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Whose voice guides your choice? Clipart-Microsoft Office XP 2002 Propaganda techniques in the media How do you decide who is the best candidate… Clipart-Microsoft Office XP 2002 or which is the best toothpaste ? Clipart-Microsoft Office XP 2002 Looking for facts to back up your choice is an excellent idea, but find out who is presenting those facts. Clipart-Microsoft Office XP 2002 Are they facts at all, or is the advertiser using propaganda techniques to persuade you? Clipart-Microsoft Office XP 2002 What are Propaganda techniques? • Propaganda is designed to persuade. • Its purpose is to influence your opinions, emotions, attitudes, or behavior. • It seeks to “guide your choice.” Who uses Propaganda? •Military •Media •Advertisers •Politicians •You and I What are some of the techniques used to persuade us? •Bandwagon •Name-calling •Testimonial •Glittering Generality •Plain-folks appeal •Transfer •Emotional words •Faulty Reasoning •Fear Bandwagon •Everybody is doing this. •If you want to fit in, you need to “jump on the bandwagon” and do it too. •The implication is that you must JOIN in to FIT in. Clipart-Microsoft Office XP 2002 For example: If the whole world uses this VISA card, you must need one too. Bank of the World Visa CardYou can use it from Tennessee to Timbuktuanywhere you travel in whole wide world !! Sign up today at www.bowvisa.com Clipart-Microsoft Office XP 2002 Name-calling •A negative word or feeling is attached to an idea, product, or person. • If that word or feeling goes along with that person or idea, the implication is that we shouldn’t be interested in it. For example: Do we want a mayor who will leave us in debt? Clipart-Microsoft Office XP 2002 Spending grew 100% under Mayor Moneybags! Testimonial •A famous person endorses an idea, a product, a candidate. •If someone famous uses this product, believes this idea, or supports this candidate, so should we. For example: If we drink milk we will all be as famous as Milly the model. Clipart-Microsoft Office XP 2002 Milly the Model asks, “Got Milk?” Glittering Generality •A commonly admired virtue is used to inspire positive feelings for a person, idea, or product. •Words like truth, democracy, beauty, timeless are examples of those general terms. For example: If you want to be brighter, you’ll support Bill Brite. Clipart-Microsoft Office XP 2002 Look on the bright side! Vote for Bill Brite ! Plain-folks appeal This idea, product, or person is associated with normal, everyday people and activities. For Example: We want a Jim Smith, a mayor who supports the regular American worker. Clipart-Microsoft Office XP 2002 Vote for Smith Transfer •Symbols, quotes, or images of famous people are used to convey a message. •The message may not necessarily be associated with them. For example: Joe uses symbols of America to tie his restaurant to American values for Independence Day. Celebrate the American Way this 4th of JulyEat at Joe’s Joe’s Barbeque Clipart-Microsoft Office XP 2002 Emotional words •Words that leave us with positive feelings are used to describe a product, person, or idea. •We associate those words and, therefore, those positive feelings with the product. For example: What feelings are inspired by the words “true love”? If you wear this cologne will someone fall in love with you? True Love Clipart-Microsoft Office XP 2002 Faulty Reasoning •Factual supporting details are used though they do not support the conclusion. It works like this: •Truth: Women have babies. •Truth: Nuns are women. •False: Nuns have babies. For example: Does this mean that teachers need medication to keep their cool during the school day ? More teachers recommend Calmme to help them make it through the day Clipart-Microsoft Office XP 2002 Fear •Our fears are displayed. •Ideas, candidates, or products are shown to put our fears to rest. For example: If you use Safety Ware it will people from stealing your identity-or will it? Clipart-Microsoft Office XP 2002 Guard against Identity theft Use Safety Ware www.safetyware.com How do we make sure that we are making informed choices, Clipart-Microsoft Office XP 2002 instead of allowing others to sway us in our decisionmaking? We make our own choices when … •we read and listen to reliable sources, •we watch for combinations of truths and lies, •we check for hidden messages, •we watch for use of propaganda techniques, and, most importantly, www.scottish.parliament.uk/ educationservice WHEN WE LISTEN TO OUR OWN VOICES !