Transcript Brit, Monday, 11-17 BNW advertising and persuasion 2014

Today’s Agenda, Nov. 17th:
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PICK UP HANDOUT
Intro to Propaganda and Advertising
Begin working on VOCAB (7-8) due
11/21
Read BNW (Chapter 11)
Where in our daily lives do we
experience propaganda
through advertising?
Advertising….scary, huh??
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The Media surrounds us –
TV, magazines, radio, the
Internet, billboards – all
packed with advertisements
that scream BUY ME!
Advertisers market their
products in ways to grab our
attention.
They provide appeals and
claims that entice us to buy
what they are selling.
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• It is important to understand
the tactics that they are using to
lure us in.
https://www.youtube.com/watch?v=7bXJ_obaiYQ
Just as
knowing how
to read is a
vital skill for
making
informed
decisions in
life, so is
understanding
the media that
bombards us.
What is propaganda?
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Spreading of information to help
or to hurt a cause.
Telling only the side you want people
to know.
Propaganda appeals to emotions
rather than intellect
https://www.youtube.com/watch?v=oh
oXZ6EcneA
Common Core Standards
Addressed for today’s lesson:
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ELACC12SL2: Integrate multiple sources of information
presented in diverse formats and media (e.g., visually,
quantitatively, orally) in order to make informed decisions and
solve problem s, evaluating the credibility and accuracy of each
source and noting any discrepancies among the data.
ELACC12RL2: Determine two or more themes or central
ideas of text and analyze their development over the course of
the text, including how they interact and build on one another
to produce a complex account.
ELACC12RL4: Determine the meaning of words and
phrases as they are used in the text, including figurative and
connotative meanings; analyze the impact of specific word
choices on meaning and tone, including words with multiple
meanings or language that is particularly fresh, engaging, or
beautiful. (Include Shakespeare as well as other authors.)
Advertising Techniques
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AVANTE GARDE
The suggestion that
using this product puts
the user ahead of the
times
e.g. a toy manufacturer
encourages kids to be
the first on their block to
have a new toy.
Bandwagon
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Bandwagon is a form of propaganda
that exploits the desire of most
people to join the crowd or be on the
winning side, and avoid winding up on
the losing side. Few of us would want
to wear nerdy clothes, smell differently
from everyone else, or be unpopular.
The popularity of a product is
important to many people. Even if
most of us say we make our own
choices when buying something, we
often choose well-advertised items -the popular ones.
But…Be careful with
Bandwagon…
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Advertising copywriters must be
careful with the bandwagon
propaganda technique because most
of us see ourselves as individuals
who think for ourselves. If a
bandwagon commercial is too
obvious, viewers may reject the
product outright.
Facts and figures
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Statistics and objective factual information is
used to prove the superiority of the product:
e.g. a car manufacturer quotes the amount of
time it takes the car to get from 0 to 100 mph
Glittering
Generalities
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This technique uses
appealing words and images
to sell. The message this
gives, though indirectly, is
that if you buy the item, you
will be using a wonderful
product, and it will change
your life: e.g. this cosmetic
will make you look younger,
this car
https://www.youtube.com/w
atch?v=oL3a2XVDA44
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HIDDEN FEARS: The suggestion
that this product will protect the
user from some danger: e.g. a
laundry detergent suggests that
you will be embarrassed when
strangers see "ring around the
collar" of your shirts or blouses
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MAGIC INGREDIENTS: The
suggestion that some almost
miraculous discovery makes the
product exceptionally effective:
e.g. a pharmaceutical
manufacturer describes a special
coating that makes their pain
reliever less irritating to the
stomach than a competitor's.
PATRIOTISM: The
suggestion that
purchasing this
product shows
your love of your
country: e.g. a
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company brags
about its product
being made in
America and
employing
American workers.
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PLAIN FOLKS: The suggestion that the
product is a practical product of good value
for ordinary people: e.g. a cereal
manufacturer shows an ordinary family
sitting down to breakfast and enjoying their
product.
SNOB APPEAL: The suggestion that the use of the
product makes the customer part of an elite group
with a luxurious and glamorous lifestyle: e.g. a
coffee manufacturer shows people dressed in
formal gowns and tuxedos drinking their brand at
an art gallery.
TRANSFER: Words and ideas with
positive connotations are used to suggest
that the positive qualities should be
associated with the product and the user:
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e.g. a textile manufacturer wanting
people to wear their product to stay cool
during the summer shows people wearing
fashions made from their cloth at a sunny
seaside setting where there is a cool
breeze.
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TESTIMONIAL
A famous personality is
used to endorse the
product: e.g. a famous
basketball player (Michael
Jordan) recommends a
particular brand of shoes.
Celebrity endorsements are
frequent in Super Bowl
advertisements.
https://www.youtube.com/watch?v=xffOCZYX6F8
And then again….re-make …you get my sense of humor…LOL
https://www.youtube.com/watch?v=sjII6F-nJBQ
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WIT AND HUMOR
Customers are attracted to products
that divert the audience by giving
viewers a reason to laugh or to be
entertained by clever use of visuals or
`
language…..(Satire/Parody) 
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What advertising techniques
are being used to sell the product?
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Bandwagon
Facts and Figures
Glittering Generalities
Hidden Fears
Magic Ingredients
Patriotism
Plain Folks
Snob Appeal
Transfer
Testimonial
Wit and Humor
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What advertising techniques
are being used to sell the product?
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Bandwagon
Facts and Figures
Glittering Generalities
Hidden Fears
Magic Ingredients
Patriotism
Plain Folks
Snob Appeal
Transfer
Testimonial
Wit and Humor
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What advertising techniques
are being used to sell the product?
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Bandwagon
Facts and Figures
Glittering Generalities
Hidden Fears
Magic Ingredients
Patriotism
Plain Folks
Snob Appeal
Transfer
Testimonial
Wit and Humor
What does this have to do
with Brave New World?
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Hypnopaedia slogans are very similar to
commercial advertising slogans
“I love new clothes, I love new
clothes... Ending is better than
mending... I’m so glad I’m a Beta... was
and will make me ill; I take a gramme
and only am”
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Why is the propaganda in the text not
challenged by most people in the
society?
Which characters do question the
propaganda and what causes their
questioning?
Now, let’s try it for ourselves! 
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Work with your groups
(#1 on handout) Find examples of elements of
advertising/persuasion by analyzing the ads in the provided
magazines: identify and cut out the ads which use one of the
techniques. Glue your examples to the large paper
underneath the technique used in advertising. Find at least
four of the 12 types.
As always, we make a literary connection: Brave New World,
complete the Propaganda Department Assignment (#2 on
handout). Use the white, cardstock paper provided. You may
draw pictures or use art from the magazines. 
Your vocabulary assignment relating to propaganda and
advertising in Brave New World is due on Friday, 11/21.