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Review of Rhetorical Devices: Rhetorical question: asking a question where the answer is obvious and doesn’t need to be directly answered Allusion: referring to a well-known place, person, event, or story Repetition: when a word, or phrase is repeated in the same words. Restatement: Repeating one idea in a variety of ways. Review of Rhetorical Devices (cont.): Parallelism: repeating grammatical structures Examples: Abraham Lincoln: “With malice toward none; with charity for all…” Patrick Henry: “We have petitioned; we have remonstrated; we have supplicated; we have prostrated ourselves before the throne…” Types of Propaganda Propaganda The deliberate spread of information information, ideas, or rumors deliberately spread widely to help or harm a person, group, movement, institution, nation, etc. Bandwagon The idea that everybody else is doing it, or everyone supports this person or cause, so you should too. Example: Coca-Cola Ads portray young people having fun at a party Testimonial The celebrity endorsement of a philosophy, movement, candidate, or product. Example: Tiger Woods, Roger Federer, and Thierry Henry for Gillette razors Transfer The use of symbols, quotes, or images of famous people to convey a message not necessarily associated with them. We are persuaded though the INDIRECT use of something we respect such as a patriotic or religious image. Example: Chevy Truck Ad “This is Our Country” http://www.slate.com/id/2151143 Repetition The product name or slogan is repeated several times within the advertisement. Example: Target ads display the Target symbol numerous times Card Stacking Only presenting information that is positive to an idea or proposal and omitting information contrary to it. http://www.youtube.com/watch?v=_l8W952PW9 Y&feature=relmfu Fear Presenting a dreaded circumstance of a choice or action. Example: NotEvenOnce.com ad promoted by the Montana Meth Project. A recent study notes that this ad campaign has reduced teen Meth use in Montana by 45%. This ads’ effectiveness has prompted the Federal Government to run the ad in other states. http://www.youtube.com/watch?v=MU4t9O_yFsY Glittering Generalities Uses appealing words and images to sell the product; Generally accepted virtues are used to stir up favorable emotions. Words such as “democracy,” “family values,” “rights,” or “American” are used in a positive sense. Message- if you buy this item, you will be using a wonderful product, and it will change your life Example: Blue Bell ice cream’s slogan, “Blue Bell homemade ice cream tastes just like the good old days!” Name-Calling Ties a person or cause to a largely perceived negative image. Example: Anti-Bush ad commenting on his intelligence level Plain Folks The candidate or cause is identified with common people from everyday walks of life. Example: Dove ads using real women to show sell their firming cream Emotional Words (Loaded Language) Words used to make you feel strongly about someone or something Example: Use of the word “Romance” in Ralph Lauren perfume and cologne ads http://www.youtube.com/watch?v=kJDLws_l3Ok Use handout as a guide: Commercial #1 – Audi Commercial #2 - Lincoln MKZ Commercial #3 – Jeep If time: Commercial #4 - Got Milk Persuasive Appeals in Commercials: For each commercial, consider the following elements of the commercial. Target audience (can be people of a certain age group, gender, marital status, etc.) Message (central idea that the creators of the commercial want the audience to believe) Logo (mark or symbol that represents the company or product) and Slogan (short/memorable phrase used to promote a product) Aural Techniques (what you hear in the commercial that helps promote the message & sell the product) Visual Techniques (what you see/read in the commercial that helps promote the message & sell the product) Persuasive Appeal (how was ethos, pathos, logos used? Why do you suppose it was present?) Evaluating Print advertisements: In small groups (3-4), consider the previous elements while evaluating the print advertisements. Be prepared to share your discussion with the class; take notes (this should be automatically understood at this point in the semester). Your discussion should also include Rhetorical Devices, Propaganda Techniques & Persuasive Appeals (handouts).