Transcript Commercial - Brian Schrank

Overview
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Definition
Fear and Desire
Types of Propaganda
Historical Tour
Contemporary Tour
Design Resource
What is Propaganda?
• Propaganda is media that deliberately shapes
perceptions, manipulates thought, and directs
audience behavior toward an agenda.
Propaganda Manipulates through Emotions
• Propaganda selectively uses strong images
and loaded messages to produce an
emotional and irrational, rather than rational
response, to the information presented.
Propaganda is not necessarily “bad”
• You likely support some form of propaganda.
• The term "propaganda" has a negative
connotation in our culture, although our
media landscape is saturated with it.
Propaganda is Based on:
Fear and Desire
Desire
and
Fear
Desire
and
Fear
Desire
and
Fear
Fear + Desire in one image:
• (for a guy) Fear about your own inadequacy.
• Desire to be more adequate, to look like him.
Fear + Desire in one image:
Fear + Desire in one image:
Fear + Desire in one image:
Fear + Desire in one image:
Fear + Desire in one image:
…but sometimes a cigar is just a cigar.
Propaganda Commercial Media
…manipulates
beliefs or actions
about yourself.
…manipulates
beliefs or actions
about a product.
Propaganda Commercial Media
…manipulates
beliefs or actions
about yourself.
You lack virility...
Fetishes penis size...
…manipulates
beliefs or actions
about a product.
This will give you virility.
If you buy this, you’ll feel
you have a bigger penis.
Propaganda Commercial Media
Propaganda Commercial Media
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Normalizes being Latino in American society.
– Teaches non-Latino children Spanish.
– Makes it normal for non-Latinos to speak Spanish.
Propaganda Commercial Media
The Cosby Show
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Normalizes being Middle Class and Black.
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Positive Role-Models for low-income Blacks to aspire to.
Makes Blacks relatable (not different, normal) to Whites.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Political
– Affects beliefs about country, party, or representatives.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Civic
– Affects beliefs about duty as citizen, military service.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
Types of Propaganda:
• Civic
– Affects beliefs about duty as citizen, military service.
• Ideological
– Affects what is “real,” “normal,” or important to
society.
• Commercial
– Affects beliefs about you, who you are, what you lack.
History Tour
Civic Propaganda Historically
Political Propaganda Historically
Ideological Propaganda Historically
Commercial Propaganda Historically
Contemporary Tour
Civic Propaganda Today
Political Propaganda Today
Ideological Propaganda Today
Commercial Propaganda Today
Ideological vs. Commercial
Political vs. Political
Propaganda as a Design Resource
Propaganda as a Design Resource
• Compositions
– Lead the viewer’s eye from A to B to C
• Color Palettes
– Minimal
– Bright
– At least one primary color
• Typography
– Bold Strokes
– Effectively use few words
• Use Attention-Grabbing Photographs
– Effectively use the grotesque, sex appeal, etc.