Transcript Propaganda - TeacherWeb

Propaganda 6th Grade
Edition
Propaganda
 What is Propaganda?
 Propaganda is used to manipulate the
readers' or viewers' reason and emotions; to
persuade them to believe in something or
someone, to buy an item, or to vote a
certain way.
 Most commonly, it is used in ADVERTISING.
Pathos
 Pathos is a Greek word that signifies the appeal to
emotion.
 You are identifying what emotions are being
triggered, and how they are being triggered.
 For example:
 Why do we send donations to the humane society
when we see a cute puppy on the ad?
 Tip: Look for Metaphors and Names of Products
(i.e. perfume names)
Logos
 Logos is the appeal to Logic. (also Greek, if you
were wondering)
 Logic factors in when there is a testimonial or
“evidence” to be presented. These are quite often
pseudoscientific ( not truly proven facts).
 For Example:
 If you are looking an energy drink, you might be
tempted to buy the drink that will provide lowest
crash factor.
Ethos
 Ethos is the appeal to character and shared
values.
 This may take place in an ad when an organization
appeals to the audience through shared beliefs.
 For example:
 An ad for starving children in Africa may appeal to
the idea that the moral, American public is against
the problem of poverty and is willing to donate
money based on this belief.
 Another might happen when a company offers its
audience a website.
Logical Fallacy
 This occurs when “evidence” is provided or the
argument has a spokesperson vouching in favor of
the opinion.
 For example: Take that energy drink analogy. If
you see a celebrity that claims this drink keeps
them going, you might be tempted to believe
them.
Let’s Practice
 In the following commercials, you need to identify:
 1. The argument
 2. Pathos, Logos, Ethos (if applicable)
 3. Logical Fallacy (if applicable)
 4. Slogan: Is there one? How does it apply to the
argument?
 Is this commercial convincing? Why?
 Remember: All advertisements are arguments.
 Handout
Commercial 1
 https://www.youtube.com/watch?v=vtP-S9OS0o0
 Refer to the questions on the previous slide. How
does Allstate do?
Commercial 2
 Orbit Gum
 https://www.youtube.com/watch?v=WEJJUGJZxp
U
Common persuasive techniques
often used in advertising
 Slogan
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal
 Expert Opinion
Purpose?
Slogan: “Can you hear me now?”
A catchy phrase or statement often used to sell a service or a
product
Repetition:
The name of a product is repeated many
times
HEAD ON
Apply directly
to the forehead
HEAD ON
Apply directly
to the
forehead
HEAD ON
Apply directly
to the
forehead
Bandwagon
A statement suggesting that everyone is using a specific
product, so you should too
Testimonial
A well-known person supports a product or service
Emotional Appeal
A person is made to have strong feelings about a situation or product
Expert opinion
Experts approve this product, so you should use it
“Four out of five dentists recommend sugarless gum for their
patients who chew gum”
Snob Appeal

http://www.youtube.com/watch?v=NmannAYiwh0&NR=1
 When the reasoning of an argument plays upon a human’s
need to feel superior in order to help with persuasion.
 A play on our desire for fancy things and the "good life".
Jewelry, expensive cars, perfumes, designer clothing and
accessories are often marketed using snob appeal.
Examples:
 Cat food is served in a crystal goblet.
 A credit card company offers gold and platinum cards rather
than the original yellow, blue and red.
 The family passes the word that “He went to Jared.”
 A restaurant critic writes that a particular establishment has
food and spirits designed for “the discriminating palate.”
 a coffee manufacturer shows people dressed in
formal gowns and tuxedos drinking their brand at an
art gallery.
HUMOR
Humor is an element that is used in around 30% of the
advertisements. Humor can be an excellent tool to catch
the viewer’s attention and help in achieving instant recall
which can work well for the sale of the product. Humor
can be used effectively when it is related to some benefit
that the customer can derive without which the joke
might overpower the message.
Quick review
 Slogan
 Repetition
 Bandwagon
 Testimonial
 Emotional Appeal
 Expert Opinion
Audience?
Purpose
?
Persuasive
technique?
Audience?
Purpose
?
Audience?
Persuasive
technique?
Audience?
Purpose
?
Persuasive
technique?