your inner emotions…and make you sad.
***Think of the commercials on the radio or TV for
Homeless people, Third World Countries, Animal
Shelters, Hurricane survivors, First Aid, Literacy,
St. Jude’s Hospital, etc.
*Mrs. Wilson is a “sucker” for glittering generalities.
Girls~ does
this ad.
make you
want to buy
the
perfume?
It’s an
appeal to
persuade
you to buy
this, wear it,
and you too
will have
romance.
Guys~ Does this
ad. make you
want to buy this
cologne?
**It’s an appeal, if
you buy this
cologne, girls will
think you look like
this.
Glittering Generalities
Writers and advertisers use many
techniques to convince you to
agree with them or buy their
product.
An emotional appeal tries to
make the reader connect the
writer’s message with an
important feeling.
Glittering Generality
or Loaded Words…
This billboard
advertisement
uses the word
“irresistible” to
appeal to our
emotions.
The visual is also
very appealing.
A Glittering Generality
Example…
More G.G. Examples
http://www.youtube.com/watch?v=9j
-OTnPTceY&feature=relmfu
Transfer
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The act of relating something or someone
we like or respect with a product.
Symbols and feelings are constantly used
in this form of propaganda.
Common Symbols
 The flag represents the nation.
 Uncle Sam represents a consensus of public
opinion.
 A cross represents Christianity.
 The swoosh= Nike.
Transfer Example
More Examples…
http://www.youtube.com/watch?v=fCayrGzv75Y&feature=related
Plain Folks
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The use of everyday people to sell a product or
service. Speakers and ads appear to make the
person to be “one of the people.”
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Use images to make people think they are just like “us”
Identifies product/idea with a locality or country
Practical product for ordinary people.
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Like a good neighbor…
Plain Folk Examples continued…
Sherrod Brown’s
Candidacy Commercial
http://www.youtube.com/
watch?v=gJVaCrpMog8
http://www.youtube.com/watch?v=Kpu2nnjGYYU&feature=relmfu
Name Calling
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Name calling is the
use of names that
evoke fear or hatred
in the viewer or
listener. The namecalling technique
links a person, or
idea, to a negative
symbol.
Name Calling
Candidates for the 2008
Presidential election used name
calling in their ads, as in past
elections. Barack Obama says
that John McCain has “same old
politics, same failed policies”.
Obama implies that McCain is not
the best choice and he doesn’t
have the best solutions to
America’s problems.
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Name Calling Examples continued
http://www.youtube.com/watch?v=Y6LByYKIpyE
Card Stacking
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The strategy of
showing the
product’s best
features, telling halftruths, and omitting
or lying about its
potential problems.
Card Stacking continued
weight loss success fails to mention more
people gained than
lost on the diet pill
http://www.youtube.com/watch?v=CMhH0ruPiVM
Repetition--- the more you see or hear
The more you will remember.
Snob Appeal
 Aims
to flatter-Persuades the desire to
want the status or wealth in order to feel
superior or better than others.
The Ultimate
driving machine
Patriotism
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Persuades the love of
your country…
Purchase this item or do this
activity and you will display love
for your country.
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Person will financially
help the country.
…built
American tough
Evidence Claims
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Facts and Figures –
statistics to prove superiority.
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Magic Ingredients –
suggests some miraculous
discovery makes product
exceptionally effective.
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Hidden Fears –
suggests that user is safe from
some danger.
Slogan/ Repetition
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A catchword or phrase
loaded with emotion
Often sells through
repetition because it’s
clever, easy to remember,
and you can’t miss it
 Stays with you a long
time
 Often a melody you
already know or a sight
you can’t forget
“Five…Five Dollar…Five Dollar
Foot long…”
Slogan/ Repetition continued…
Engaging Techniques:
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Wit and Humor –
diverts audience and gives a
reason to laugh often through
the use of clever visuals and/or
language.
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Rewards – bonus
awarded to consumer for
purchase. (Toys, gimmicks,
rebates, free payment, etc.)